What do you do if your boss's expectations at a trade show are unrealistic?

Attending a trade show can be a significant opportunity for your company, but what happens when your boss sets the bar impossibly high? You might feel overwhelmed, but there are strategies to manage expectations and ensure a successful event. It's crucial to navigate this situation delicately, balancing ambition with realism, and ensuring that your boss's vision aligns with what can be feasibly achieved on the trade show floor.

1 Assess Goals

When faced with unrealistic expectations, your first step is to assess the goals set by your boss. Understand the objectives behind them, and consider whether they align with the company's capabilities and resources. It's important to recognize the difference between ambitious goals and those that are simply unattainable. By breaking down each goal, you can identify which aspects are achievable and which may need to be scaled back or adjusted.

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Maurice Gerardi

The past 25 years have been an amazing journey, full of incredible people, great clients, rich blessings, and countless opportunities for Omega Design Events & Nite Mix Entertainment.
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In order to set more realistic expectations with your boss, you need to have a professional conversation with them and address the issue directly. Don’t beat around the bush — you don’t have the time. But say this before it really gets to the last minute and you leave your boss hanging.

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2 Open Dialogue

Having identified the areas of concern, initiate an open dialogue with your boss. Approach the conversation with a positive attitude, focusing on finding solutions rather than just highlighting problems. Be prepared with a clear explanation of the challenges and offer alternative strategies that are more realistic. Your aim is to create a collaborative atmosphere where you can work together to set more achievable goals for the trade show.

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Linda L Armstrong

Editor. Content Manager. Word Wrangler.
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A great place to have this dialogue is on the trade show floor. Schedule some time to walk your boss around the show (perhaps on the last day). Point out what competitors are doing, how it compares to your program, and how much money those elements likely cost. Consider enlisting your exhibit-house rep to walk along with you. Sometimes, lack of funding is holding back your progress, and providing some real competitor context can shake loose some resources to boost effectiveness.

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Stan Kruss

Exhibit Stands Proven to Win Customers. | CEO at Expo Centric | I built Australia's leading exhibition stand company from 15 years of industry excellence. | Immerse your customers with experiential trade shows.
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Communicate with your boss as soon as possible to clear the air. Approach the conversation with a positive, solution driven mindset, rather than just pointing out the negatives. Offer solutions where possible to demonstrate your intentions are well meaning and you want to get to a constructive solution. Don't be afraid to ask clarifying questions. Don't assume anything.

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3 Plan Realistically

Once you've reached a mutual understanding, it's time to plan realistically. Take the revised goals and develop a detailed plan of action that outlines what needs to be done before, during, and after the trade show. This plan should include specific steps, assigned responsibilities, and timelines. A well-thought-out plan can serve as a reality check and a roadmap to success, making it easier to manage expectations and deliver results.

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Rebecca King

Sales Leader, Strategy Consultant for Tradeshow Programs @Catalyst Exhibits
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While you have the attention, also decide how to measure the outcomes and make sure the process, resource and behavior is supported. Enlist the bosses help where needed! Being able to tie real deal potential $ is a great metric on top of brand impressions and lead counts. Consider a well thought out plan and training on the floor for booth staff to lock in consistent messaging, engagement strategies, talking points and objection handling to make the most of the moment. The more attendees feel engaged, the more memorable the brand.

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4 Leverage Expertise

Utilize the expertise within your team to meet revised trade show objectives. Every team member has unique skills and insights that can contribute to a successful outcome. Encourage your colleagues to share their ideas on how to best showcase your company's products or services within the realistic constraints. This collective approach not only fosters team spirit but also ensures that all aspects of the trade show are covered by people who are best suited for each task.

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5 Monitor Progress

Monitoring progress is critical in ensuring that the trade show preparations stay on track. Regular check-ins and updates can help you spot any potential issues early on and adjust your strategy accordingly. This proactive approach keeps everyone accountable and allows for flexibility in managing tasks. It also provides tangible evidence to your boss that the team is working diligently towards the trade show goals.

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Stan Kruss

Exhibit Stands Proven to Win Customers. | CEO at Expo Centric | I built Australia's leading exhibition stand company from 15 years of industry excellence. | Immerse your customers with experiential trade shows.
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Sometimes your boss may not be familiar with the details of what’s involved in setting up a trade show. Maybe they don’t have direct experience, or it’s been years since they did.! In this case, you need to explain the details and let them understand the implications. Communication is key.

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6 Reflect & Adapt

After the trade show, take the time to reflect on what was achieved versus the initial expectations. Analyze the outcomes, learn from the experience, and use this knowledge to inform future events. If certain unrealistic expectations were not met, discuss with your boss how the approach can be adapted next time. Continuous improvement is key, and each trade show offers valuable lessons that can refine your strategy moving forward.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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What do you do if your boss's expectations at a trade show are unrealistic?

1

2

3

4

5

6

7

1 Assess Goals

2 Open Dialogue

3 Plan Realistically

4 Leverage Expertise

5 Monitor Progress

6 Reflect & Adapt

7 Here’s what else to consider

Trade Shows

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What do you do if your boss's expectations at a trade show are unrealistic?

1

2

3

4

5

6

7

1 Assess Goals

2 Open Dialogue

3 Plan Realistically

4 Leverage Expertise

5 Monitor Progress

6 Reflect & Adapt

7 Here’s what else to consider

Trade Shows

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