The Three Biggest MistakesThe three most common mistakes which are made - by companies both big and small - are:
1. Sending your regular sales staff / account executives to the trade show or conference without specific training.
2. Not training the trade show personnel in all areas required in order to increase their success.
3. Assuming your normal sales staff has all of the information they need to be successful. There is a huge difference between selling a product or service face-to-face and selling on the trade show floor.
When you don't take the training of your trade show staff seriously, the trade show attendees will not take your staff - or your company - seriously either.
