Does your booth staff show clients they are worth their time and attention? It’s time to take that stance into overdrive.
At trade shows, there are no “bad day” attitudes. Being impolite or inattentive quickly loses potential clients. Your booth is a stage, and your staff are the actors. Every day is “opening night.” Leave problems outside and polish your performance to WOW the audience.
The relationship between your staff and the client is paramount. Train your booth staff to greet customers, make eye contact, listen to their needs, and find ways to satisfy them. Despite long days, the focus must remain on engaging with customers, prospects, and leads. Aim for meaningful conversations that leave a positive impression of your brand.
Reflect on your last trade show. How did your lead generation go? If it was lacking, evaluate your booth staff training. Were they knowledgeable, friendly, and sufficient in number? If you’re unsure, consider implementing a formal training program. Focus on product knowledge, attitude, attention, and listening skills. Small improvements can lead to increased leads and sales in the long run.
You’ve done the work and are ready to exhibit. Now what? Besides meeting new prospects and leads, it’s crucial to engage with your key accounts. These clients are your foundation, and strengthening your relationship with them is vital. Trade shows offer a unique opportunity to connect face-to-face, reinforcing your commitment to their success.
Schedule meetings with key accounts well in advance. Reach out three months ahead with a friendly call or handwritten note. Handwritten notes stand out more than emails and show you value their business, increasing the chances they’ll visit your exhibit.
Create a private, quiet area in your booth with comfortable chairs and a table. Train your booth staff to minimize interruptions during these meetings and handle other booth activities. Convention meetings can be unpredictable. Appointments might be rescheduled or canceled at the last minute due to the busy nature of trade shows. Remain flexible and professional, ready to make the most of any opportunity that arises. Be prepared for impromptu encounters with key accounts who might drop by your booth unexpectedly. Have additional staff on hand to ensure no opportunity is missed.
Encourage your team to stay positive, energetic, and focused on the goal: building and maintaining strong relationships. Provide regular breaks and ensure they stay hydrated and nourished. With careful planning and a strategic approach, you can maximize your trade show success. Focus on meaningful interactions with key accounts and adapt to the dynamic trade show environment. Enhance your relationships, increase your leads, and drive more business. With a little help and preparation, you too can become a trade show pro.
