Outpacing the competition with a soft skills upskill program
A leading player in the agricultural sector had a long-standing tradition of attending top global trade fairs. However, year after year, its investment failed to deliver improved customer satisfaction or measurable ROI. Seeking to turn things around, the company turned to Mercuri International for targeted training support.
The challenge
A leading player in the agricultural sector had a strong tradition of attending top global trade fairs. However, year after year, its investment failed to translate into improved customer satisfaction or measurable ROI.
Despite significant foot traffic, the company faced:
- Unsystematic lead generation at the booth
- Temporary staff lacking the skills to engage and convert visitors
- Missed opportunities due to overwhelming visitor numbers
- Stagnant Net Promoter Scores (NPS) compared to competitors
The solution
Mercuri International implemented a targeted soft skills upskill program for everyone representing the client at the trade fair, including college temps, marketing, and sales professionals. Each team member received role-specific training designed to:
- Define clear trade fair objectives for both the client and visitors
- Master the art of greeting and engaging every visitor
- Use questioning techniques to uncover real interests
- Identify and advance sales opportunities on the spot
- Optimize time management to handle peak visitor periods without losing quality
- Employ storytelling to communicate the brand’s value and innovation
The outcome
The client achieved the highest NPS in the trade fair’s history, outpacing all competitors. As a result, the program’s success led to its rollout across other trade fair initiatives.
In today’s competitive agri-market, trade fairs are more than just a tradition—they’re a strategic opportunity. With the right approach, every interaction can be transformed into a lasting business relationship and measurable growth.
Our client had been attending premier global trade fairs in its industry for years, but had yet to improve its NPS compared to the competition or demonstrate meaningful ROI from the events. The budget was considered a sunk cost.
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