Business > Sales Training > Training for Trade Shows - 5 FAQs
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Article rating : 0.00, 0 votes. Author : Julia O'Connor
Trade shows are so obvious. You go. You hand out
brochures. You come back to the office. It’s just a glitch in
your work week. Well, it’s much more than that. Your bottom
line can float on when you make - or lose - a sale at a trade
show.
Trade show training. So, who needs it? Well, you do - if you
want to understand the process and do a better job. Is
training just for one person? It’s a start but it’s best that
everyone involved in a show understand the impact a show
can have.
Through the years, I’ve been asked lots of questions about
training. These are the one that are asked most often - the
FAQs about why training is important.
Q - We've been going to shows for years. We always send
the same crew. Why do we need training?
A - Because if you've been going to the same shows,
sending the same staff and selling the same products to
the same people, you're in a rut. The business world is
changing quickly, and you need to adapt. Trade show
marketing is unique for each show because there’s a
change of exhibitors, attendees - and most important - your
reason for attending. To “just do it” doesn’t work for trade
shows.
Q - Why does everybody involved in the show need training?
A - Because old habits are hard to break. And bad habits
are
tougher. Trade shows are a company-wide marketing event,
not a trip for the sales staff. Statistics show that 80% of
leads are not followed-up after a show. When you have
more people responsible for the success of the show - from
the executive office to the loading dock, from the
telemarketing staff to the out-of-town reps, your odds are
greater for making sales and keeping customers.
Q - We have had sessions on how to sell and follow-up.
What's so different about trade shows?
A - Trade shows are a completely different environment. The
time is compressed, the expectations are high (sometimes
too high), you're constantly on stage meeting strangers.
Then you get back to your office? Well, you have to follow-up
leads as well as do your regular work. The more you know
about this unique marketing opportunity, the more
comfortable and successful you will be.
Q - We're just going to a show to walk the aisles. Why do we
need training?
A - Are you a good spy? What are you looking for? Do you
know trade shows are the best source of market
intelligence about your industry, new products, new
processes, new suppliers, new partners, new reps, new
employees and new competitors? Training can help you be
more aware of your surroundings, focus on your targets and
be open to new opportunities.
Q - Our display is looking worn since we do lots of road
shows a year. But the boss doesn't want to spend money.
Can we substitute training for a new display?
A - Sorry, no. A sad-looking display is a reflection on how
important you think your company is. Training can make you
more effective, but it can't overcome a neglected image.
Conversely, a new and expensive exhibit cannot overcome
an inexperienced staff, pushy sales people, a lack of
purpose or that infamous I-don’t-care attitude. Don’t put all
your exhibit money into the exhibit. A sharp exhibit is
important to get people to your space, but it’s people who
make the contact - and the contract.
The more you know, the better you will be at a trade show.
Julia O'Connor - Speaker, Author, Consultant - writes
about practical aspects of trade shows. As president of
Trade Show Training, Inc, now celebrating its 10th
year, she works with companies in a variety of
industries to improve their bottom line and marketing
opportunities at trade shows.
Julia is an expert in the psychology of the trade show
environment and uses this expertise in sales training
and management seminars.
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