Agree on Trade Show Sales Training Guidelines
Trade show booth staff should know your products and services inside out !
You should always ensure that you agree to trade show sales training guidelines for interacting with visitors and qualifying customers.
What makes successful exhibitors are their trade show booth staff training and how they apply pre-determined qualification criteria to all prospects who visit their booth.
Doing this enables them to prioritize their follow-up efforts on prospects meeting their initial qualifying criteria.
Make sure that your trade show staff are aware of how important it is to qualify the visitor. If filling out a request for further information or literature form, the salesperson should speak to visitors and help them complete the forms.
They should judiciously ask enough questions to give visitors a rating as a prospect. Ask them to indicate what products interest them and whether their need is general or specific.
Also, whether their demand is immediate or in the future and the job function or job title of the prospect.
What trade show booth staff should and shouldn’t say:
Under no circumstances should trade show booth staff confront a visitor by saying “Can I help you?”
This has to be one occasion when a closed question should never be used. Open questions that show interest and stimulate a response will enable your salesperson to develop a conversation.
When a salesperson asks “May I help you?” the most common response is “No, just looking.”
Trade show staff should always ask the visitors how they are familiar with your product or company and what created the interest. By asking these questions, visitors are more willing to share information with you.
For example, ask. ”Are you more interested in our domestic or industrial range for this year?” “Would you mind giving me your opinion on ………?”
At the early stage of the conversation do not risk a question that might be answered in the negative, for example…”Do you like our new color range?”
Equally, you should wait before asking questions like “Are you in the wholesale or retail trade?”
Ensure that you let your trade show staff, particularly your salespersons, that being at the trade show is profitable for them as well as to the company.
It’s also important to encourage and train your booth staff to be empathetic listeners.
By having good listeners on your booth you will increase your exhibit’s effectiveness, as attendees will feel heard, understood, and comforted.
By letting the attendee know you understand his or her problem or situation it opens up lines of communication encouraging the attendee to elaborate and establishing rapport between the attendee and your salesperson.
For example, you could say: “Let me see whether I’ve got this….” or “I hear what you’re saying ” or “Sounds like you need… “
Mistakes made by trade show staff
A mistake often made by new exhibitors is that they give the prospects information on what to buy and leave it at that. After the event they return to the office and wait for phone calls to complete the sale.
When you speak to prospects at trade shows, the emphasis should be creating an interest and a desire to learn more.
In other words, get the prospect involved in your presentation and develop a rapport with your visitor, which makes follow-up more efficient and effective.
Trade show booth staff should always avoid insincere questions such as “How are you today?” or “Can I help you?”
Again, absolutely avoid practices such as “please fill out this card and we will send you more information”.
Firstly, get the prospects’ attention. Then generate interest in what you have to offer and then create the desire to learn more.
Product and Industry Knowledge:
Booth staff should be well-versed in the company’s products or services, as well as have a comprehensive understanding of the industry. This knowledge enables them to effectively communicate with potential customers, answer questions, and highlight the unique selling points of the offerings.
Engaging and Approachable Communication:
Training should focus on developing excellent interpersonal and communication skills for booth staff. They should be able to engage attendees in meaningful conversations, actively listen to their needs, and effectively communicate the value proposition of the products or services. Emphasizing a friendly and approachable demeanor can help create a welcoming environment and encourage attendee interaction.
Lead Generation and Qualification:
Booth staff should be trained on lead generation techniques to identify potential prospects and gather relevant information for follow-up. This includes actively initiating conversations, asking open-ended questions, and using lead capture methods such as scanning badges or collecting contact details. Training should also cover lead qualification criteria to ensure valuable leads are prioritized for post-event follow-up
Handling Objections and Difficult Situations:
It’s essential to prepare booth staff to handle objections or challenging situations professionally and confidently. This involves training them to actively listen to concerns, provide knowledgeable responses, address objections effectively, and potentially escalate to higher-level representatives when necessary.
Booth Etiquette and Professionalism:
Booth staff training should address booth etiquette and professionalism, emphasizing the importance of appearance, punctuality, and courteous behavior. Staff should be trained to maintain a tidy booth, be attentive to attendees, and avoid distractions such as excessive cell phone usage or engaging in personal conversations during show hours.
Post-Show Follow-Up:
Booth staff training should emphasize the importance of post-show follow-up to maximize the ROI of the event. Staff should be educated on the process of capturing lead information accurately and promptly, as well as the importance of timely and personalized follow-up communication to convert leads into customers.Continuous evaluation and feedback are also crucial to refine booth staff performance. By assessing staff performance, addressing areas for improvement, and providing ongoing training and support, companies can ensure that their booth staff is well-prepared.
Frequently Asked Questions (FAQ’s)
Q: What is trade show staff training?
Trade show staff training refers to the process of providing comprehensive guidance and instruction to individuals who will be representing a company or organization at a trade show. It involves equipping booth staff with the necessary skills, knowledge, and techniques to effectively engage with visitors, generate leads, and maximize the overall success of the trade show experience.
Q: Why is trade show staff training important?
Trade show staff training is crucial because it ensures that booth personnel are well-prepared and equipped to represent the company professionally and effectively. It helps them understand the products or services being showcased, engage with visitors in a meaningful manner, handle objections, qualify leads, and follow up with potential customers. Proper training maximizes the return on investment (ROI) from trade show participation and enhances the company’s reputation.
Q: What are some key components of trade show staff training?
Some key components of trade show staff training include:
- Product and industry knowledge: Ensuring booth staff have a comprehensive understanding of the company’s offerings and the industry they operate in.
- Effective communication skills: Training staff to engage attendees in meaningful conversations, actively listen to their needs, and communicate the value proposition of products or services.
- Lead generation and qualification: Teaching techniques to identify potential prospects, initiate conversations, ask open-ended questions, and capture relevant lead information.
- Handling objections and difficult situations: Preparing staff to professionally address concerns, respond to objections, and escalate issues when necessary.
- Booth etiquette and professionalism: Emphasizing the importance of appearance, punctuality, courteous behavior, and maintaining a tidy booth.
- Post-show follow-up: Educating staff on the significance of timely and personalized follow-up communication to convert leads into customers and maximize ROI.
Q: How can trade show staff training improve the success of a trade show?
Trade show staff training can significantly enhance the success of a trade show by:
- Increasing visitor engagement: Well-trained booth staff can effectively engage with visitors, create meaningful conversations, and generate interest in the company’s offerings.
- Qualifying leads effectively: Trained staff can identify potential prospects, gather relevant information, and prioritize valuable leads for follow-up.
- Handling objections professionally: Staff prepared to handle objections can address concerns, provide knowledgeable responses, and potentially turn skeptics into interested prospects.
- Enhancing brand reputation: Professional and knowledgeable booth staff reflect positively on the company, building trust and credibility with attendees.
- Maximizing post-show follow-up: Trained staff understand the importance of prompt and personalized follow-up, increasing the chances of converting leads into customers.
- Improving overall ROI: With effective training, booth staff can optimize their performance, generate more qualified leads, and ultimately contribute to a higher return on investment for the trade show.
Q: How often should trade show staff receive training?
The frequency of trade show staff training depends on various factors, such as the complexity of the products or services being showcased, the experience level of the staff, and the evolving nature of the industry. Ideally, training should be provided before each major trade show or whenever there are significant updates or changes in the company’s offerings or target market. Ongoing refresher training sessions can also be beneficial to reinforce skills and address any emerging challenges or areas for improvement.
For additional information on trade show staff and pre-trade show training, sales, and marketing techniques, please visit:
Training trade show booth staff
Amazon’s Trade Show Booth Displays
Pre Trade Show Marketing is Critical
How to Develop a Trade Show Budget
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