Few companies recognize the need to train their staff in the discipline of trade show participation (for purposes of this discussion “participation” is synonymous with “exhibiting”) and selling. The first step toward the solution of any problem is the recognition that a problem exists. Too often the decision to exhibit at some, or all, trade shows in a given profession is decided for the wrong reasons.
Unlike most other business decisions, the “deciders” have not clearly defined their goals and objectives for participation. Obviously (and I do hope it's obvious), without clearly defined goals and objectives there's no way to ascertain if success or failure has been achieved. Furthermore, if the objectives of trade show participation are not clearly communicated to staff members, everyone will show up with their own agendas.
Like everything else in business, people need to know what's expected of them and given guidance and direction to accomplish expectations. Trade show participation requires sales people, and any other company attendees, to be trained on effective trade show techniques and discipline.
The decision to exhibit should be addressed as early as possible. It takes time, resources (not to mention, money) and planning to realize successful (in relative terms) participation. Also, early booking usually increases the opportunity for a favorable booth location within the exhibit floor. Management should designate one senior staff member to be responsible for all facets related to exhibiting and participation.
The purpose of participation should be succinctly communicated to the point person, who is then charged with making every associate aware of what exhibiting is meant to accomplish. When the decision to exhibit has been made, the designated person should consider a meeting schedule for periodic reviews and updates. The first meeting should list all items and activities—before, during and after the show—that need to be accomplished. The most effective staff member will be assigned to facilitate the defined tasks, including, but not limited to sales staff (e.g., marketing, booth location, promotional material needed, travel arrangements, etc.). Once this is done, distribute (in written format) assignments each is expected to accomplish.
At this juncture, let's identify some viable reasons to exhibit at a trade show. It should be noted that rarely the purpose is to write new business on the trade show floor. Exhibiting can bring in new business, ensure corporate recognition for past, current and future customers to name just a few valid goals.
Another objective may be to introduce a new product or service to attendees that might not have otherwise been exposed to the item. The best and foremost reason for trade show participation is to network for new customers. For this reason, and others, it's imperative that those associates attending the trade show be specifically trained on trade show techniques and effectiveness. Sales staff will surely be in attendance, but let's not forget support staff that might be manning the booth as well.
Sales training for trade shows is a separate discipline than any other sales training. One huge mistake sales people commit is to spend too much time with existing customers. They're already your customers; you need to look for prospects. Recognize the existing customer with a brief hello and then say something like, “Good seeing you again. By the way, I'm anxiously looking for new customers, is there anyone attending this show that you can introduce me to?”
With this type of statement you've done the dastardly deed of asking for referrals. Thank this customer (whether or not you get a referral) and then excuse yourself by saying something like, “I have expecting to meet with a new client and need to put together some materials to show him/her. Thanks for stopping by, I'll see you soon.”
A solid technique for obtaining new prospects is to ask visitors for a business card when they first approach your booth, before giving them any information or handouts. Once they've heard or seen your information they're likely to move quickly past without giving you an opportunity for future contact. More importantly, when you get their card be prepared to write any points of interest that will assist you with future contact.
Lastly, making brief notes on cards allows the sales staff not to waste their time with attendees that have no likelihood of becoming customers. If you have a raffle or prize drawing, have someone by the collection bowl at all times. This technique will slow customers long enough for a brief greeting and discussion to see if there's a possibility to do business.
I don't advise staff to permit people to randomly drop cards into the bowl unless someone has spoken with them. You're not in the business of raffling off gifts; you're there to obtain qualified leads. Speak with as many people as possible to ensure “thinning of the herd.”
When I'm engaged by companies to train their staff for trade shows, a key component of what I do is introduce the sales team to brief scripts that effectively secure qualified leads. Once I've introduced the various scripts, we engage in role-playing. Repetition is the key to success, especially when it comes to sales presentations and scripts.
The most effective sales presentation and script is one that's been practiced so frequently that it doesn't sound like a sales presentation or script. Like the proverbial “elevator speech,” there's not much time in the meet and greet so every second needs to be productive.
Exhibiting and participating in trade shows is costly and time-consuming. Planning and practice will ensure the accomplishment of goals and objectives. Trade shows require more than showing up and distributing information and/or sundry goodies.
Trade shows should be an integral part of most marketing, promotion and sales efforts. To maximize results from attendance, goals and objectives must be clearly determined, communicated with all staff involved, expectations articulated and specific training established. Lastly, don't be reluctant to seek outside assistance from a sales consultant to ensure success.
