Trade Show Staff Training

2 Days

Introduction

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 for your company; make sure they are fully prepared. Trade show attendees usually plan a list of who they are going to visit before entering the convention centre doors, make sure you are on that list.

Make sure your staff have 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 from a trade show lead than one obtained through all other means.

Programme Objectives:

• Recognise effective ways of preparing for a trade show
• Know essential points to setting up a booth
• Know the Dos and Don’ts behaviours 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

Who Should Attend

This course will benefit anyone involved in making arrangement to exhibit at a trade show and the staff who will man that stand. The course will also be useful for anyone planning to attend a trade show.

Course Content

This two-day workshop will cover the following subjects:

Module One: Getting Started

• Introduction to the workshop
• 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
• Lessons Learned
• Completion of Action Plans and Evaluations