The Trade Show Conversation Stack

Trade shows are full of salespeople asking terrible questions.

“So, what brings you to the show?”

“Have you heard of us before?”

“Can I tell you what we do?”

Within seconds, the conversation feels like a sales pitch.

Try something different.

I teach salespeople a simple Conversation Stack.

The idea is to start easy and gradually move deeper.

Think of it as four levels.

1. Start with the person

“How’s the show been for you?”

“Did you travel far to get here?”

“What have you seen that’s been interesting?”

Nothing complicated.

Just start a conversation.

2. Move to their world

“What do you do at ABC?”

“How long have you been there?”

“What does your role involve?”

Now you’re learning about them.

3. Move to the business

“What’s keeping you busy at the moment?”

“What are you focused on this year?”

“What’s changing in your business?”

Now the conversation is getting more interesting.

4. Follow the thread

This is where the real skill begins.

They say:

“We’re having trouble finding people.”

Don’t immediately tell them how you can help.

Stay there.

“Finding people?”

“How bad has it been?”

“What happens when you can’t fill those positions?”

Now you’re having a real conversation.

The mistake salespeople make at trade shows is trying to get to the sales conversation too quickly.

You don’t need to qualify someone in the first 30 seconds.

You need to earn the next 30 seconds.

Start easy.

Get curious.

Let the conversation develop.

Then follow what’s interesting.

The best trade show conversations don’t feel like sales conversations.

They feel like conversations.