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