Keep it Brief
Business today moves fast, especially on the trade show floor, and it’s in your best interest to keep it moving. Here are three suggestions for how brevity can help grow the return on your tradeshow investment:
- Make sure your tradeshow team can clearly articulate your brand message and value proposition in 60 seconds or less. People want to know quickly how your product or service will benefit them. Before each show, email your sales team key message points and let them know you’ll be holding a pre-show competition with a prize for the best show floor pitch delivered in the shortest amount of time (most sales people are extremely competitive, you’ll be amazed at the competition for a $20 Starbuck’s gift card).
- Have a qualification process to help your sales team quickly identify key prospects. Make sure your sales team uses qualifying questions to capture key information vital to moving to the next step in the sales process.
- Teach your team how to disengage. One of the most valuable elements of qualifying tradeshow attendees is knowing when and how to disengage. As part of helping your team learn how to spot key prospects, also make sure they know how to quickly spot those who are not a good fit and politely disengage. Have them practice it until it is clear they can disengage in a way that still leaves the door open for a future relationship just in case that person switches jobs or companies.
Successful tradeshow floor engagement skills are very different from the skills your sales team uses in the field. Make sure your show floor team is briefed to succeed at every event!
Consider Exhibitors Connection as your on-site marketing team. We specialize in creating a team that will be a natural extension of your brand, your company and represent you in an outgoing, professional manner. Let us know if we can provide you with the right team to help draw attendees into your event or exhibit space, 773.631.9465.
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