How to make tradeshows work for you with Jeff Dahler

Trade shows can be one of the best lead sources in your business.

Or… one of the biggest wastes of time and money.

The difference?
👉 Execution.

In this episode, Dominic Rubino talks with Jeff Dahler, who’s spent 30+ years working trade shows from every angle.

Here’s what contractors need to know.

1. Trade Shows Start BEFORE the Show

Most people get this wrong.

They focus on:

• Booth setup
• What to bring
• Who to send

But the real question is:

👉 Why are you going?

You need to know:

• How many leads you want
• What a lead is worth
• What success looks like

Example:
If one client = $50,000
Then one deal could justify the entire show.

Without that clarity… you’re guessing.

2. You Have 3–5 Seconds to Win Attention

A trade show floor is chaos.

People are overwhelmed.
Noise. Lights. Booths everywhere.

You get 3–5 seconds.

That’s it.

Your booth must answer ONE question fast:
👉 “What’s in it for me?”

Not:

• “We build cabinets”
• “Family-owned business”

Instead:

• “We install kitchens that add $X to your home value”
• “Fastest install time in the city”

Clear. Simple. Different.

3. Presence Beats Just Showing Up

There’s a big difference between:

👉 Being there
vs
👉 Having a presence

Standing in a booth isn’t enough.

Winning booths:

• Start conversations
• Ask smart questions
• Create interaction

One great example from the episode:

“If you could change one thing about your bathroom… what would it be?”

That question stops people.

4. Most Booths Feel Uninviting (And Kill Leads)

Common mistakes:

• Staff sitting down
• People on phones
• Staff talking to each other
• Too many people in the booth

All of this pushes people away.

Simple rule:
👉 Be present. Be ready. Be open.

5. One Good Lead Beats 100 Bad Ones

Many contractors chase volume.

More names. More emails. More leads.

But the truth is:

👉 One qualified lead can outperform everything.

Don’t measure success by quantity.
Measure it by outcome.

6. You Don’t Have to Stick to Traditional Trade Shows

This is where most people miss opportunity.

Trade shows aren’t just:

• Home shows
• Renovation expos

Think bigger:

• County fairs
• Horse shows (yes — serious buyers)
• Hospitality events
• Industry-specific events

Your customer exists somewhere.
👉 Go where THEY are.

7. Small Tweaks That Make a Big Difference

From the episode:

• Use lighting to stand out
• Add motion (screens, demos)
• Use QR codes to capture leads
• Run short presentations in your booth
• Give useful giveaways (not junk)

These aren’t complex.

But they work.

Final Thought

Trade shows aren’t broken.

Most people just don’t run them like a system.

If you:

• Plan properly
• Know your numbers
• Focus on real conversations

They can become one of your best lead sources.

🎧 Want the Full Breakdown?

Listen to the full episode and learn how to turn trade shows into consistent leads.

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More about Jeff Dahler: LinkedIn | Site

Company's Linkedin: LinkedIn

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Connect with Us:

• LinkedIn: Cabinet Maker Profit System
• Instagram: @cabinetmakerprofitsystem
• Facebook: Cabinet Maker Profit System
• YouTube: @Cabinetmakerprofitsystemcom

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