ShowFloor Playbook™

The Complete B2B Booth-to-Booth Sales Methodology

Turn trade show chaos into systematic revenue growth

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Who It's For

Tech & Life Sciences Companies

Sales teams attending trade shows who need a competitive edge and measurable results.

Sales Leaders

Looking to systematize floor strategy and maximize conversions across their entire team.

Sales Representatives

Who need confidence and structure in booth-to-booth interactions to close more deals.

The Challenge

Too often, sales teams walk trade shows without a structured approach, leading to missed opportunities and invisible ROI.

Uncoordinated Visits

Prospect visits lack planning and strategic prioritization

Lost Information

Notes are scattered or never captured in CRM systems

Inconsistent Follow-up

Leads fall through the cracks without systematic processes

Wasted Insights

Valuable floor intelligence is never leveraged or shared

The Solution: ShowFloor Playbook™

A repeatable, end-to-end system for pre-show planning, booth-to-booth execution, and post-show conversion. Built on decades of hands-on experience.

Four-Phase Methodology

Phase	Focus	Outcome
Plan	Identify key prospects, prioritize visits, prep CRM workflows	A targeted, actionable booth-to-booth plan
Execute	Guide reps on floor navigation, conversation frameworks, and real-time data capture	Confident, effective floor engagement
Convert	Post-show AI summaries, task creation, and follow-up automation	Leads converted into measurable pipeline
Review	Analyze performance, share best practices, and optimize future shows	Continuous improvement for sales teams

Why This Works

22 Years of Experience

Built from real-world expertise across 120+ trade shows in B2B advertising and event sponsorship sales

Industry-Specific

Designed specifically for technical and life sciences teams navigating complex show floors

Measurable Results

Ensures consistent lead capture, follow-up, and trackable pipeline growth

About ShowFloor Playbook™

Experience-Driven Sales Methodology

Meet John McKenna

Sales Enablement Consultant

With 22 years of experience in B2B advertising and event sponsorship sales, John McKenna has walked over 120 trade shows, learning what works and what doesn't when it comes to booth-to-booth selling.

ShowFloor Playbook™ isn't theory—it's a battle-tested methodology born from thousands of real conversations, hundreds of successful deals, and decades of refining the art and science of trade show sales.

The Mission

To help tech and life sciences sales teams stop wasting money on trade shows and start turning them into predictable revenue engines. Every show should generate measurable pipeline—and with the right system, it will.

Why It Matters

Trade shows represent massive investments for B2B companies, yet most teams lack a structured approach to maximize ROI. ShowFloor Playbook™ changes that by bringing discipline, repeatability, and proven best practices to every show floor.

Services

How We Work Together

Choose Your Engagement Level

From foundational workshops to comprehensive leadership partnerships, we have a solution that fits your needs and budget.

⚙️ Workshop: Booth-to-Booth Foundations

Investment: $3,000

Format: 3-hour virtual or in-person session

What's Included:

Pre-show planning strategies and best practices
Floor navigation and booth-to-booth conversation frameworks
CRM workflows for lead capture and follow-up
Actionable takeaways your team can implement immediately

Best For: Teams attending 1-2 shows per year who want to establish foundational processes

🚀 Custom ShowFloor Blueprint

Investment: $6,000–$10,000

What's Included:

Comprehensive process audit of your current trade show approach
Custom CRM integration and workflow design
Team coaching sessions (virtual or in-person)
Post-show workflows including AI summaries and task automation
Performance analysis and optimization recommendations

Best For: Sales teams attending 3-5 shows per year who want a customized, repeatable system

🧭 Leadership Partner Program

Investment: $15,000+

What's Included:

End-to-end guidance across multiple trade shows throughout the year
Live coaching and floor support during events
Real-time strategy adjustments based on floor dynamics
Comprehensive post-event analytics and pipeline tracking
Quarterly review sessions and continuous optimization
Dedicated support for sales leadership

Best For: Organizations with ambitious trade show programs (5+ shows annually) seeking a strategic partner for maximum ROI

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Case Studies

Real Results from Real Trade Shows

Success Stories

See how companies have transformed their trade show performance with ShowFloor Playbook™

Tech Startup Increases Qualified Leads by 300%

SaaS Company | 50 Employees | 3 Trade Shows

The Challenge: A fast-growing SaaS company was attending major industry conferences but struggled with lead quality and follow-up. Their reps felt overwhelmed on the show floor and weren't capturing critical information in their CRM.

The Solution: Implemented the Custom ShowFloor Blueprint including pre-show targeting, conversation frameworks, and automated post-show workflows.

The Results:

300% increase in qualified leads captured
95% CRM data capture rate (up from 40%)
Follow-up time reduced from 2 weeks to 48 hours
$1.2M in pipeline generated from three shows

Life Sciences Firm Systematizes Multi-Show Strategy

Medical Devices | 200 Employees | 8 Trade Shows Annually

The Challenge: A medical device manufacturer attended 8 major shows per year but lacked consistency across events. Different regional teams used different approaches, making it impossible to compare performance or share best practices.

The Solution: Enrolled in the Leadership Partner Program with quarterly reviews, live event coaching, and standardized processes across all shows.

The Results:

Unified methodology across all regional teams
60% improvement in rep confidence and performance
Show-over-show improvements in lead quality and conversion
Clear ROI tracking enabling better budget allocation
Best practices documentation reducing new rep onboarding time

Workshop Transforms Sales Team's Trade Show Approach

B2B Software | 30 Employees | First Major Trade Show

The Challenge: A growing B2B software company was preparing for their first major industry conference. The team had never done booth-to-booth selling and needed to quickly get up to speed.

The Solution: Started with the Booth-to-Booth Foundations Workshop to establish core processes and build team confidence.

The Results:

Entire team trained and aligned in just 3 hours
Clear pre-show plan with prioritized target list
85 meaningful conversations over 3 days
42 qualified opportunities entered into pipeline
Team requested ongoing partnership for future shows

Ready to Write Your Success Story?

Every successful trade show starts with a conversation.

Get Started Today

Contact Us

Let's Transform Your Trade Show Performance

Schedule Your 20-Minute Consultation

Ready to implement ShowFloor Playbook™ at your next trade show? Let's discuss how we can help your team maximize ROI and turn every show into a revenue opportunity.

Prefer to reach out directly?

📧 john@showfloorplaybook.com

🌐 www.showfloorplaybook.com