At Expo Stars, we believe that successful exhibiting isn’t just about showing up. It’s about showing up with purpose, strategy, and impact. But that kind of insight doesn’t come overnight. It’s built through years of experience on the show floor, and a commitment to learning from the best minds in business, psychology, and communication. In this short blog we have compiled the best Business Books to allow you to achieve on the show floor.
“I didn’t just wake up one day knowing how to help exhibitors succeed. My knowledge is built on years on the show floor and a fair bit of learning from brilliant minds along the way.”
Lee Ali MD of Expo Stars
8 Business Books
Here are 8 books that have profoundly shaped how we think about exhibitions and why they matter to the work we do every day and why you should read them!
The Experience Economy – Joe Pine & Jim Gilmore
Key Idea: People don’t just want products—they want experiences.
Why It Matters
Trade shows are no longer about handing out brochures or displaying products. This book helped us see exhibitions as stages for immersive brand experiences. When you design your booth around creating memorable moments, you stand out and stick in people’s minds long after the show ends.
Questions That Sell – Paul Cherry
Key Idea: Strategic questions uncover needs and build trust.
Why It Matters
Instead of launching into a pitch, asking thoughtful questions can open up deeper conversations. This book taught us how to train booth staff to engage visitors with curiosity, uncover pain points, and guide them toward solutions—naturally and effectively.
Nothing Gets Sold Until the Story Gets Told – Steve Multer
Key Idea: Persuasion is a science, not just an art.
Why It Matters for Exhibitors
Visitors don’t remember facts—they remember stories. This book helped us understand how to craft compelling narratives that connect emotionally and intellectually. It’s the difference between a forgettable pitch and a conversation that leads to conversion. Also we were joined by Steve on The Expo Factor Podcast for our first ever episode! Watch the episode now and hear directly from Steve about how corporate storytelling can transform your event!
Watch it here: https://open.spotify.com/episode/5RFqCoK71rsmGmhmYPan00?si=-fsZa8tQS_qxzs65mOdh8g
Kiss, Bow or Shake Hands – Terri Morrison
Key Idea: Cultural intelligence is essential in global business.
Why It Matters
Exhibiting internationally means navigating different customs, communication styles, and expectations. This book is a go-to guide for avoiding cultural faux pas and building rapport with global audiences, something that’s crucial for international trade shows.
Influence – Dr. Robert Cialdini
Key Idea: Storytelling is the foundation of sales.
Why It Matters
Cialdini’s six principles of influence—like reciprocity, authority, and social proof—are incredibly useful for designing booth experiences that guide visitor behavior. Whether it’s how you present your team, your messaging, or your giveaways, this book helps you do it with psychological precision.
The Art of Gathering – Priya Parker
Key Idea: Intentional gatherings create deeper impact.
Why It Matters
Trade shows aren’t just about attendance, they’re about purposeful interaction. Parker’s book helped us rethink booth design and engagement strategies to foster genuine connection, not just foot traffic.
Resonate – Nancy Duarte
Key Idea: Great presentations move people.
Why It Matters
Whether it’s a live demo or a product pitch, how you present matters. Duarte’s storytelling framework helps exhibitors structure their message in a way that resonates emotionally and logically—making your booth presentations unforgettable.
Emotionomics – Dan Hill, PhD
Key Idea: Emotions drive decisions more than logic.
Why It Matters
This book reinforced what we see on the show floor every day: people buy with their hearts first. Understanding emotional triggers helps exhibitors create environments and conversations that feel personal, authentic, and persuasive.
Improving ROI Using Business Books
These business books aren’t just theory they’re part of the foundation of how we help exhibitors succeed. At Expo Stars, we combine these insights with real-world experience to help clients unlock results through people, process, and performance.
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