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Chapter 2

BRS Core Product Training Guide

The 16 products every Sales Consultant must master · what each one is, the customer's-point-of-view framing, and the pitch line in your own voice.

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Category

Core Exhibition Products

2 modules
1

Module 1 · ~6 min

1 · Exhibition Stand

“This is your base at the event. Turn up and showcase your brand · not build a stand.”

Read the customer's-point-of-view first · that's the frame the prospect hears. Then the sales-exec rundown · what it is, why it matters, and the pitch line in your own voice.

Customer's point of view

You'll receive a ready-built, carpeted exhibition stand with your company name and stand number clearly displayed. No hassle · just turn up and showcase your brand. Save time, look professional, and focus on meeting customers.

What it is

A ready-built shell scheme stand, fully carpeted, with the company's name and stand number on the fascia.

Value to the customer

• Saves time and setup effort. • Provides a professional and clean look from the start. • Ready to be branded with their own materials.

How to pitch it

"This is your base at the event. It gives you a professional presence from the minute doors open, letting you focus on engaging customers instead of building a stand."

Hold on to these

  • Lead with benefit · not feature.
  • Use numbers · reach, visibility, lead-gen stats.
  • Position as ROI-driven marketing · not 'a sponsorship item'.

Reflection · write it down

Rewrite the pitch line above in your own voice · the version you'd actually say on a call. Keep the number, change the wording.

Saves automatically · come back to it whenever.

What you walk away with

You can pitch Exhibition Stand in one breath, in your own voice.

3

Module 3 · ~6 min

3 · Speaking Slot (30 minutes)

“Position yourself as the expert · 61% of attendees come back to your stand afterwards.”

Read the customer's-point-of-view first · that's the frame the prospect hears. Then the sales-exec rundown · what it is, why it matters, and the pitch line in your own voice.

Customer's point of view

Deliver a 30-minute talk to 50+ seated visitors (plus standing). Your session appears in the event agenda, online and in the showguide. On average, 61% of attendees come back to your stand afterwards · position yourself as a thought leader and win high-quality leads.

What it is

A half-hour session to present to 50+ engaged visitors (plus standing).

Value to the customer

• Builds authority as a thought leader. • Drives warm leads · 61% of attendees return to the exhibitor's stand. • Featured in agendas · guaranteed visibility.

How to pitch it

"This is your chance to be the expert. Speaking puts you in front of an audience who want to learn from you · and most will come straight to your stand afterwards."

Hold on to these

  • Lead with benefit · not feature.
  • Use numbers · reach, visibility, lead-gen stats.
  • Position as ROI-driven marketing · not 'a sponsorship item'.

Reflection · write it down

Rewrite the pitch line above in your own voice · the version you'd actually say on a call. Keep the number, change the wording.

Saves automatically · come back to it whenever.

What you walk away with

You can pitch Speaking Slot (30 minutes) in one breath, in your own voice.

Category

Marketing and Promotion

7 modules
2

Module 2 · ~6 min

2 · Microsite & Showguide Listing

“Your business gets discovered before the show even begins.”

Read the customer's-point-of-view first · that's the frame the prospect hears. Then the sales-exec rundown · what it is, why it matters, and the pitch line in your own voice.

Customer's point of view

Your business will be featured on our event website (5,000+ weekly visits) and in both the printed and digital showguides · with a 50-word profile, contact details, and stand number. Guaranteed pre-event visibility to thousands of potential buyers.

What it is

A dedicated company listing on our website (5,000+ weekly visitors) and in both printed and digital showguides.

Value to the customer

• Visibility before the event. • Visitors can plan to meet them in advance. • Ensures people know who they are and where to find them.

How to pitch it

"This gets you discovered before the show even begins. Potential buyers can plan to visit you, making your stand busier and more targeted."

Hold on to these

  • Lead with benefit · not feature.
  • Use numbers · reach, visibility, lead-gen stats.
  • Position as ROI-driven marketing · not 'a sponsorship item'.

Reflection · write it down

Rewrite the pitch line above in your own voice · the version you'd actually say on a call. Keep the number, change the wording.

Saves automatically · come back to it whenever.

What you walk away with

You can pitch Microsite & Showguide Listing in one breath, in your own voice.

4

Module 4 · ~6 min

4 · Show Bags

“1 in 3 visitors carry your brand all day · then take it back to the office.”

Read the customer's-point-of-view first · that's the frame the prospect hears. Then the sales-exec rundown · what it is, why it matters, and the pitch line in your own voice.

Customer's point of view

Your branding on bags handed to visitors at the entrance. Around 1 in 3 attendees carry these all day · with your logo appearing in event photos, videos and back in offices afterwards. Exposure that lasts well beyond the event.

What it is

Branded bags handed to visitors at the entrance.

Value to the customer

• 1 in 3 visitors carry them all day. • Brand appears in event photography / video. • Carried back to offices post-show.

How to pitch it

"Everywhere a visitor goes, your brand goes with them. It's portable advertising that gets seen during and after the event."

Hold on to these

  • Lead with benefit · not feature.
  • Use numbers · reach, visibility, lead-gen stats.
  • Position as ROI-driven marketing · not 'a sponsorship item'.

Reflection · write it down

Rewrite the pitch line above in your own voice · the version you'd actually say on a call. Keep the number, change the wording.

Saves automatically · come back to it whenever.

What you walk away with

You can pitch Show Bags in one breath, in your own voice.

6

Module 6 · ~6 min

6 · Show Bag Inserts

“Limited to 7 companies · direct distribution into every show bag.”

Read the customer's-point-of-view first · that's the frame the prospect hears. Then the sales-exec rundown · what it is, why it matters, and the pitch line in your own voice.

Customer's point of view

Place your promotional material (A4 or smaller) inside every show bag. Limited to just 7 companies, this guarantees direct distribution of your message · drive traffic to your stand and generate post-show enquiries.

What it is

Promotional flyers or inserts placed inside show bags.

Value to the customer

• Direct distribution of marketing material. • Only 7 slots available · exclusive feel. • Drives traffic to stand and post-show enquiries.

How to pitch it

"Every visitor carrying a show bag will see your message · it's a guaranteed touchpoint that drives people to your stand."

Hold on to these

  • Lead with benefit · not feature.
  • Use numbers · reach, visibility, lead-gen stats.
  • Position as ROI-driven marketing · not 'a sponsorship item'.

Reflection · write it down

Rewrite the pitch line above in your own voice · the version you'd actually say on a call. Keep the number, change the wording.

Saves automatically · come back to it whenever.

What you walk away with

You can pitch Show Bag Inserts in one breath, in your own voice.

11

Module 11 · ~6 min

11 · Back Page of Showguide

“Prime real estate · the back cover every visitor will see.”

Read the customer's-point-of-view first · that's the frame the prospect hears. Then the sales-exec rundown · what it is, why it matters, and the pitch line in your own voice.

Customer's point of view

Premium advert space on the back cover of the printed showguide. Sent to visitors pre-show and 5,000 copies distributed on-site. Your message in the hands of every attendee before, during, and after the event.

What it is

Premium advert space on the back of the printed showguide.

Value to the customer

• Sent to visitors pre-show. • 5,000 copies distributed on the day. • Always visible and carried around.

How to pitch it

"This is prime real estate · the back cover that every single visitor will see before and during the show."

Hold on to these

  • Lead with benefit · not feature.
  • Use numbers · reach, visibility, lead-gen stats.
  • Position as ROI-driven marketing · not 'a sponsorship item'.

Reflection · write it down

Rewrite the pitch line above in your own voice · the version you'd actually say on a call. Keep the number, change the wording.

Saves automatically · come back to it whenever.

What you walk away with

You can pitch Back Page of Showguide in one breath, in your own voice.

12

Module 12 · ~6 min

12 · Floor Tiles

“Wayfinding visitors literally walk over · only 5 spots available.”

Read the customer's-point-of-view first · that's the frame the prospect hears. Then the sales-exec rundown · what it is, why it matters, and the pitch line in your own voice.

Customer's point of view

Branded tiles placed in the event carpet to guide visitors directly to your stand or area. Subtle but effective wayfinding with high impact.

What it is

Branded floor tiles integrated into event carpet.

Value to the customer

• Acts as signposting to their stand. • Subtle but eye-catching. • Only 5 available.

How to pitch it

"Guide visitors straight to your stand with floor branding they literally walk over."

Hold on to these

  • Lead with benefit · not feature.
  • Use numbers · reach, visibility, lead-gen stats.
  • Position as ROI-driven marketing · not 'a sponsorship item'.

Reflection · write it down

Rewrite the pitch line above in your own voice · the version you'd actually say on a call. Keep the number, change the wording.

Saves automatically · come back to it whenever.

What you walk away with

You can pitch Floor Tiles in one breath, in your own voice.

13

Module 13 · ~6 min

13 · Registration Page Question

“The strongest lead-gen tool · know who's interested before you even meet them.”

Read the customer's-point-of-view first · that's the frame the prospect hears. Then the sales-exec rundown · what it is, why it matters, and the pitch line in your own voice.

Customer's point of view

Your sponsored question added to the ticket registration form. Every visitor must answer, and all positive leads are shared with you post-event · one of the most powerful lead-generation tools available.

What it is

Sponsored mandatory question on visitor registration forms.

Value to the customer

• Every registrant sees their brand. • All positive responses shared post-event. • Direct, qualified leads before the show starts.

How to pitch it

"This is the strongest lead-gen tool. You know who's interested in your solution before you even meet them."

Hold on to these

  • Lead with benefit · not feature.
  • Use numbers · reach, visibility, lead-gen stats.
  • Position as ROI-driven marketing · not 'a sponsorship item'.

Reflection · write it down

Rewrite the pitch line above in your own voice · the version you'd actually say on a call. Keep the number, change the wording.

Saves automatically · come back to it whenever.

What you walk away with

You can pitch Registration Page Question in one breath, in your own voice.

15

Module 15 · ~6 min

15 · Half-Page Advert in Digital Showguide

“Pre-show exposure to 2.4 million contacts · warming visitors up before they arrive.”

Read the customer's-point-of-view first · that's the frame the prospect hears. Then the sales-exec rundown · what it is, why it matters, and the pitch line in your own voice.

Customer's point of view

A half-page advert in our digital showguide, sent to 2.4M contacts before the event. Pre-show exposure on a massive scale to drive stand traffic.

What it is

Advert featured in the digital showguide sent to 2.4 million contacts.

Value to the customer

• Massive pre-event visibility. • Drives traffic to their stand on the day. • Increases brand recognition.

How to pitch it

"This gets your brand in front of millions before the event even begins · warming up visitors so they know your name when they arrive."

Hold on to these

  • Lead with benefit · not feature.
  • Use numbers · reach, visibility, lead-gen stats.
  • Position as ROI-driven marketing · not 'a sponsorship item'.

Reflection · write it down

Rewrite the pitch line above in your own voice · the version you'd actually say on a call. Keep the number, change the wording.

Saves automatically · come back to it whenever.

What you walk away with

You can pitch Half-Page Advert in Digital Showguide in one breath, in your own voice.

Category

Sponsorships

6 modules
5

Module 5 · ~6 min

5 · Lanyards

“100% of visitors wear them · your logo on every neck, all day.”

Read the customer's-point-of-view first · that's the frame the prospect hears. Then the sales-exec rundown · what it is, why it matters, and the pitch line in your own voice.

Customer's point of view

Every visitor must wear a lanyard, which means your logo is visible on every attendee for the entire event. They appear in photos, videos, and media. Maximum brand visibility with 100% reach.

What it is

Branded visitor lanyards worn throughout the event.

Value to the customer

• 100% visitor visibility. • Constant exposure in person and in media.

How to pitch it

"This is the most powerful branding option · your logo around the neck of every single visitor, all day, every day."

Hold on to these

  • Lead with benefit · not feature.
  • Use numbers · reach, visibility, lead-gen stats.
  • Position as ROI-driven marketing · not 'a sponsorship item'.

Reflection · write it down

Rewrite the pitch line above in your own voice · the version you'd actually say on a call. Keep the number, change the wording.

Saves automatically · come back to it whenever.

What you walk away with

You can pitch Lanyards in one breath, in your own voice.

7

Module 7 · ~6 min

7 · Keynote Sponsorship

“Centrepiece of the event · prestige, visibility and leads in one.”

Read the customer's-point-of-view first · that's the frame the prospect hears. Then the sales-exec rundown · what it is, why it matters, and the pitch line in your own voice.

Customer's point of view

Your branding across the main keynote theatre (100–150 seats). Includes back wall, lectern, and exclusive lead-scanning rights. Plus a 30-minute keynote speaking slot · be the brand every visitor sees at the heart of the show.

What it is

Exclusive branding of the main keynote theatre, including a 30-minute speaking slot.

Value to the customer

• Centrepiece of the event. • Brand captured in photos, videos, and media. • Lead scanning at entry for instant data.

How to pitch it

"This puts your brand right at the heart of the event. Every keynote speaker presents in front of your branding · it's prestige, visibility, and leads all in one."

Hold on to these

  • Lead with benefit · not feature.
  • Use numbers · reach, visibility, lead-gen stats.
  • Position as ROI-driven marketing · not 'a sponsorship item'.

Reflection · write it down

Rewrite the pitch line above in your own voice · the version you'd actually say on a call. Keep the number, change the wording.

Saves automatically · come back to it whenever.

What you walk away with

You can pitch Keynote Sponsorship in one breath, in your own voice.

8

Module 8 · ~6 min

8 · Branded Seminar Hall

“Own the space where knowledge is shared · be the name behind learning.”

Read the customer's-point-of-view first · that's the frame the prospect hears. Then the sales-exec rundown · what it is, why it matters, and the pitch line in your own voice.

Customer's point of view

Your branding on the seminar hall panels, lectern, and digital screens. Opportunity to place flyers on every seat and scan attendees exclusively. Own the space where industry insights are shared.

What it is

Branded seminar space with panels, lectern, and digital screens.

Value to the customer

• Own the environment where learning happens. • Flyers on seats · direct brand reach. • Exclusive lead scanning.

How to pitch it

"This makes you the name behind knowledge-sharing. Visitors remember the brand that sponsors the stage they learned from."

Hold on to these

  • Lead with benefit · not feature.
  • Use numbers · reach, visibility, lead-gen stats.
  • Position as ROI-driven marketing · not 'a sponsorship item'.

Reflection · write it down

Rewrite the pitch line above in your own voice · the version you'd actually say on a call. Keep the number, change the wording.

Saves automatically · come back to it whenever.

What you walk away with

You can pitch Branded Seminar Hall in one breath, in your own voice.

9

Module 9 · ~6 min

9 · Networking Area Sponsorship

“The only refreshment zone at the event · everyone passes through.”

Read the customer's-point-of-view first · that's the frame the prospect hears. Then the sales-exec rundown · what it is, why it matters, and the pitch line in your own voice.

Customer's point of view

Exclusive branding in the only refreshment and networking zone at the event. Includes a large branded wall, hanging banner, and scanning rights · capture the attention of every visitor looking to connect.

What it is

Branded networking area with signage, banners, and scanning rights.

Value to the customer

• Only refreshment / networking spot at the event. • Guaranteed footfall and exposure. • Direct access to all visitors entering the space.

How to pitch it

"This is where every conversation happens · and your brand will own the area where people connect and do business."

Hold on to these

  • Lead with benefit · not feature.
  • Use numbers · reach, visibility, lead-gen stats.
  • Position as ROI-driven marketing · not 'a sponsorship item'.

Reflection · write it down

Rewrite the pitch line above in your own voice · the version you'd actually say on a call. Keep the number, change the wording.

Saves automatically · come back to it whenever.

What you walk away with

You can pitch Networking Area Sponsorship in one breath, in your own voice.

10

Module 10 · ~6 min

10 · Speed Networking Sponsorship

“Always packed · 40 seats · hourly 90-second pitches · the show's most dynamic feature.”

Read the customer's-point-of-view first · that's the frame the prospect hears. Then the sales-exec rundown · what it is, why it matters, and the pitch line in your own voice.

Customer's point of view

Sponsor the show's most dynamic feature · the 40-seat speed networking area. Runs hourly, always full. Includes branding, staffing, scanning rights, floorplan presence, and a full-page showguide advert · associate your brand with the highlight of the event.

What it is

Branded 40-seat speed networking zone · a core event feature.

Value to the customer

• Always packed · a visitor highlight. • Branding in the most energetic area of the show. • Full-page advert + lead scanning rights.

How to pitch it

"Everyone loves speed networking · it's the liveliest part of the show. By sponsoring it, your brand becomes associated with making connections."

Hold on to these

  • Lead with benefit · not feature.
  • Use numbers · reach, visibility, lead-gen stats.
  • Position as ROI-driven marketing · not 'a sponsorship item'.

Reflection · write it down

Rewrite the pitch line above in your own voice · the version you'd actually say on a call. Keep the number, change the wording.

Saves automatically · come back to it whenever.

What you walk away with

You can pitch Speed Networking Sponsorship in one breath, in your own voice.

14

Module 14 · ~6 min

14 · Workshop Sponsorship

“Hands-on with visitors · show, don't tell · 8 workshops over 2 days.”

Read the customer's-point-of-view first · that's the frame the prospect hears. Then the sales-exec rundown · what it is, why it matters, and the pitch line in your own voice.

Customer's point of view

A branded workshop theatre with 24 or 32 seats, AV and internet provided. Run up to 8 interactive sessions over 2 days, with visitors booking slots in advance · showcase your products in depth to pre-qualified audiences.

What it is

Branded, interactive workshop theatre for product demos and sessions.

Value to the customer

• 24 or 32-seat set-up with AV, branding, internet included. • Visitors pre-book sessions online. • Up to 8 workshops across 2 days.

How to pitch it

"This is where you get hands-on with visitors · showing, not just telling. It's personal, immersive, and highly engaging."

Hold on to these

  • Lead with benefit · not feature.
  • Use numbers · reach, visibility, lead-gen stats.
  • Position as ROI-driven marketing · not 'a sponsorship item'.

Reflection · write it down

Rewrite the pitch line above in your own voice · the version you'd actually say on a call. Keep the number, change the wording.

Saves automatically · come back to it whenever.

What you walk away with

You can pitch Workshop Sponsorship in one breath, in your own voice.

Category

Sales Executive Operating Rules

1 module
16

Module 16 · ~8 min

16 · Key tips for sales executives

“Always focus on benefits, not just features. Use numbers. Position each product as ROI-driven marketing.”

The 15 products above are the toolkit. These three operating rules are what turns the toolkit into deals. Internalise them · then practise them on every call until they're instinct.

The three rules

1 · Always focus on benefits, not just features. 2 · Use numbers · reach, visibility, lead-gen stats · to prove value. 3 · Position each product as ROI-driven marketing, not just 'a sponsorship item.'

Why each rule matters

Features tell · benefits sell. A '3m × 2.5m banner' is a feature. 'Branding in the only refreshment zone at the event' is a benefit. Customers buy outcomes.

Numbers reduce risk. 5,000 weekly visitors · 100% lanyard reach · 61% return-to-stand rate · 2.4M database. Every number you cite makes the buy feel less speculative.

ROI framing changes the buyer's frame. The minute the customer hears 'sponsorship' they think cost. The minute they hear 'ROI-driven marketing' they think investment. Same product · different decision.

Hold on to these

  • Features tell · benefits sell.
  • Numbers reduce risk · cite them every time.
  • 'Sponsorship' = cost. 'ROI-driven marketing' = investment. Choose your frame.

Reflection · write it down

Pick any three products from this chapter. For each one · write the feature, then rewrite it as a benefit, then add the number that proves it.

Saves automatically · come back to it whenever.

What you walk away with

You can take any product and instantly reframe it · feature → benefit → number. The toolkit becomes deals.

Chapter 2 · Homework

Lock it in · before you move on.

Build your product cheat-sheet · one page, 16 lines

Open a doc · write each of the 15 products on one line, followed by the one-line pitch in your own voice. Plus the three sales-exec rules at the top. One page. Print it. Pin it where you make your calls.

When you've built it · and where you've pinned it

Pick your three opening products

Not every product fits every customer. Pick the three products you'll lead with for a Startup, an SME and a Mid-market customer respectively. Write the one-line reason for each pick.

Startup · SME · Mid-market · your three picks and why

Roleplay one pitch with your mentor this week

Pick the product you find hardest to pitch. Book 15 minutes with your mentor. Pitch it. Take the feedback. Pitch it again. The second version is the one you'll use on real calls.

Which product · when booked · what you learned

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