Trade Show Staff Training

Course Description:

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!

Research has consistently demonstrated that when clear goals are associated with learning, it occurs more easily and rapidly. At the end of this course, you should be able to:

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

Pre-Show Preparation

  • Prepare for Physical Issues
  • Developing a Great Elevator Speech
  • Setting up a Schedule
  • Connect with Attendees
  • Case Study
  • Assessment

Booth Characteristics and Set-Up (I)

  • Stand Out
  • Create a Booth Manual/Checklist
  • Technology
  • Scout a High Traffic Area
  • Case Study
  • Assessment

Booth Characteristics and Set-up (II)

  • Signage
  • Match Your Brand
  • Private Area
  • Focus on a Message
  • Case Study
  • Assessment

During the Show (I)

  • Company Objectives
  • Highlighting Your Product
  • Do Something Memorable
  • Social Media
  • Case Study
  • Assessment

During the Show (II)

  • Classic Do’s and Don’ts
  • Gamification
  • Walk the Floor
  • Keep the Distractions Away
  • Case Study
  • Assessment

Qualifying Visitors

  • Know the Answer
  • Engage with Qualifying Questions
  • Body Language
  • Listening Skills
  • Case Study
  • Assessment

Engaging the Right People

  • Prospects
  • Time Wasters (Catch and Release)
  • Press
  • Competitors
  • Case Study
  • Assessment

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
  • Assessment

Rules of Engagement (II)

  • Having a Welcoming Environment
  • The Dos and Don’ts of Business Cards
  • Observational Skills
  • When Not in the Booth
  • Case Study
  • Assessment
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