At best, a trade show exhibitor has three minutes with each booth visitor. That's enough time for a champion thoroughbred to round the track at the Kentucky Derby, but not much else. However, three minutes is sufficient if your trade show stands are staffed by the right person with the right preparation.
It takes a charismatic, confident personality to engage people in a room full of competing stimuli. Games and giveaways might draw attendees, but it takes an appealing personality to make an impression that lasts after they walk away. This is vital because attendees make judgments about your company and the kind of people who work there based on their brief interaction at your trade show displays.
Combine Knowledge With Personality
Personality is important, but it can only go so far without knowledge. The staff working trade show stands must give a clear, concise explanation of their company and product. It's often called "the elevator speech" or "company pitch" because it conveys the company mission in a matter of seconds.
Scripts can be helpful in preparing people hosting company trade show displays. These are not robotic telemarketing speeches, but scenario-based scripts for responding to expressed needs and interests of booth visitors. Scripts should be flexible, but help a staffer provide positive and informative responses.
Staff should also have key messages or talking points about the company and products. Consistency is important. Key messages must be harmonious with marketing material and all staffers at the event should be working off the same talking points.
Collect More Than Contact Information
Trade show stands are an invaluable tool for collecting business intelligence, including information about prospective customers, or reactions to demonstrated products. For that information to be useful, business must create and train their representatives to collect and record the right information. Asking open ended questions and making immediate notes with necessary contact information is vital. Training can go a long way to create results that can be shared within the company.
Motivate Staff To Stay Focused
Working an exhibition can be demanding work that saps the most enthusiastic worker. Understanding goals of participation, whether it's a certain number of new contacts, sales leads, or introducing a new product to the maximum number of attendees will help staff stay focused on why they are there. They can feel a sense of accomplishment with each demonstration or prospect information card completed.
Recognition is also helpful. Monetary rewards are nice, but not required. There are less costly rewards like a morning off or a special team lunch at the office. Even a heartfelt thank you can go a long way. It is also encouraging to share the positive business results after the show, such as when a new contact becomes a customer.
The best trade show displays in the world won't make up for a staff member who is unmotivated, unprepared or unsure. In a room full of people and displays begging for attention, every second of personal interaction counts. A well trained, motivated exhibitor who can efficiently connect and communicate is just as important as choosing the right trade show displays.
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