Last time, we worked on introducing yourself at a trade fair. Let's see what stayed.
Without looking at anything — what are the 4 steps of the introduction framework? Say them from memory.
👆 Click to check
1. GREET — Welcome + name + position
2. COMPANY — What your company does
3. PRODUCT — Your main product + one adjective
4. CONNECT — Ask about the other person
Now the next challenge...
OK — you introduced yourself. The visitor is interested. They say:
🤔
"Can you tell me more about what you offer?"
This is the moment. Your introduction was 30 seconds. Now you need 1–2 minutes to clearly describe what your company offers — so the visitor understands, remembers, and wants to continue talking.
If someone asked you right now — "Tell me more about what your company offers" — what would you say in English? Try it. Don't worry about mistakes.
Today: describing your products and services clearly — so visitors understand what you offer and ask the right questions.
Activate — New Content
Two ways to describe a product. Which is better?
❌ Version A
"We have a product. It is good. Many people buy it. It is the best."
✅ Version B
"Our CleanAir filter removes 99% of dust from offices. It's popular with facility managers because it's quiet and saves energy."
What makes Version B better? What information does it give that Version A doesn't?
The W-W-W Framework: Describe Any Product or Service
When a visitor asks about what you offer, give them three things:
W
WHAT — What is it? (name + one sentence)
W
WHY — Why is it good? (the benefit — what problem does it solve?)
W
WHO — Who is it for? (your typical client or market)
Simple. Clear. The visitor gets all the key information in 30 seconds.
Useful Phrases — WHAT (What is it?)
📦
"Our main product / service is..."
Simple opening — name the product or service
🔧
"It's a [type] that [what it does]."
Example: "It's a system that tracks deliveries in real time."
📋
"We also offer..."
To mention a second product or service
Useful Phrases — WHY (Why is it good?)
💡
"The main benefit is..."
Example: "The main benefit is that it saves time."
✅
"It helps [people] to [do something]."
Example: "It helps managers to organise their teams."
⭐
"What makes it special is..."
Use for your unique selling point — what competitors don't have
Useful Phrases — WHO (Who is it for?)
🎯
"It's designed for [type of client]."
Example: "It's designed for small and medium businesses."
🌍
"Our clients are mainly [description]."
Example: "Our clients are mainly retailers in Central Europe."
📈
"We work with companies in [sector / region]."
Shows your market and experience
Close your eyes. Can you remember the 3 W's? Say them: the first W is... the second W is... the third W is...
Activate — Practice
🔍 Watch — A model product description
Listen to how Eva describes her company's service at a trade fair stand:
"Our main service is FleetTrack — it's a platform that shows companies where all their vehicles are in real time. The main benefit is that it reduces fuel costs by about 20%. It's designed for logistics companies and delivery services — we work with about 80 clients across Europe."
👆 Click to find the 3 W's in Eva's description
WHAT: FleetTrack — a platform that shows where vehicles are in real time.
WHY: Reduces fuel costs by about 20%.
WHO: Logistics companies and delivery services — 80 clients across Europe.
Notice: Eva gave one specific number (20%, 80 clients). Numbers make descriptions memorable and trustworthy.
🤝 Together — Let's build a description together
Imagine a company that makes office furniture. Together, let's describe their main product using W-W-W.
Start with WHAT — how would you describe an office chair in one sentence? Say your idea first.
WHAT — What is it?
WHY — Why is it good?
WHO — Who is it for?
Now put all three parts together and say it as one smooth description. No pauses between the W's — it should sound like a conversation, not a list.
🚀 Your Turn — Describe YOUR product or service
Now describe what YOUR company offers. Use the W-W-W framework. Think about your most important product or service.
WHAT:
WHY:
WHO:
Say the full description aloud — without reading. Try it once with notes, then once without. Can you include at least one number?
👆 Click to self-check
WHAT — Did you name your product/service and say what it does?
WHY — Did you explain the benefit or the problem it solves?
WHO — Did you say who your clients are?
NUMBERS — Did you include at least one number or fact?
Activate — Handling Questions
The questions visitors always ask
After you describe your product, visitors will ask questions. Here are the 5 most common — and how to answer them at A2 level.
"How much does it cost?"
💰
"The price depends on [quantity / size / package]. I can send you a price list."
"Do you deliver to [country]?"
🚚
"Yes, we deliver to [countries/regions]." / "At the moment, we deliver mainly to..."
"Do you have a catalogue / brochure?"
📄
"Yes, here you are." / "I can email it to you — can I have your card?"
"What's the minimum order?"
📊
"The minimum order is [number/amount]." / "For a first order, we're flexible."
"Can I see a sample?"
🔍
"Of course — here's a sample." / "I can send you a sample after the fair."
🆘 When you don't understand
At a trade fair, people speak fast. Different accents. Technical words. You WILL need these:
Rescue Phrases
🔄
"Sorry, could you say that again?"
🐌
"Could you speak a little slower, please?"
🤷
"What do you mean by [word]?"
✋
"Let me check and get back to you."
When you don't know the answer — honest and professional
Practise the rescue phrases. Say each one aloud — naturally, not reading. Imagine someone just asked you something you didn't understand.
Demonstrate — Application
🎭 Trade Fair Conversations
Choose 2 of these scenarios. For each one: introduce yourself (4-step framework from last lesson), then describe your product (W-W-W), then handle the visitor's question.
AA buyer from a large chain store visits your stand. After your introduction, they ask: "That sounds interesting. How much does it cost?" Describe your product and answer.
BA distributor from South America is at the fair looking for new suppliers. They ask: "Do you deliver internationally?" Describe your product and answer.
CA visitor picks up your brochure and says: "I've never heard of your company. What do you do?" Give your full introduction + product description.
DAnother exhibitor visits during a quiet moment. They say something fast and you don't understand one word. Use a rescue phrase, then continue the conversation.
⏱ Timed Practice
For each scenario: you have 2 minutes. Introduction + product description + answer the question. Go!
2:00
Scenario 1: Full conversation — introduce, describe, answer. Go!
What was difficult?
2:00
Scenario 2: Different visitor, same frameworks. Go!
Demonstrate — Elaboration
🎙 Explain the Rule
Imagine a colleague is going to a trade fair next month. They ask you: "How should I describe our products to visitors?"
Explain the W-W-W framework in your own words. Don't look at the lesson. What are the 3 W's? Why is each one important? Give an example.
✍ Written Task: Product Card
Write a short product card — the kind you might have on a table at your stand. Maximum 4 sentences. Use the W-W-W framework.
3:00
👆 Click to see an example product card
QuickShip Pro A logistics platform that organises same-day deliveries. Reduces delivery times by 40% and cuts admin work in half. Designed for e-commerce businesses with 50–500 orders per day.
Notice: WHAT (logistics platform, same-day deliveries), WHY (40% faster, less admin), WHO (e-commerce, 50-500 orders). Numbers make it real.
🔀 Mixed Practice — Fix the descriptions
Each description below has a problem. What's wrong? How would you fix it?
Description 1: "Our product is the best. It's amazing. Everyone loves it. You should buy it."
What's the problem? How would you improve it?
👆 Click to check
Problem: No WHAT, no WHY, no WHO. Only opinions ("best", "amazing") — no facts. The visitor learns nothing. Fix: name the product, explain what it does, give one real benefit, say who it's for.
Description 2: "Our VistaBoard is a digital display system with 4K resolution and LED backlighting. It uses the RS-485 protocol and has a 178-degree viewing angle with 5000:1 contrast ratio."
What's the problem? How would you improve it?
👆 Click to check
Problem: Too technical. Good WHAT, but no WHY and no WHO. The visitor doesn't understand the benefit. Fix: keep the name, but replace the tech specs with a benefit: "It's a digital display that's easy to read even in bright sunlight — perfect for shops and restaurants."
Description 3: "We help businesses to save money. Our clients are very happy. We work in many countries."
What's the problem? How would you improve it?
👆 Click to check
Problem: No WHAT. What's the product? What's the service? "Help businesses save money" is too vague — every company says this. Fix: name a specific product or service first, then explain how it saves money.
Consolidate
🔄 Quick Review — From Last Lesson
Let's check what you remember from our first lesson. Try from memory!
What are 2 good questions to ask a visitor after you introduce yourself at a trade fair? Say them now.
A visitor introduces their company to you. What can you say to respond? Give 2 different responses.
Without looking — say your full introduction using the 4-step framework. Name, position, company, product, then ask about them.
🧠 Final Review — Today's Lesson
Look away from the screen. Now:
What are the 3 W's? Say them from memory. Then explain — why is each one important for a trade fair conversation?
Write the framework from memory:
👆 Click to check
W = WHAT — What is your product/service? What does it do?
W = WHY — Why is it good? What benefit does it give?
W = WHO — Who is it for? Who are your clients?
Now say 2 rescue phrases you can use when you don't understand something at a trade fair.
💭 Thinking About Thinking
What helped you most today — the comparison examples, building descriptions together, or the role play? Why?
✅ I can...
We said you'd be able to describe what you offer so visitors understand and ask the right questions. Can you?
I can describe my main product or service using WHAT, WHY, WHO.
I can explain the main benefit clearly in one sentence.
I can answer common visitor questions (price, delivery, samples).
I can use rescue phrases when I don't understand.
I can combine my introduction (Lesson 1) with a product description (Lesson 2) in one conversation.
Which "I can" statement are you most confident about? Which one do you want to practise more before the fair?