This trade show selling course will:
- Outline what a booth staff can and can’t expect from a trade show.
- Prepare participants to effectively plan for their next exhibition.
- Provide participants with tactics for attracting qualified booth traffic.
- Suggest tactics for dealing with the unexpected.
- Outline proven tactics for following up on leads.
If you’ve ever participated in a trade show and found yourself having flashbacks to a high-school popularity game, you’re not alone. In a sea of booths, it doesn’t take long to figure out where the “cool kids” are. Their space may not be the biggest or the fanciest, but it’s the place to be. What’s more, the people staffing the booth and their organization get exactly what they want out of the show. How do they do it? For most of them, it’s no accident. They recognize that shows are a substantial investment, and they must methodically do their part in order to realize a reasonable return. This course in trade show sales, networking, and etiquette is designed for any group that wants to improve its booth savvy and ability to get the most out of the trade shows they attend.
At this program’s conclusion, participants should be able to:
- Describe what trade shows can and can’t do for business.
- Staff a show with the right people.
- Set realistic goals for shows.
- Generate booth traffic.
- Appropriately greet and engage visitors.
- Adhere to professional appearance and etiquette standards during trade shows.
- Manage conversations with visitors.
- Qualify prospects.
- Gather visitor data.
- Handle difficult visitors and unwanted surprises.
- Follow up appropriately after each event.
The following outline highlights some of the course’s key learning points. As part of your training program, we will modify content as needed to meet your business objectives. Upon request, we will provide you with a copy of the participant materials prior to the session(s).
The Naked Truth: Understanding Why Trade Shows Flop
Bare Essentials: Planning for Shows
Maximum Exposure: Making the Most of Time in the Booth
You’ve Got to Shake It: Working with Energy
Malfunction Management: Dealing with the Unexpected
Show Them Your Stuff: Maximizing Your Investment
By the conclusion of this hands-on workshop, participants should be able to plan for their next show, feel comfortable with self-introductions and generating booth traffic, prepare for the unexpected, and follow up with prospects after the pipe and drape have been carted away.