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What About the Staff ? 5 Trade Show Tips
By Julia O'Connor
I have said this before – so says Julia O'Connor of Trade
Show Training, inc. - A trade show is a job interview for your
company.
The exhibit is the resume. It’s the first glance, the initial
impression. Just as a paper resume may be on
heavy-weight Crane’s stationery or torn from a notebook, or
an online resume is formatted or not, so too can the exhibit
attract attention, be negative or just neutral.
But you do not hire unless you interview, and an
experienced HR or GM pro often conducts the interview.
THIS IS THE PROBLEM –
At a trade show, many companies spend thousands on the
resume and nothing on the interview.
The staff is not prepared, may feel it is an imposition to their
regular work schedule, or is unaware of the entire marketing
and sales process with the trade show in the middle.
Here are 5 quick tips for improving staff understanding of a
show -
1. WRITE A JOB DESCRIPTION – Outline duties for time on
and off the floor. Goals and expectations. Requirements and
nice-to-have, like a second language.
2. ASK FOR VOLUNTEERS – The more open the process,
the better the chance for having people who are enthusiastic
about being part of the show staff. Enthusiastic beats
Grumpy every time.
3. TRAIN TO LISTEN - And to think faster on the show floor.
Today's reality is that visitors spend less time on the floor
and often pre-select the firms they visit. The questions will
be more detailed. The information requested will be more
advanced in the sales process. Your staff must be ready.
4. EVERYBODY IS AN EXPERT - Select a trend and bring
everyone up to speed. Talk about it in every conversation
before, during and after the show - on and off the floor. It
positions your firm as the expert firm and your staff as being
astute.
5. EVALUATE STAFF – Staff should be evaluated as a
representative of your firm – not just on leads and dollars.
Are they knowledgeable about your products and services?
Are they articulate? Do they listen well? How do they interact
with strangers, prospects and competitors? A show is a
great time to evaluate behavior. Do they make you proud or
anxious?
The trade show staff is the first line in trade show marketing.
The more they know, the better the exhibit experience.
Julia O'Connor - Speaker, Author, Consultant - writes
about practical aspects of trade shows. As president of
Trade Show Training, inc,, now celebrating its 11th
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. Contact her at
804-355-7800 or check the site
http://www.TradeShowTraining.com
Article Source: http://EzineArticles.com/?expert=Julia_O'Connor
http://EzineArticles.com/?What-About-the-Staff-?-5-Trade-Show-Tips&id=166696
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