Trade Show Staff Training
Deciding to attend a trade show is a large investment for any company. Preparation is essential: It’s better not to go to a trade show than to go unprepared. Every person in your booth is an ambassador to your company, make sure they are prepared. Trade show attendees usually plan a list of whom they’re going to visit before ever entering the convention center doors, make sure you are on that list.
Make sure your staff has the right tools to succeed with our Trade Show Staff Training course. A successful trade show will benefit your company on many levels. The most basic statistic is that it can cost half as much to close a sale made to a trade show lead as to one obtained through all other means.
At the end of this workshop, participants should be able to:
- Recognize effective ways of preparing for a trade show
- Know essential points to setting up a booth
- Know the Dos and Don’ts behaviors during the show
- Acknowledge visitors and welcome them to the booth
- Engage potential customers and work towards a sale
- Wrap up the trade show and customer leads
Course Outline:
Module One: Getting Started
Housekeeping Items
The Parking Lot
Workshop Objectives
Pre-Assignment
Action Plans and Evaluations
Module Two: Pre-Show Preparation
Prepare for Physical Issues
Developing a Great Elevator Speech
Setting Up a Schedule
Connect With Attendees
Case Study
Module Two: Review Questions
Module Three: Booth Characteristics and Setup
Stand Out
Create a Booth Manual/Checklist
Technology
Scout a High Traffic Area
Case Study
Module Three: Review Questions
Module Four: Booth Characteristics and Setup (II)
Signage
Match Your Brand
Private Area
Focus on a Message
Case Study
Module Four: Review Questions
Module Five: During the Show (I)
Company Objectives
Highlighting Your Product
Do Something Memorable
Social Media
Case Study
Module Five: Review Questions
Module Six: During the Show (II)
Classic Do’s and Don’ts
Gamification
Walk the Floor
Keep the Distractions Away
Case Study
Module Six: Review Questions
Module Seven: Qualifying Visitors
Know the Answer
Engage With Qualifying Questions
Body Language
Listening Skills
Case Study
Module Seven: Review Questions
Module Eight: Engaging the Right People
Prospects
Time Wasters (Catch and Release)
Press
Competitors
Case Study
Module Eight: Review Questions
Module Nine: The Rules of Engagement (I)
Start With an Open Ended Question
Record All Prospect Information
Be Specific with Your Message
Get a Commitment
Case Study
Module Nine: Review Questions
Module Ten: The Rules of Engagement (II)
Have a Welcoming Environment
The Do’s and Don’ts of Business Cards
Observational Skills
When Not in the Booth
Case Study
Module Ten: Review Questions
Module Eleven: After the Show
Review Information and Rank Your Leads
Follow up with Your Leads
Send Information Promptly
Lessons Learned
Case Study
Module Eleven: Review Questions
Module Twelve: Wrapping Up
Words from the Wise
Review of Parking Lot
Lessons Learned
Completion of Action Plans and Evaluations