Issue link: http://read.dmtmag.com/i/613635
I DA U N I V E R S A L N ove m b e r - D e ce m b e r 2 0 1 5 23 Let's face it, trade shows are a big investment. And your trade show staff is critical to making that investment pay off . So how do you develop and train your trade show staff to eff ectively manage your ROI? Here are 5 tips: Communicate trade show goals and objectives In preparation for an upcoming trade show, it is important that each staff member and booth participant understand the goals of the event. Manage the expectations for success ahead of time to help ensure your staff is aware of the ultimate goals, which may include: qualifi ed lead generation, new product introductions, visitor education, media coverage, etc. A pre-show meeting, even one held in your booth just before the show opens, is always a good idea so the goals and responsibilities can be reinforced. Clearly defi ne roles and responsibilities Your trade show staff represents your business at every level. Reinforcing the importance of professionalism is paramount. Every booth visitor should feel welcomed and respected. Also, staff members must under- stand that their responsibilities may include working the entire booth, not just a specifi c area; knowing how to respond when the booth is experiencing varying traffi c levels (from slow to busy); keeping the booth clean; and helping colleagues. Prepare and practice telling your company's story (elevator pitch) Every person in your booth needs to know your company's story and should be prepared with an "elevator pitch" to tell that story. For even your most experienced staff , practicing the elevator pitch is a good idea. Knowing how to respond to basic questions about your company and its products/services is the key to off ering a consistent message to your booth visitors. An elevator pitch should last no more than 20 or 30 seconds and should end with an open- ended question to get the visitor talking. A good idea is to hold a question-answering session at your pre-show meeting: • What's new? • What is your company and what do you sell? • What can you tell me about this product/service? • Why is this important to me? 5 Tips for Developing Successful Trade Show Staff Teach how to ask good, qualifying questions Gathering qualifi ed leads is an important part of a trade show staff er's role. Calculate how many qualifi ed leads each staff er needs to generate per hour to reach the goal. Each staff er should know how to identify qualifying leads by asking questions in a friendly manner. Some important qualifying questions include: • Tell me what you do and why you're here at the show? • What types of products do you purchase? • Do you make the purchasing decision at your company? • Do you have budget or funding parameters? • How would you like me to follow up with you? Identify top clients in advance Your top prospects should be clearly defi ned prior to the trade show, and your staff needs to know those prospects and what to do when they show up. Each conversation with a top prospect should have specifi c, achievable goals. Your staff should know the key players by name and greet them when they arrive. If there is a plan in place to connect them with senior staff , that plan should be clearly outlined. What's more, demonstrations need to be ready to go at a moment's notice when top prospects arrive. ● www.aem.org, 10/29/15