Log In Now

Call Us on +44 1608 653868


Information for a lifetimeTM


Richard Denny has attended more exhibitions and trade fairs than he can even remember. Here he highlights ten fundamental rules that exhibitors should follow if they wish to have a successful exhibition experience.

I attend as many exhibitions and trade fairs as my diary allows for the simple and obvious reason it’s still a great way of staying in touch with new products, trends and of course the competition. I like to know what’s new, I like to have the interaction of people and it is so much more effective than just trawling the internet.

You might say “well is it really time/cost effective”? Yes, it most certainly can be. I find there is always change and something new, apart from one certainty and that is that approximately 40 per cent of people who are delegated to man the stands have not been trained. They have not been given basic instructions on how to behave and what the purpose of their attendance really is.

“I find there is always change and something new, apart from one certainty and that is that approximately 40 per cent of people who are delegated to man the stands have not been trained.” Richard Denny

It can cost a lot of money to rent the space and then produce an interesting and hopefully eye-catching trade stand, only to be devalued by the people manning that stand that are just not up to the professional skill level required. Very rarely are sales and deals closed at these events, but that is not the purpose of the exhibitor, the real business starts when the exhibition or trade fair is concluded. So my message to directors and business owners is this: do not put people on a stand without some pre trade fair skills learnings/preparation.

So here are ten tips on making the most of an exhibition or trade fair:

  1. The stand itself should be very simple and on arrival at the stand a visitor should be able to know within one second of looking at it exactly what you do.
  2. Avoid having lots of writing and words, it will not get read and will not convince anybody that you are right for them. The old saying goes, ‘a picture is worth a thousand words’, but in this case a picture is worth 50 words.
  3. The purpose of the stand is to only attract the people who could be interested in your product or service, so it should shout the benefits that will relate to that audience.
  4. The executives manning the stand must understand the key function and that is to get the information needed to make an effective follow up. So, get the name and job title, telephone number, email, and of course points of interest and points of discussion should all be gathered. Your success should be judged by numbers and the quality of people who follow up.
  5. Don’t be pushy, be pulley. Don’t stand in the aisle or in the front of the stand, stand a little inside and be welcoming, you want people to come over and not to be standing conversing in the aisle.
  6. Don’t stand at the back and please don’t sit down, unless of course you are in discussion with a visitor.
  7. It is absolutely essential to learn some basic selling skills, making eye contact, understanding how to sell yourself with the knowledge that people buy people.
  8. Don’t think your job is to give out literature. Most literature taken from an exhibition goes straight into the bin. One technique that can be very effective is to run out of literature and brochures but offer to put them in the post afterwards, which will enable you to collect a business card and details. Brochures and literature will make profits for the printers and designers, but very rarely for your business.
  9. Be really interested in the visitor and use the greatest selling skill of all – asking questions. Also you should hone your listening skills and talk about what they are interested in.
  10. Yes, it can be very tiring being on your feet all day, but that last person coming onto the stand could well be the potential client that you are really looking for. Never prejudge people. The follow up after the exhibition must be done within three days, just be aware that your competitors will be following up as well.

For more detailed information and help, contact Denny Business Academy for direct access to Richard Denny coaching.

What People Say About Us

"It is no surprise that your book Selling to Win has been in publication and top of the charts for 25 years. I was first introduced to the book and then to Richard Denny over 10 years ago. In that time your words have inspired many, and your stories have stayed as a precious reminder to help achieve customer excellence and to build long term relationships. Selling to Win has become a firm favourite."

Diane Martyn – is a recruitment and business professional. Until February 2012 Diane was Chief Executive Officer of Select Appointments plc which merged with Randstad and became Randstad Staffing in May 2008. She is now non-executive director at Staffline Group plc

"Selling to Win is so good I bought 400 copies for our sales force and it certainly helped us create a series of large extremely profitable business"

Alan Jones OBE – joined TNT Overnite in 1980 and in 1985 was appointed MD to TNT UK Ltd. when the company employed less than 3,000 people. He built the company to become the most profitable in the industry winning many awards along the way and became Group Managing Director of TNT Express with a global workforce of around 45,000 until the end of 2003. From October 2005 – 2008 Alan was chief executive of GSL where he transformed trading results through the introduction of business excellence approaches. He is involved with many prestigious Foundations, Charities, Institutes and Associations and holds several honorary degrees from Midlands Universities.

"Richard Denny is the Master of Sales and Selling to Win is a masterpiece of sales advice"

Bev James – is a successful serial entrepreneur and business coach with more than 20 years' experience in diverse sectors including coaching, training, recruitment and health & fitness. Founder, MD & Head of Training for the Entrepreneurs' Business Academy, a joint venture with James Caan, she is also one of the EBA Millionaire Mentors and has coached many entrepreneurs to millionaire status

"Selling to Win was one of the first books I read during my formative years in business nearly 20 years go. It has been an essential and brilliant source of inspiration ever since!"

Liggy Webb – is widely respected as a leading expert in the field of Modern Life Skills. As a presenter, consultant and author she is passionate about her work and improving the quality of people's lives. Liggy is a consultant for the United Nations and travels extensively working in a variety of worldwide locations.

"For 23 years since I first bought Selling to Win for my team, all practical points and powerful prose that this purposeful book delivers has proved priceless. The fact that it is still the sought after manual after 25 years is testament to how Richard has captured the very essence of what makes for success. When years later I was fortunate to tour Iran with Richard I witnessed that his engaging straight-talking, humorous and highly professional style mirrored his powerful prose."

Professor Colin Turner – is listed as one of the worlds top business gurus as thought-leader and practitioner, he is the creator of Psychology of Corporate Entrepreneurship, and founder of The One Percent Solution (T-O-P-S). He is also the author of some 22 books.

"Selling to Win is the book on selling amongst all the books on selling. Every business, if they want to win, has to sell and Selling to Win shows them how, chapter and verse. From the beginner to the hardened old pro, this is the book that you have to carry if you want to sell to win."

Geoff Burch – the alternative business guru and keynote speaker on change. Geoff uses funny, entertaining and challenging ideas to get his message across. He is also a best selling author of six business books and gives good advice to small business owners or people starting their own businesses.

"This was one of the first business books I ever read. It has helped me in every way throughout my business career and I have used the ideas to great effect. If everyone in business put Richard Denny’s teachings from Selling to Win into practice the UK economy would be a world beater."

Steve Bennett – began his career in the late ‘80s with a £40 a week Government Enterprise Allowance and within ten years had developed the fastest growing privately owned company in Britain and then his next venture jungle.com became the first internet success story. He has been quoted in the press as the “king of customer services”. Having developed an addiction for gemstones in 2003 he then launched Gems TV in 2004 which was the first dedicated jewellery channel in Europe and in 2006 it floated on the Singapore Stock Exchange. The company did not flourish under corporate ownership and Steve bought back the company in June of 2010 and the company has now provided gem pieces to over 350,000 customers.


"Thank God for Richard Denny. I’ve lost count of how many businesses and individuals his priceless advice and knowledge have saved from the mortal dangers of uncertain economies, uncertain customers and ineffective selling techniques. I bought Selling to Win 20 years ago on one of my many maxed out credit cards. It stayed by my side through my evolution from massive debt into owning a multi million pound business. Richard Denny is that rare combination – a sales genius with the ability to translate his profound knowledge into simple steps that you can follow to transform your sales. This book contains the keys to unlocking the financial freedom you deserve. Buy it. Read it. Use it."

Chris Cardell - is a trusted adviser to business owners across the world on marketing, internet marketing and Entrepreneurial success. For two decades, he has shown business owners, managers and the self-employed how to win more customers and increase their profits using advanced marketing, advertising and internet strategies.

"Richard Denny’s book Selling to Win is one of those rare business books that just go on being recommended, bought and reprinted. Yes it is a classic and will continue to guide its readers in making selling enjoyable, professional and profitable, and no doubt will still be in print for another 25 years."

Allan Pease - Known internationally as 'Mr. Body Language' for almost 4 decades since his definitive book with that title became a multi-million seller and the communication bible for organisations worldwide. Allan is also a highly entertaining motivational speaker.


"I met Richard nearly 20 years ago when I worked in marketing and advertising, just prior to being made redundant (and founding King of Shaves!). He was a dynamic, impressive individual – and made a mark on me – I read and re-read his book then – the 1997 edition of ‘Selling to Win’. Nothing starts in this world without a sale – and he for sure helped me in transferring MY enthusiasm for what I intended to do, to often – the desired effect."

Will King – Created King of Shaves in 1993 in his kitchen, it is now the second largest brand of shaving software in the UK with a powerful retail presence throughout the nation. His Book ‘The King of Shaves Story’ - tells how he founded King of Shaves in the middle of the 90's recession, and developed it into a global challenger brand in the wet shave market.


"Richard Denny is an amazing communicator. Selling to Win is a practical, highly effective and inspirational book. Follow Richard Denny’s advice and you cannot fail!"

Rosemary Conley CBE – the UK’s leading diet and fitness expert with over 40 years’ experience of helping people lose weight and get fit. Writing her first book in 1986 Rosemary went onto launch her diet and fitness clubs in 1993 which now have in excess of 70,000 members, and she was made a Commander of the British Empire in 2004.


"Richard Denny is a true national treasure! Like many of my generation, ‘Selling to Win’ was my business bible during the formative years – I learned so much from it and it’s all still relevant today."

Nigel Botterill – A multi-award-winning entrepreneur who has built eight separate £million+ businesses from scratch since 2004 and now helps other UK business owners be successfull.

"It is nearly 20 years ago that I first met Richard Denny – an individual whose passion for business is positively infectious. His book ‘Selling to Win’ was my bible when I set up my first company in 1993. I was genuinely inspired, so much so, that when the company began to expand Richard became a regular speaker at our staff training sessions. It is no exaggeration to say that the things I learned from Richard back then I am still applying to my business practices every single day as I move towards selling my second company! I would recommend ‘Selling to Win’, and of course Richard Denny to anyone in the business world. It’s an eye opener."

Brian MacLaurin – Founder and CEO of MacLaurin Communiactions Ltd.,/MacLaurin Group Ltd., now Chairman of MacLaurin Media Ltd. since 2003. Using their unrivalled knowledge of media his company develop strategies and deliver award winning media campaign for their clients.

Latest Blog Articles

Our Company

Denny Success Academy is committed to providing content that inspires people to find personal and business development success whatever their walk of life and or business context.

Contact Us

Insights Emailer Sign Up

Terms & Conditions

Welcome to our website. If you continue to browse and use this website, you are agreeing to comply with and be bound by the following terms and conditions of use, which together with our privacy policy govern Denny Success Academy’s relationship with you in relation to this website. If you disagree with any part of these terms and conditions, please do not use our website. The term ‘Denny Success Academy’, or ‘DSA’ or ‘us’ or ‘we’ refers to the owner of the website whose registered office is 20 Imperial Square, Cheltenham, Gloucestershire, GL50 1QZ. Our company registration number is 9327601. The term ‘you’ refers to the user or viewer of our website.

Click Here For Full Terms & Conditions

Our Payment Provider for the collection and processing of  transaction information is 'Sagepay Ltd'. All transactions are secured using '3D Secure'. Sagepays security policy can be viewed at http://www.sagepay.co.uk/policies/security-policy