Two members of the IFES Education Committee, Lee Ali (Founder of Expo Stars Interactive) and Han Leenhouts (Founder of Sales & Pepper), have come together in the latest episode of The Expo Factorpodcast to explore a crucial , yet often underestimated, ingredient of trade show success: the ability to ask the right questions.
In Episode 4, titled “How to Ask the Right Questions on the Show Floor,” Lee and Han unpack the communication techniques that drive meaningful engagement between booth staff and attendees.
The episode offers practical strategies for turning surface-level conversations into powerful business opportunities, while also addressing the need for empathy, emotional intelligence, and curiosity in face-to-face marketing.
Drawing from their global experience in exhibition training, sales, and live audience engagement, the duo highlight:
- Why strong questioning skills are more valuable than a polished pitch,
- How to coach booth staff to listen actively and respond with authenticity,
- The impact of humour and body language on building rapport,
- And why creating real human connection is more important than ever in today’s trade show landscape.
“Booth staff are not just there to talk – they’re there to connect, discover, and qualify,” says Han, whose background in stand-up comedy brings a fresh and engaging lens to the world of exhibition training.
The episode is part of the wider educational mission of IFES, which champions innovation, skill development, and international collaboration across the exhibitions and live marketing industry. As both contributors to the IFES Education Committee, Lee and Han exemplify the organisation’s commitment to empowering professionals through shared knowledge and experience.
Watch on YouTube: https://www.youtube.com/watch?v=qY1dvut0gdM
Listen on Spotify: https://open.spotify.com/episode/7v4GFyK1as6zNRehX9fy8Y?si=RgMg1I2uTfK05nYboPnCZA&nd=1&dlsi=89d6a9f2370c4080
Also available on Apple Podcasts, and other major platforms.
