How to Train Staff for a Trade Show

Posted by Anonymous , 9/4/2007 Tags:TrainStaffTradeShow
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How to Train Staff for a Trade Show

Introduction

Your staff is an integral part of your trade show presentation. They carry your marketing message in every interaction they have with prospective clients. They represent your company as much as you do. It gives visitors a secure feeling when they see a group of people working in harmony to solve their problems. It's crucial you train your staff to work your booth effectively. Here's the way to go about it.

Instructions

Difficulty: Moderate

Steps

1

Step One

Educate your staff about the goals for the trade show presentation. Making sales, increasing visibility, generating leads and creating a buzz about your products or services each require slightly different strategies.
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Step Two

Clarify your marketing message for them. It's a mistake to convey all your company can offer clients at a trade show. Concentrate on one or two benefits based on the decision makers who'll be attending and make sure your staff is well versed on what they are.
3

Step Three

Illustrate the kind of company image you want your employees to convey. They need to understand how your marketing materials and presentation all work to make potential clients understand what your firm is all about.
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Step Four

Role play situations with your staff. Emphasize they need to be friendly, enthusiastic, respectful, attentive and knowledgeable about your products and services. The most important part of your trade show presentation is an inviting atmosphere.
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Step Five

Brief your employees on any promotions you'll be using. Make sure they hand gifts out personally rather than leaving them on the table to be picked up in passing. Direct them in how to use involvement devices like contests, quizzes, surveys and demonstration participation.
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Step Six

Arrive early the night before the trade show so you can hold a pre-show staff meeting. This should walk employees through the motions of a typical booth scenario. Remind them of goals, marketing messages, company image and appropriate behavior.
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Step Seven

Reward your staff at the end of the trade show. Take everyone out to dinner or hold a party at the hotel. Make them feel appreciated and eager to participate in the next show.

Tips & Warnings

  • Ask for your employees' feedback during the show and implement changes that make sense.
  • Employ enough people to let everyone have a few hours to themselves.
  • Make sure your staff keeps the booth neat, uncluttered and organized during the show. The appearance of your staff and the booth reflect on the professionalism of your company.
  • Don't forget to compliment staff on how well they're doing in addition to offering gentle suggestions for improving their presentation.
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