Coaching in the Moment: The Leadership Advantage Trade Show Teams Need Right Now

Harvard Business Review has discussed the importance of “coaching in the moment,” the practice of giving immediate, constructive guidance while the work is happening rather than waiting for a formal meeting. While their examples tend to apply to corporate or office-based teams, the concept is even more relevant to trade show and expo leaders who manage dynamic, high-stakes environments.

What “Coaching in the Moment” Looks Like in Trade Show Leadership

Here’s how coaching in the moment becomes a strategic advantage in the trade show space and how leaders can put it into practice.

Keep It Short, Direct, and Positive

Onsite coaching needs to be:

• Concise (“Here’s one thing to try…”)

• Actionable (“Let’s reroute traffic through this aisle instead…”)

• Supportive (“You’re doing great; here’s how to make it more efficient…”)

No one has time for a lecture during move-in.

Why This Matters: The ROI of Better Coaching at Trade Shows

Strong coaching creates stronger shows. It leads to:

• Higher exhibitor satisfaction (because staff solve problems faster)

• Improved attendee experience (because service feels seamless)

• More efficient operations (because corrections happen instantly)

• A more resilient team (because people feel supported, not micromanaged)

In the competitive landscape of events and expos, where clients expect flawless execution and memorable experiences, leaders who coach in the moment create teams that consistently deliver.

Focus on Behavior You Can Observe

Instead of general feedback (“We need better customer service”), coach the moment you see an opportunity:

“When exhibitors arrive with equipment, try greeting them by name from their badge — it makes check-in faster and more personal.”

Why Trade Show Teams Need Real-Time Coaching

Trade shows are one of the most unpredictable business environments. Teams are constantly pivoting between logistics, customer service, creative problem-solving, and crisis management. In this world, coaching isn’t a scheduled activity; it’s a leadership behavior.