Around 40 sales staff took part in the training, which was rolled out in the UK, France, Germany, Italy, Spain and the Netherlands.
The training will now be put into practice during technology networking showcase VM World, which takes place on 15-17 October, and sees around 8,000 IT professionals join at the Fira Barcelona Gran Via.
An app developed by Crystal Interactive will back up the sales training.
Preston pointed out that "often sales people will be doing work on their phones or iPads, but not concentrating on the trade show".
He added the training will now be added into employees' "onboarding" when they join the company and delivered at quarterly intervals.
Analysis will be carried out following the VM World event, with comparisons to historic data from the last two years examining the quality of leads generated.