Trade shows are the best investment for companies when it comes to marketing to customers worldwide. In just a few clearly defined days, in a single place, you can meet so many potential clients, which is why companies invest lots of money and time preparing for this type of event.
The costs start with buying the space for the trade show, designing and building the booth, producing advertising material for the trade show, expenses for organizers, and more.
The limited time each potential client has at the trade show makes the interaction highly goal-oriented. In a very short time, they need to meet with lots and lots of identical companies…
Building an impressive booth and choosing a team to staff it doesn’t guarantee success at a trade show.
One of the things that maximize the odds of trade show success for your company is your representatives’ conduct during the trade show.
* Clothing
* Body language – standing, posture, eye contact
* Distributing predetermined staffing appropriately at the booth to produce the maximum potential
* Effective contact with customers, opening sentences, arousing curiosity and desire to enter, sitting and listening more
* Identifying needs, understanding buying potential
*Identifying the right communication style for each customer
* Understanding the precise buying potential of the client you’re with and building a conduct strategy to incorporate this
* Creating added value and differentiation compared to other representatives
Maximizing every contact and every customer in order to attain your goal!!!
Combining trade show training for representatives through a concentrated day of training as part of your preparations for the show.
We have developed a multi-hour training program, delivered by a senior trainer, geared towards every organization looking to hone its team’s abilities and sharpen their communication skills both in general and for trade shows in specific.
Broad program goals:
Leveraging every conversation and every contact with a prospective client to accomplish predefined goals. Managing face-to-face conversations with clients across cultures and languages in a pleasant, service-oriented way while remaining assertive and goal-focused.
Sample topics covered:
* What is “communication style,” how can we create it, and what are the potential conflicts if your personal communication style is different from that of customers from another culture?
* How can you identify the communication style of the person standing in front of you? How can you connect with them and create chemistry despite your differences?
* Studying and practicing an“opening ceremony” to greet the customer at your booth, representing us and ourvalue in an instant so the client enters and keeps listening?
* How to stand, make contact, look at the customer – and what the first sentence that leaves your mouth should be.
All of these are deciding factors that can determine whether the purchasing manager for the largest potential
client will come in to listen to what you have to offer – or not.
The art of small talk:
How to ask characterizing questions and questions that arouse a need, how to speak to the client about benefits in line with their communication style, how to identify buying/interest signals, and what the possible types of buying/interest signals are. How to identify true opposition and how to handle it.
And on the other hand… how to identify an irrelevant customer so you can avoid wasting time trying to motivate them.
And, of course, how to move forward with a customer commitment by acting on it the day after the trade show, after they’ve gone back home.
This workshop includes simulations and practical training. And how do we know it actually works? At the end of the day, we examine how participants have internalized these strategies and how team members interact and make contact differently, with careful planning for each customer.
