Sales Enablement Resources

Overview

+ Sales Presentations

+ Visual Content

+ Digital & Interactive Content

+ Trade Show Tactics

+ Sales Tools & Collateral

+ Training & Enablement Support

+ Content for Account-Based Sales

Sales Enablement: Tactics-Trade Show Tactics-Pre-Show Tactics

There’s a lot of noise at a trade show. Booths stacked wall to wall, banners flying high, giveaways tossed around like candy at a hometown parade. And somewhere in that noise is your team, trying to make a connection that matters. At On-Target!, we don’t believe in just showing up. We believe in showing up ready. Because the real selling doesn’t start on the showroom floor—it starts weeks before, with a plan that puts your brand in the right conversations before the doors even open.

 

Why It Matters: Pre-Show Work Drives Post-Show Results

The reality is this: most companies waste their trade show dollars. They show up hopeful, without a plan, and leave wondering if it was worth it. We don’t let that happen. At On-Target!, we believe the real ROI of a trade show is decided long before the event begins. It lives in the meeting set two weeks before the show. It’s in the email that got opened. The microsite that got bookmarked. The rep who walked into a conversation already knowing the customer’s name.

Our pre-show tactics are built not just to make your booth look good—but to make your pipeline stronger. More qualified leads. More meaningful conversations. More momentum for your sales team.

 

Trade Show Sales Success Starts with the Right Pre-Show Tactics

When you invest in a trade show, you’re not paying for square footage—you’re paying for opportunity. And opportunity favors the prepared. Pre-show trade show tactics are the foundation of any successful event presence. They drive awareness, warm up leads, align your sales team, and make sure you’re not just another booth in a crowded hall. At On-Target!, we specialize in building the front-end of that success—the quiet work that creates the loud results. Let’s talk about what that looks like.

Targeted Outreach Email Templates That Invite, Entice, and Deliver

An email is more than an invite—it’s the first handshake. It says, "We’re going to be there, and we want to see you." At On-Target!, we craft pre-show email templates that don’t feel like a generic blast. They feel like they were written for the person reading them. We tailor subject lines to spark curiosity. We align messaging with what your audience cares about. And we include clear calls-to-action that make it easy to schedule a meeting or drop by your booth. The result? Better open rates, stronger engagement, and pre-qualified conversations that start before the show does.

Personalized Landing Pages or Microsites That Convert Interest into Action

Generic doesn’t sell—specific does. That’s why we create personalized event microsites and landing pages that speak directly to the trade show audience. These pages are purpose-built to introduce your brand, offer event-only deals, showcase relevant products or services, and encourage booth visits or meeting bookings. They can include embedded forms, videos, client testimonials, or interactive elements. More than just digital real estate, they’re an extension of your sales team—available 24/7 leading up to the event. And when paired with targeted emails, they turn casual interest into scheduled connections.

Pre-Show Call Scripts That Get Past the Gatekeeper and Into the Calendar

The phone still works. In fact, it works better when it has a purpose. Our team develops pre-show call scripts that give your reps the words they need to book appointments, generate buzz, and build early-stage rapport. We don’t do boilerplate. We script calls around industry pain points, event-specific value props, and your audience’s motivations for attending. Whether your team is calling long-time contacts or cold leads, we give them a framework that works: a strong opening, a compelling reason to meet, and a tone that feels like a real conversation—not a pitch.

Sales Playbooks That Align Your Team and Equip Them to Win

Every show has its own audience. And every audience deserves its own story. We create sales playbooks that break down your offering into audience-specific benefits, talking points, and use cases. Think of it as a field guide for your team: Who we’re targeting. What they care about. How we help. From elevator pitches to competitive positioning to answers for common objections, your reps walk into the event knowing what to say, how to say it, and why it matters. It’s not about scripts—it’s about strategy. And when everyone on your team is telling the same story in the same voice, your message gets through.

Internal Briefings That Set the Stage for Success

Before the event starts, your team should be aligned. Period. That’s why On-Target! delivers internal briefing materials that break down the essentials: event goals, key messages, target personas, featured offers, and competitor insights. We help you lead pre-show huddles that energize and inform. We ensure that marketing and sales are speaking the same language. And we equip your team to represent your brand consistently, confidently, and compellingly. Because a great show starts with a great plan—and a team that’s all in.

 

Ready to Stop Winging It?

If your trade show strategy starts the week before the show, you're already behind. Let On-Target! help you build a real plan—one that puts your team in front of the right people, with the right message, at the right time. Because when you show up prepared, your prospects notice. And when your sales team knows exactly what to say, good things happen.

We’re On-Target!—and we’re here to help you get there first, say it best, and walk away with more than a bowl full of business cards.

Let’s make the most of your next event. Before it even begins.