Making the Most of Exhibitions

Making the Most of Exhibitions Workshop

• Objectives of workshop
• Ice breaker
• The importance of trade shows to your company – pre-work and discuss

Pre-show preparation:

• Who, where, what, and when?
• Understand company SMART objectives/deliverables for the show

Personal Preparation

• Prepare for physical issues
• Know the answers to ‘common questions’
• Clothing/uniform importance
• Maintaining professionalism even when tired!
• Setting personal targets

Golden Rules of Trade shows and Stand Etiquette

• Don’ts of trade shows – workgroups and discuss
• Do’s of trade shows – workgroups and discuss
• Managing the stands – tips (based loosely on the pre-show above)

Engaging with Customers

• Welcoming customers and encouraging them on the stand
• Using the stand “hook” and move conversation towards product and a commitment for next steps/order
• Engaging with clients/potential clients – use of probing and open questions
• Listening
• Developing rapport
• Body language do’s and don’ts with exercises linked to listening
• Selling Benefits not Features!
• Using literature effectively
• Passing visitors on smoothly to colleagues (mini role play)
• Identify ‘time wasters’ and how to handle them politely
• Managing competitors on and off the stand
• Gaining commitment/closing/confirming next action
• Following up leads
• Summary key learnings
• Action plans all