Corporate E-Learning

Being a part of a trade show can be a wise investment for any company. But preparation is important because it can ‘make or break’ how well you succeed during the show. Employees must realize that they are acting as a representative for the company and should be knowledgeable of its products and services. Preparing your staff for the trade show is a big job, so get started early!

Preparing for your trade show is no easy task and can take a good amount of planning and advanced groundwork. Not only do you need to plan for things such as supplies or travel arrangements, but the staff needs to be fully prepared and ready to greet customers. It is often helpful to create a checklist or manual that can help you make sure you have all of your bases covered.

Your booth will be one of the first things that will attract customers in and make them want to talk to your employees. Simple design strategies such as color scheme and layout will make a difference, but other techniques such as samples or prize giveaways can also lure in the traffic. A trade show will consist of dozens, if not hundreds of vendors, so you want to be sure your booth will stand out.

It is important to make sure that your booth not only stands out, but that it represents the company as well. Some booth designs can seem generic and ‘run of the mill’ with the simple table and chair set up. Your booth should not only attract attention, but attract potential customers. When visitors come to your booth, ensure that they know which booth they are visiting and what they can find there.

Now that you’ve prepared the team and set up the booth, it’s time to get to work! The trade show has started, so it is important to keep your mind in the game and eyes on the prize. Welcome the customers in to see what your company has to offer. Remember your training and preparation and you’ll be able to run a smooth and successful show.

The trade show is underway and the customers are flowing. Now is not the time to slip up and forget your training! Remember the little details, such as customer approaches and even employee break times. In the meantime, don’t forget to scope out the competition and surrounding booths. The show is on a roll so keep it going.

Qualifying visitors and prospects is an important aspect of a trade show success. You may have a nice looking booth, some great promotional materials and a prize or gimmick to lure the customers in. But if you do not qualify each one and learn how to engage those that appear to be a good lead, you could go home with nothing. Learn to utilize the few minutes, even seconds, you will have with each visitor and seize the opportunity while it is there.

People attend trade shows for a reason. They are usually there to solve a problem or find a way to meet a need they have. Let them find it in your booth! It is very important to welcome potential customers and ‘host’ them in your booth home. Ask them what they are looking for or why they attended the show. Communicate with them and the answers will come.

Engaging with the right customers isn’t always easy, but it’s something we can master in order to draw in customers. No one is a expert in sales or working in a trade booth – it takes work and practice. Some of the things to remember is how to approach a customer and gather information about them. From there you can offer a solution and come out on top.

Engaging with customers takes a great deal of time and effort for the company, but the rewards can be well worth it. It is important that your business is open and inviting to the public. Over the top gimmicks or absentee workers can drive customers away. The goal is to engage customers – not over market them.

The show is over and it’s time to go home. You look over your progresses and see that you have made some great leads. But now what? The work isn’t done just because the show is. Now is the time to follow up with your leads and continue to make contact with them. They may have your business card, but it is your responsibility to bring them in the rest of the way.

Although this workshop is coming to a close, we hope that your journey to understanding how to better prepare and run a successful trade show is just beginning. Please take a moment to review and update your action plan. This will be a key tool to guide your progress in the days, weeks, months, and years to come. We wish you the best of luck on the rest of your travels!