Guests: Jared Ledford of America Builds Better Host: Randy Chaffee Producer / Director / Co-Host: Wes Wyatt Episode Summary: Jared Ledford joins Randy Chaffee and Wes Wyatt for a hard-hitting conversation on how to actually win at trade shows instead of simply showing up and hoping the booth fairy drops leads in your lap. Coming off the York, Pennsylvania Shield Wall event, Jared and Randy unpack what exhibitors are doing right, what they are getting lazy about, and why companies need to treat every show as a full-blown relationship-building campaign before, during, and after the event. Jared challenges businesses to refresh stale booth setups, promote their presence in advance, send people who truly know the product, and stop blaming the show when they fail to invite customers, work the floor, attend sessions, or follow up. The conversation hammers one central truth: trade shows are not just about scanning badges. They are about creating relationships, strengthening existing partnerships, rekindling warm prospects, meeting decision-makers, and becoming visible in the industry. Jared admits his own mistake of arriving too late and setting up the morning of the show, turning it into a lesson for every exhibitor: get there early, set up the day before, and use that time to connect with other vendors, partners, and potential customers. Randy wraps the episode around one of the show's strongest lines: live in the industry, not off the industry. The real wins happen when you show up prepared, stay visible, serve others, and build trust long before you ask for the sale. Key Takeaways: Trade shows reward preparation, not attendance: If your plan is to pack the booth, show up, and wait for traffic, you already lost. Promote the event, invite clients, use free passes, schedule meetings, and create reasons for people to come see you. Freshness matters on the show floor: Jared warns exhibitors not to drag the same tired booth, flyers, business cards, and displays from show to show. Your business evolves, so your trade show presence should evolve too. Do not become a “badge bandit”: Scanning someone’s badge without a real conversation is lazy lead collection, not sales. Qualify people, build a moment, ask better questions, and earn the follow-up. The best trade show opportunities happen outside the booth: Setup day, educational sessions, coffee tables, hotel bars, dinners, hallway conversations, and after-hours gatherings often create stronger relationships than booth traffic alone. Get there early, set up early, and be visible: Jared openly admits that setting up on the morning of the expo was a mistake because his back was turned as potential conversations walked by. The day before the show can be one of the most valuable networking windows. Existing customers matter as much as new leads: Trade shows are not only for prospecting. They are also perfect for cementing relationships, reconnecting with warm prospects, and spending low-pressure time with people who already know you. If the show “sucked,” check the mirror first: Randy and Jared challenge exhibitors who blame the event without asking what they did to promote, prepare, engage, and follow up. Most shows offer opportunity, but only for people willing to work for it. Relationships are the real ROI: Jared points out that many of his strongest industry connections, including Randy and Gary from Shield Wall, began through trade shows and grew through repeated conversations, shared meals, and consistent follow-through. Sales is a lifestyle, not a time slot: Randy and Jared agree that great salespeople stay engaged, but also know when to recharge. You cannot disappear after the floor closes and expect to build deep industry relationships. Live in the industry, not off the industry: The episode’s strongest message is that real players contribute, connect, teach, learn, and serve. The people who only extract money from the industry eventually disappear. The people who invest in it build lasting wins. Resources and Links: Jared Ledford: https://www.linkedin.com/in/jaredledford/ America Builds Better: https://americabuildsbetter.com/ https://www.linkedin.com/company/americabuildsbetter/ Randy Chaffee: https://www.linkedin.com/in/randychaffee/ https://www.facebook.com/therandychaffee https://www.sourceonemarketingllc.com https://www.buildingwins.live Wes Wyatt: https://www.weswyatt.com https://www.linkedin.com/in/weswyatt/ https://www.facebook.com/wesawyatt/
