For individual exhibitors, this book is a formidable companion and/or alternative to the Masterclass  ‘live’ webinar.

It is not just another trade show book filled with information, opinions, and theory.

It is a practical education and complete instruction guide designed to help exhibitors improve how they prepare for, perform at, and most importantly FOLLOW UP after a trade show.

Everything taught in the webinar is included in this book — and much more.

Written from the real-world experience of operating a successful 22-year trade show lead management service company that processed more than one million trade show leads for its clients, this book teaches exhibitors the complete exhibiting process:

• pre-show promotion and invitation
• booth staff engagement and performance
• visitor questioning as lead qualification
• lead response and follow-up
• lead nurturing
• measurable ROI improvement

But the true differentiator of the book, compared to others, are the practical instructions for the implementation of the post-show lead response, qualification, and follow-up system Richard Erschik developed after observing one uncomfortable industry reality:

Most exhibitors do not fail because they didn’t collect enough names. They fail because they never developed a practical process for managing those names after the show.

Leads sit too long.  Salespeople get busy. Marketing hands sales unqualified names. Follow-up slows down. Valuable opportunities quietly disappear — not because people are lazy, but because most companies never built a workable process for managing leads correctly.

This book explains that problem… and teaches a practical solution.

Readers learn how to implement a process designed to achieve 100% lead follow-up instead of accepting the industry’s poor follow-up habits as normal.

The book also includes active-learning templates, working examples, worksheets, lead response procedures, qualification guidelines, lead nurturing concepts, and booth staff engagement instructions exhibitors can immediately adapt and use at their next trade show.

This is not motivational fluff or generic business advice. It is a practical trade show operating system designed to help exhibitors improve accountability, organization, follow-up, lead management, and measurable ROI.

If your company depends on trade shows to generate sales opportunities, you should not exhibit at another show without reading this book first.

At only $79, it may become one of the most profitable trade show investments your company ever makes.