Business English: Talking about

your company
You may need to present your company to visitors, potential investors or
partners, or new suppliers and clients. Here is some useful English vocabulary
to learn that will help you talk clearly, concisely and positively about what your
company does.

Giving the history of your company

We were founded / set up / established in 1981.

We merged with X company in 1990.

We set up a subsidiary in the UK.

The subsidiary was sold off two years after and the remaining company
was split into five different divisions.

We floated on the stock exchange last year, and we are now listed on the
London Stock Exchange.

Talking about your products and services

We make / produce packaging material.

We manufacture car engines.

We supply paper products.

We launched a new washing powder last month. It has revolutionised the

washing process. We have pioneered new ways of reducing energy costs in
domestic appliances.

We are researching new products for the home entertainment industry. We

hope to roll them outearly next year.

We are developing new software for the internet. Our R&D department is
working closely with our international partners.

Company performance
We are the market leaders in three countries.

We have expanded our operations.

Our company has grown by one-third.

We make annual profits of $1 million.

Our turnover is in excess of $2 million.

Company structure
At the head is the President, or CEO.

Below the President is the Managing Director, who has overall

responsibility for the day-to-day running of the company.

The company is divided into different departments, each with its own director.
The Marketing and Sales department consists of the sales team, and customer
services. The Administration department also includes Human Resources.

We employ more than 2000 people worldwide.

Responsibilities
I report to the Marketing Manager.

I deal with customer enquiries.

We work closely with the sales team, who are in charge of customer accounts.

We co-operate with our offices worldwide.

We have more than one branch in some countries.

We are responsible for our own markets

Answering three simple questions will help you introduce your company without
taking up a lot of time.

What’s Your History?

Remember those two minutes? Start by giving your participants a brief
understanding of who you are. Tell your audience about your beginnings. How
was your company formed? What was the idea? Your company story is the key
to getting an audience to understand who you are, where you came from, and
what you faced to build.

What Do You Solve?

If I were to tell you what we do, it would be that we help people communicate.
It’s not about web conferencing, audio conferences, and the other products we
sell when introducing ourselves – it’s about how we make things easier for you.
Instead of telling your participants that you sell something, tell them what you
do. People will be more receptive to this approach rather than feeling like the
entire conference was an opportunity for a sales pitch.

What Sets You Apart?

When you’re introducing you’re company, be sure to mention what sets you
apart. Whenever I have the chance to introduce AccuConference to someone
new, I mention our customer service philosophy, because that is the center of
what we do differently. In order to memorable, you need to define the
company’s special qualities so that you can be the first thought when your
services are needed.

You can tailor these questions to introduce your company whether it’s your
next large conference call or a cocktail party. By setting up your company and
explaining how you solve problems for your customer will peak the interest of
anyone who needs a company like yours.
Going to a Trade Fair? Learn These 45
Business English Terms to Make It a
Valuable Experience
Trade fairs are wonderful opportunities for businesspeople like you.

You’ll make new connections, attract customers and check out the competition.

That’s because trade fairs are great events for talking to people about your business, and
about letting them know who you are.
They’re about promoting your company and your professional skills.
In order to be effective in your communication at a trade fair, it’s essential to get some
English vocabulary right.
We’ve got all of this important vocabulary ready for you here. Some are words that are
specific to trade fairs, while others are also used in fields like marketing and
international trade.
To make it really easy for you to learn these words, or to refresh your memory if you
already know them, we divided them into two categories: (1) words mainly used
while preparing for a trade fair and (2) words that are useful when you’re at the trade
fair.

First, make sure you understand the meaning of each word or phrase. Then have a look
at the example and tip on how to use the word.

At the end, do the exercise to check your understanding of the words and
phrases. There’s also a key to the exercise so you can evaluate yourself.

Before the Trade Fair

1. Commercial Invoice
Meaning: A document indicating the goods a customer buys from a supplier and their
price.
Example: There was a mistake in the commercial invoice as the VAT was not
included.
How to use this term at a trade fair: Make sure all the items are included on your
invoices and that the prices are listed correctly. The commercial invoice is used to
determine the value of imported goods so that duties and taxes can be calculated. It is
important for it to be accurate.
2. Certificate of Inspection
Meaning: A document meant to prove that the products were in good condition before
being sent.
Example: We didn’t receive a certificate of inspection, so we had to contact the
consignor.
How to use this term at a trade fair: If you’re the consignee (the person who is
buying), make sure every item is in place and check the certificate of inspection.
3. Consignee
Meaning: The company or person that is going to receive the goods being sent.
Example: We couldn’t contact the consignee to warn them about a delay in shipment.
How to use this term at a trade fair: If you’re a consignee, then you’re considered to
be the owner of the goods being shipped for paying duties and taxes. You must take
these costs into account as an exhibitor at an international trade fair.
4. Consignment
Meaning: Goods being sent from a company or person to another company or person.
Example: The carrier forgot to give a receipt for the consignment, so we were worried
that the goods wouldn’t arrive.
How to use this term at a trade fair: Make sure the goods being consigned are in good
condition so that they can be exhibited at the trade fair.
5. Consignor
Meaning: The company responsible for sending the goods.
Example: The consignor didn’t confirm that the products were sent, so we had to
contact them.
How to use this term at a trade fair: Try to maintain good communication with the
consignor to ensure that you know exactly where your goods are at all times. If the
consignor is late and you don’t get the products to be exhibited on time, you may have
to pay a penalty for going beyond the expected date.
6. Bill of Lading (B/L)
Meaning: A document that the company transporting the goods gives to the company
sending the goods to show that the former is responsible for the goods during
transportation.
Example: The bill of lading was not presented at the destination, so we had to contact
the shipper.
How to use this term at a trade fair: You’re probably going to use this term before the
trade fair when receiving the goods to be exhibited. The bill of lading is an important
document, so if you’re the consignee or a representative, you must sign this document
when you receive the goods.
7. Freight
Meaning: The amount of money paid for transporting goods.
Example: They thought that the freight was already paid by the consignor.
How to use this term at a trade fair: Make sure you know who has to pay for the
freight, the consignor or the consignee.
8. Inventory
Meaning: A list of items such as goods or equipment available at a trade fair.
Example: They had a large inventory of products to be exhibited before the beginning
of the trade fair.
How to use this term at a trade fair: Have an inventory system in place for any items
brought with you and sold during a trade fair.
At the Trade Fair
9. Booth
Meaning: A structure used for displaying goods at a trade fair. In Europe the
word stand is used.
Example: Our booth was at the very entrance of the trade fair, which was very
advantageous.
How to use this term at a trade fair: If you go to a trade fair as an exhibitor, you’ll
need to decide on the position of your booth and some design features.
10. To Circulate
Meaning: To move through the different areas of a trade fair.
Example: Our colleagues were circulating all the time to find out the latest news about
all the companies present at the trade fair.
How to use this term at a trade fair: Make sure you circulate around the different
booths at the trade fair to make sure you stay updated with the events organized.
11. Aisle
Meaning: The space between booths where people walk around.
Example: The aisles at the trade fair we attended were really narrow, so it got very
crowded.
How to use this term at a trade fair: Whether you’re attending a trade fair as an
exhibitor or as a visitor, get a map of the location so you can easily find your way
around the different aisles.
12. Aisle Signs
Meaning: Signs (numbers or letters) that are used to guide people as they walk in the
aisles of trade fairs.
Example: The aisle signs helped us get to our booth.
How to use this term at a trade fair: If you get lost at a trade fair, follow the aisle
signs to find your intended location. If you’re a show manager, make sure all the aisles
have clearly displayed aisle signs.
13. Island Exhibit
Meaning: A booth that has access to aisles on all sides.
Example: Our main competitor at the trade fair had an island exhibit, but the location
wasn’t as good as ours.
How to use this term at a trade fair: Invest in an island exhibit at a trade fair as it
gives you more exposure. Island exhibits can be more expensive, so you’ll need to
decide whether they’re cost effective (worth the cost) for your business.
14. Build and Burn
Meaning: A booth that’s meant to be destroyed after the trade fair as it’s of no further
use.
Example: We had a build and burn, but our competitors rented a booth.
How to use this term at a trade fair: Sometimes it’s better to use a build and burn if
you’re not planning on attending any other trade fairs soon.
15. Freebie
Meaning: Products given for free at trade fairs.
Example: Some customers are only looking for freebies and aren’t really interested in
your products.
How to use this term at a trade fair: Offering freebies can win you some customers,
but make sure you plan your marketing strategy carefully so you don’t lose money.
16. Stand
Meaning: The European word for booth.
Example: There were some really nice stands at the trade fair and the whole event was
very well organized.
How to use this term at a trade fair: Your stand is the image you’re trying to project
about your company, so make sure you involve the right people in all the decisions
concerning location, size and design.
17. Corner Booth
Meaning: A booth placed in a corner so that two of its sides have direct access to the
aisles.
Example: We had a corner booth, but the location wasn’t very helpful as we were at
the far end of the main aisle.
How to use this term at a trade fair: Decide whether a corner booth would be ideal
for your company. Take into account that corner booths have aisle access on two sides,
but they may be further away from the central area of a fair.
18. Assembly
Meaning: The process of setting up a booth.
Example: We needed a team of four for the assembly of our booth.
How to use this term at a trade fair: Make sure the assembly is well planned so that
you get everything in place for the first visitors at the trade fair.
19. Teardown
Meaning: The process of taking down a booth.
Example: We had no help with the teardown, so we decided to delay it for a few hours
until move-out (see below).
How to use this term at a trade fair: The teardown of a booth may be just as complex
from a technical point of view as the assembly, so make sure you have a team to help
you.
20. Double-decker
Meaning: A booth that has two levels so that people can use stairs to get to the second
level.
Example: Our double-decker was a great attraction at the trade fair and we gained a lot
of new customers.
How to use this term at a trade fair: A double-decker can be a good investment if you
need extra room to exhibit your products. It can make best use of the space available,
but you need to check the cost.
21. Floor Plan
Meaning: A map of the trade fair where one can see the size and location of all the
booths.
Example: The floor plan looked simple, but we got lost at the location.
How to use this term at a trade fair: Make sure you have a floor plan on you,
especially on the first day of a large trade fair, so that you can find your way around.
22. End Cap
Meaning: A booth that has three sides with direct access to aisles.
Example: We thought an end cap would be a good idea, but we were wrong as hardly
any visitors reached our booth.
How to use this term at a trade fair: Choose your location wisely after consulting the
floor plan. End caps are cheaper, but if they’re too far from the central area, you may
not have enough people visiting.
23. Linear Display
Meaning: A booth that takes up a long segment of an aisle.
Example: We decided a linear display would be a good idea and we were right! We got
maximum visibility for a good price.
How to use this term at a trade fair: Linear displays have the advantage of high
exposure to potential visitors. They may be a good idea if you have a large amount of
exhibits.
24. Podium
Meaning: A platform on which people can stand to be seen by an audience.
Example: There was someone making announcements on the podium in the central
area of the fair so everybody gathered there to listen.
How to use this term at a trade fair: Having a booth near a podium can be a good idea
as you have great visibility whenever there’s something happening on the podium.
25. Portable Exhibit
Meaning: A booth that can be reused at other trade fairs as it can be dismantled and
transported.
Example: We went for a portable exhibit because we were attending several trade fairs
in a short period of time.
How to use this term at a trade fair: Before choosing a portable display, consider
what your needs are. Are you going to be reusing it soon? Do you have a team to help
with assembly and teardown? If your answer is yes, then a portable display may be the
best solution for you.
26. Exhibit Directory
Meaning: A printed material specifying all the exhibitors and their locations.
Example: The exhibit directory had to be reprinted as there were several omissions.
How to use this term at a trade fair: As a visitor, you may want to consult the exhibit
directory to organize your visit. As an exhibitor, you may also want to consult the
exhibit directory to see where your competitors are located and to make sure you’re
listed.
27. Exhibit Manager
Meaning: Representative of the company in charge of a company’s participation at a
trade fair.
Example: Our exhibit manager was really busy staying in touch with the marketing
department at our head office, so we had to cover networking and customer care.
How to use this term at a trade fair: As an exhibit manager you’re responsible for
coordinating the work of all the members of your team, as well as for making sure the
company benefits from the fair as much as possible.
28. Exposition Rules
Meaning: Set of regulations or principles governing conduct or procedure at a
particular trade fair.
Example: The exposition rules stated clearly that all exhibitors had to wear a badge at
all times.
How to use this term at a trade fair: For the smooth running of the event, make sure
you read the exposition rules before the trade fair begins.
29. Exhibitor Pack
Meaning: A set of regulations and documents to be used at a trade fair.
Example: On day one every exhibit manager got an exhibitor pack so that the
participants were informed of the regulations and procedures.
How to use this term at a trade fair: The exhibitor pack contains valuable practical
information so make sure you get one at the beginning of the trade fair.
30. Move-in
Meaning: The specified time (date, hour) when booths and exhibits can be set up.
Example: The move-in was earlier than initially announced so we had to make sure our
teams could get there in time.
How to use this term at a trade fair: Find out about the move-in as early as you can so
that you don’t miss the beginning of the trade fair.
31. Move-out
Meaning: The specified time (date, hour) when booths and exhibits must be
disassembled.
Example: Everybody was disassembling their booths for move-out, but we were late.
How to use this term at a trade fair: Make sure the team responsible for teardown is
informed about the move-out so you don’t end up paying a penalty charge.
32. Rental Booth
Meaning: A booth that can be rented at a trade fair.
Example: We got a rental booth because we couldn’t arrange shipment for our own
booth.
How to use this term at a trade fair: A rental booth may be a good solution if you
can’t use your own booths, but it may be harder on your budget.
33. Show Manager
Meaning: The person in charge of the organization of a trade fair.
Example: We wanted to contact the show manager about a mistake in the exhibit
directory, but we couldn’t find him.
How to use this term at a trade fair: Find out who the show manager is well in
advance of the trade fair so you can prevent any miscommunication.
34. Space Rate
Meaning: The price charged for an area at a trade fair.
Example: The space rates at this trade fair were incredibly high for such a small city.
How to use this term at a trade fair: Get a quote of the space rates for different types
of booths before deciding on the best location and size for your own booth.
35. Target Date
Meaning: The date by which the goods need to arrive at a trade fair.
Example: Although the target date was too soon, we managed to arrange for all
shipments to arrive on time.
How to use this term at a trade fair: Before going to a trade fair as an exhibitor, find
out what the target date is. If your shipment is received before or after this date, you
may have to pay a penalty charge.
36. Badge
Meaning: A small piece of plastic showing the name of a person or their membership
of an organization.
Example: Our badges were bright and colorful so everybody knew who we were.
How to use this term at a trade fair: If you can design your own badges, use this as a
marketing advantage to enhance your visibility. Even if you can’t, make sure everybody
in your team wears their badge.
37. Leaflets
Meaning: Printed material containing information or advertising and usually distributed
for free.
Example: Our competitors’ leaflets were very bright, but less professionally designed.
How to use this term at a trade fair: As an exhibitor, think about the best design for
your leaflets and print them in advance of the trade fair, so that you have them ready.
Also, try to get hold of many competitors’ leaflets to know where you’re standing (how
you compare) as a business.
38. Contacts
Meaning: People who can give you useful information that can help you in your
business.
Example: We managed to put together an impressive list of contacts by the end of the
trade fair.
How to use this term at a trade fair: Trade fairs are great opportunities to find new
customers and contacts, so use every opportunity you can get to talk to people and to
listen to them.
39. Networking
Meaning: Meeting potential business partners or customers.
Example: Networking is not my favorite task, but everybody was so friendly at the
trade fair that I was happy to do it.
How to use this term at a trade fair: Trade fairs offer some of the best chances to
network with people in your field and with potential customers. As it can sometimes be
difficult to network, have a look at some ideas to inspire you.
40. Trade Show Marketing
Meaning: Promoting products and services at a trade fair.
Example: Their location was not ideal, but they made up for it in trade show
marketing.
How to use this term at a trade fair: Use show marketing opportunities by organizing
demonstrations to show how your products work, holding contests and other promotions
to get the visitors’ attention.
41. Fair Pass
Meaning: An official document or ticket showing that you have the right to attend a
trade fair.
Example: I had a fair pass for only one day so I had to be selective about which
companies I was most interested in.
How to use this term at a trade fair: Check out the rates for fair passes in advance as
you may get discounts if you get them early.
42. Price List
Meaning: A statement or list of the prices of products.
Example: I couldn’t remember all the prices of our products, so I kept the price
list handy.
How to use this term at a trade fair: The price list is an important document if you’re
planning to sell products at the trade fair.
43. Catalog
Meaning: A booklet with a list of all the products or services that you can buy from a
place.
Example: Our catalogs didn’t get there in time for the beginning of the trade fair, but
luckily we had some leaflets to give out.
How to use this term at a trade fair: Catalogs should be printed in time so that they’re
ready for shipment.
44. Business Card
Meaning: A printed card giving contact information for an individual employed by a
company.
Example: When my business cards ran out, I had to use my colleague’s cards. Luckily,
the contact information was the same.
How to use this term at a trade fair: You should have enough business cards to give
out at trade fairs. They should include your name, email address, phone number,
website and company name. The more innovative the design, the faster you’ll draw
attention to your business. You can use them at networking events to make it easier to
share contact information with business partners and customers.
45. Brochure
Meaning: A booklet with detailed information about a product or service.
Example: Our brochures were appreciated by customers and business partners alike.
How to use this term at a trade fair: Brochures are a good way to present printed
information about your company’s products and activities. They’re a valuable
marketing tool.

A Quick Trade Fair Vocabulary Exercise

Now have a look at the following sentences and for each gap choose one of the three
options provided in the brackets.

1. Our booth was a/an _______ so we used another one at the following trade fair. (A.
build and burn; B. double-decker; C. end cap)

2. The _______ didn’t send the freight on time, so we missed the first day of the trade
fair. (A. consignee; B. consignor; C. consignment)

3. There was a mistake in the _______ as our booth was in fact two aisles to the left of
the podium. (A. portable exhibit; B. target date; C. floor plan)

4. We went for a/an _______ because we wanted exposure on all four sides of our
booth. (A. island exhibit; B. end cap; C. linear display)

5. Our ______ had an emergency on the last day of the trade fair, so he had to take over
his task of supervising everything related to our booth. (A. show manager; B. exhibit
manager; C. consignor)

6. Unless you get a _______ , you can’t attend the trade fair. (A. fair pass; B. catalog; C.
brochure)

7. They didn’t wear a _______ , so we didn’t know they were actually our competitors.
(A. brochure; B. business card; C. badge)