Corporate · Coaching
BOBST Executive Voice
C-suite built a human EVP narrative from scratch
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Manufacturing · 3-Day Intensive Workshop
BOBST at Drupa 2024
64 technical experts trained to turn deep product knowledge into stand conversations that book meetings — at the world's most important print trade show.
64
Participants
3
Days
Intensive
Workshop Format
4.8/5
Satisfaction
+12%
Demo-to-Meeting Conversion
The Context
The world's biggest stage for packaging innovation
BOBST at Drupa 2024 — the world's largest print trade show, once every four years. For BOBST, one of the world's leading packaging equipment suppliers, Drupa is the primary commercial event of the decade: where deals are seeded, partnerships formed, and market positioning set for years ahead. With hundreds of thousands of visitors and fierce competition on the floor, the only differentiator was the quality of conversations.
The Problem
Informed visitors. Unconvinced buyers.
BOBST's experts knew the machines better than anyone — but on a noisy trade show floor, that depth of knowledge was becoming a liability. Conversations informed visitors without converting them, and the gap was costing BOBST meetings.
- Experts launched into comprehensive technical briefings when visitors asked a simple opening question
- Visitors left informed but not moved to book a follow-up meeting
- No repeatable system for adapting the message to different visitor profiles in under three minutes
- Technical confidence on the stand did not translate into commercial conversations
The Program
A four-phase system built for the show floor
Day 0
Diagnostic & Brief
Deep-dive into BOBST's products, visitors profiles, and show objectives. Identified the three core messages that mattered most and mapped the typical stand conversation flow.
Day 1
Structure & Message Architecture
Built a repeatable conversation framework for each product zone. Experts learned to lead with the visitor's world — not the product specs — and structure their pitch around a single clear outcome.
Day 2
Presence & Delivery
Focused on the physical reality of the stand: noise, interruptions, rapid transitions. Experts practiced anchoring attention, controlling pace, and reading visitor signals in real time.
Day 3
Live Practice on Stand
Full simulation on the actual stand configuration. Role-played buyer personas, live feedback loops, and final calibration before the show doors opened.
"Our experts left the training not just better speakers — they left with a system they could trust under pressure."
Sponsor Perspective
Hear it from Jörg Winterhoff
Watch the sponsor's perspective
The Outcomes
Measurable impact. Lasting capability.
+12%
Demo-to-meeting conversion rate
4.8/5
Participant satisfaction rating
64
Experts trained across product teams
- Experts equipped with a repeatable conversation system usable across all stand interactions
- +12% improvement in demo-to-meeting conversion rate tracked over the show period
- 4.8/5 satisfaction score across all 64 participants
- Program adopted as the standard preparation methodology for future BOBST trade show appearances
- Frameworks extended to regional sales teams for use in ongoing customer conversations
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