{"version":1,"type":"rich","provider_name":"Libsyn","provider_url":"https:\/\/www.libsyn.com","height":90,"width":600,"title":"Why Your Trade Show ROI Is Suffering and How to Fix Your Sales Team's Booth Strategy","description":"If you\u2019re spending $50K+ on a trade show and hoping it works\u2026 you\u2019ve already lost. Most booths don\u2019t fail because of traffic. They fail because no one knows how to convert it. And the worst part? You won\u2019t even realize how much money you left on the floor. This episode breaks the illusion that trade shows are about \u201cshowing up.\u201d They\u2019re not. They\u2019re about engineered attention, controlled engagement, and conversion systems that most companies never install. Kayvon sits down with Anders Boulanger, a trade show performance specialist who\u2019s worked inside everything from $10K booths to million-dollar builds. What he exposes is simple: Most companies operate like booth buyers. They pay for space, stand around, and wait. The ones who win? They manufacture demand, control the crowd, and pre-frame every interaction before a sales conversation even begins. This conversation goes deep into the mechanics behind high-performing booths: Why passive traffic kills ROI, how psychology outperforms design, what actually makes people stop, stay, and buy, and how the best companies turn trade shows into predictable revenue channels instead of expensive brand plays. If you\u2019ve ever questioned whether trade shows \u201cwork\u201d,  this will show you why most don\u2019t. This episode is for: Founders investing in live events, expos, or trade shows, operators responsible for pipeline, lead generation, and conversion, sales leaders tired of low-quality event ROI, companies spending real money on visibility without measurable return. If you\u2019re not responsible for revenue, this isn\u2019t for you. Trade shows are one of the last true face-to-face sales environments where attention, influence, and execution collide in real time. This episode unpacks how business growth at events is driven by human behavior, not booth design. It shows how sales systems, buyer psychology, and real-time engagement determine whether you generate a pipeline or just collect badges. From lead capture failure rates to conversion gaps inside booth teams, this is a breakdown of how money is won or lost in live environments where most companies rely on hope instead of structure. Topics covered: Why most companies send their worst closers to their biggest opportunity The \u201cbooth buyer\u201d mistake that kills ROI How to engineer crowd psychology and create a magnetic presence The 3-part model: attract, connect, convert Why 70\u201375% of trade show leads never get followed up The real role of booth staff in revenue generation How top companies generate 3x\u20134x ROI from the same events The difference between traffic and qualified attention Simple execution mistakes that cost companies millions Looking to dive deeper into these conversations and connect with our host and guest? Follow Anders Boulanger: Instagram Facebook LinkedIn Engagify.ai Follow Kayvon: Instagram Facebook LinkedIn TikTok     Want to go deeper with Kayvon? Subscribe to the newsletter Book a discovery call Get your Revenue Engine Scorecard\u2122\ufe0f Hire the right salespeople ","author_name":"The Vault Unlocked","author_url":"https:\/\/sites.libsyn.com\/591700","html":"