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Trade Show Success
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The Importance of Training Booth Staff in,
Booth Etiquette and Show Marketing
It is crucial that each staffer is properly trained and is fully aware of what is expected of them while at the show. Don't make the mistake of assuming that just because your staffers are top salespeople in your organization and are proficient in selling to your customers out in the field, that they will be able to automatically transfer those skills to the trade show environment. On the contrary, those staffers who are excellent at their everyday job may have a hard time adjusting to the unique environment of the trade show. To make the trade show a success, and to get the most out of your trade show budget, you should remember to thoroughly train your staff before and during the show.
Despite the changing global economy, one constant remains tried and true; people buy from other people. Trade shows epitomize this important concept in a way unlike most other venues. With the advent of the Internet and other forms of communication, it is very easy for a buyer to purchase a product or service from the comfort of their home or office. Why, then, do so many buyers spend their valuable time and money to travel, sometimes hundreds and thousands of miles, to trade shows and conventions? The answer lies in the simple human need for interaction. While it is true that some products and services have transcended need for a person-to-person sales interaction, many more still require that personal touch. This is particularly true when big tickets items are at issue. Think back to the last big purchase you made, either personally or professionally, and consider whether you felt comfortable making that important decision absent the personal interaction with another person. Chances are, you appreciated the dialogue with the sales person that had an expertise to guide your buying decision.
You need to consider the component that is equally important to your exhibiting success as being at a show. Imagine that you expended a significant amount of time and energy in preparation of an upcoming trade show. You have engaged a design firm, created a colorful exhibit with attractive signage, purchased the perfect booth space in a strategically important location, shipped your booth to the show location to be set up by the union staff, when you suddenly learn that neither you nor your staff is able to attend the show in person. For the three days of the show, your professionally designed exhibit is there, your products are displayed, but your display booth is entirely vacant of personnel.
Now, imagine the opposite. You entrust your well-designed exhibit to a shipping company for transport to the show floor. Yet, something happens to your exhibit along the way and it never arrives at its destination or it arrives completely destroyed. Your capable staff arrives safely to the show but find themselves without a display to fill the booth space. Could your team nonetheless make a successful showing? Of course they could. Although your exhibit is certainly an important component of company's trade show marketing plan, it is not the reason that attendees flood the exhibit hall aisles. If you have done your pre-show marketing and advertising correctly, your team should still be able to meet the company's show objectives, even if your display doesn't make it to the show.
It is undoubtedly true that your trade show staff is the most influential component of your exhibiting experience. On an average day at a trade show, a single booth staffer can influence more prospects' perceptions than an average salesperson can in an entire month. Consequently, it is crucial that your show staff be properly trained.
Since a trade show is the ultimate selling opportunity, your booth should be staffed with your company's top salespeople. If needed, you can help your salespeople relate to the benefits that they and the company will receive from successfully exhibiting at the show. Sometimes, your staff doesn't realize that dozens of their potential future customers are going to be stopping by the booth in the span of a few hours.
A good means of highlighting the importance of the exhibiting experience to your salespeople is to point out that trade show attendees have made a substantial investment in traveling great distances to attend the show and to investigate your products and services. This means that they are interested in not just the product or service but also in who is selling those products or services and how they are going about doing it. You should convey to your sales staff that trade shows provide the rare and valuable opportunity to give spellbinding presentations that will convince your prospects that they are making a wise buying decision in purchasing from your company rather than your competitors' companies.
On the other hand, you can clarify that trade shows are a good chance for your sales people to make a very poor impression on your prospects. By helping your sales people understand that they have a golden opportunity here to make more contacts and talk to more prospects than they could in a month out in the field, you will ensure that they perform at the top of their game and make a positive and lasting impression. As you think about acceptable behavior for you and your staff at the trade show, common sense and basic manners should be your focus.
The Importance of Teamwork
Interaction with prospects generally consists of elements that are quite the same irrespective of the underlying product or service. If a widget-cutter client exists out there, then he must be one out of a million or more. By definition, he is then no longer a widget-cutter client, but a unique individual just like the rest of us. When a hundred prospects each look at the same widget, you would think that they would be able to come up with very diverse questions about the widget. How does it interact with my current widget? How much noise does it make? Will it run with my current software program? Can it be shipped to an alternative location for the same price? You get the idea. You might have thought that the list of questions could be endless. Interestingly, that isn’t the case. The same questions tend to arise over and over despite how diverse your potential clientele. Nonetheless, you will get that odd ball question here and there that will need to prepare for as best you can.
Want an easy to set up exhibit at a great price? Just Ask!
Want great advice on drawing a crowd to your booth? Just Ask!
Exhibit and Corporate Services
• Consultation and Design
• Corporate Entertainment
• Keynote Speakers
• Live Talent
• Live Demonstrations
• Trade Show Magicians
• In Booth Marketing
• Lead Development
• Direct Sales Training
• Logo Design
• Custom Graphic Solutions
• Database development
• Identity Premiums
• Branding Strategy
Troy Milligan
9477 Winewood Circle
Elk Grove, CA 95742
888-438-3944
eMail
The Importance of Training Booth Staff in,
Booth Etiquette and Show Marketing
It is crucial that each staffer is properly trained and is fully aware of what is expected of them while at the show. Don't make the mistake of assuming that just because your staffers are top salespeople in your organization and are proficient in selling to your customers out in the field, that they will be able to automatically transfer those skills to the trade show environment. On the contrary, those staffers who are excellent at their everyday job may have a hard time adjusting to the unique environment of the trade show. To make the trade show a success, and to get the most out of your trade show budget, you should remember to thoroughly train your staff before and during the show.
Despite the changing global economy, one constant remains tried and true; people buy from other people. Trade shows epitomize this important concept in a way unlike most other venues. With the advent of the Internet and other forms of communication, it is very easy for a buyer to purchase a product or service from the comfort of their home or office. Why, then, do so many buyers spend their valuable time and money to travel, sometimes hundreds and thousands of miles, to trade shows and conventions? The answer lies in the simple human need for interaction. While it is true that some products and services have transcended need for a person-to-person sales interaction, many more still require that personal touch. This is particularly true when big tickets items are at issue. Think back to the last big purchase you made, either personally or professionally, and consider whether you felt comfortable making that important decision absent the personal interaction with another person. Chances are, you appreciated the dialogue with the sales person that had an expertise to guide your buying decision.
You need to consider the component that is equally important to your exhibiting success as being at a show. Imagine that you expended a significant amount of time and energy in preparation of an upcoming trade show. You have engaged a design firm, created a colorful exhibit with attractive signage, purchased the perfect booth space in a strategically important location, shipped your booth to the show location to be set up by the union staff, when you suddenly learn that neither you nor your staff is able to attend the show in person. For the three days of the show, your professionally designed exhibit is there, your products are displayed, but your display booth is entirely vacant of personnel.
Now, imagine the opposite. You entrust your well-designed exhibit to a shipping company for transport to the show floor. Yet, something happens to your exhibit along the way and it never arrives at its destination or it arrives completely destroyed. Your capable staff arrives safely to the show but find themselves without a display to fill the booth space. Could your team nonetheless make a successful showing? Of course they could. Although your exhibit is certainly an important component of company's trade show marketing plan, it is not the reason that attendees flood the exhibit hall aisles. If you have done your pre-show marketing and advertising correctly, your team should still be able to meet the company's show objectives, even if your display doesn't make it to the show.
It is undoubtedly true that your trade show staff is the most influential component of your exhibiting experience. On an average day at a trade show, a single booth staffer can influence more prospects' perceptions than an average salesperson can in an entire month. Consequently, it is crucial that your show staff be properly trained.
Since a trade show is the ultimate selling opportunity, your booth should be staffed with your company's top salespeople. If needed, you can help your salespeople relate to the benefits that they and the company will receive from successfully exhibiting at the show. Sometimes, your staff doesn't realize that dozens of their potential future customers are going to be stopping by the booth in the span of a few hours.
A good means of highlighting the importance of the exhibiting experience to your salespeople is to point out that trade show attendees have made a substantial investment in traveling great distances to attend the show and to investigate your products and services. This means that they are interested in not just the product or service but also in who is selling those products or services and how they are going about doing it. You should convey to your sales staff that trade shows provide the rare and valuable opportunity to give spellbinding presentations that will convince your prospects that they are making a wise buying decision in purchasing from your company rather than your competitors' companies.
On the other hand, you can clarify that trade shows are a good chance for your sales people to make a very poor impression on your prospects. By helping your sales people understand that they have a golden opportunity here to make more contacts and talk to more prospects than they could in a month out in the field, you will ensure that they perform at the top of their game and make a positive and lasting impression. As you think about acceptable behavior for you and your staff at the trade show, common sense and basic manners should be your focus.
The Importance of Teamwork
Interaction with prospects generally consists of elements that are quite the same irrespective of the underlying product or service. If a widget-cutter client exists out there, then he must be one out of a million or more. By definition, he is then no longer a widget-cutter client, but a unique individual just like the rest of us. When a hundred prospects each look at the same widget, you would think that they would be able to come up with very diverse questions about the widget. How does it interact with my current widget? How much noise does it make? Will it run with my current software program? Can it be shipped to an alternative location for the same price? You get the idea. You might have thought that the list of questions could be endless. Interestingly, that isn’t the case. The same questions tend to arise over and over despite how diverse your potential clientele. Nonetheless, you will get that odd ball question here and there that will need to prepare for as best you can.
Want an easy to set up exhibit at a great price? Just Ask!
Want great advice on drawing a crowd to your booth? Just Ask!
Exhibit and Corporate Services| • Consultation and Design • Corporate Entertainment • Keynote Speakers • Live Talent • Live Demonstrations • Trade Show Magicians • In Booth Marketing |
• Lead Development • Direct Sales Training • Logo Design • Custom Graphic Solutions • Database development • Identity Premiums • Branding Strategy |
Troy Milligan
9477 Winewood Circle
Elk Grove, CA 95742
888-438-3944
eMail
Troy Milligan
9477 Winewood Circle
Elk Grove, CA 95742
888-438-3944
eMail