Trade Show WoesThe average trade show turns over approximately 40% of exhibitors every year. Those exhibitors simply aren't finding a return on their investment. By the time you pay for your planning expenses, literature, give-aways, booth, trade show expenses, personnel, travel, etc., you have invested quite a bit into this endeavor. However, most companies do not even think about training their trade show personnel.
Some companies receive excellent return-on-investment at trade shows, conferences, and exhibits while others pack up their booths and return to their workplace defeated. What makes the difference? Being prepared! You wouldn't send a person who has never been on a sales call to visit a potential client - one who has already suggested they were interested in your product or service - would you? So why send an untrained staff to capture the attention and leads of hundreds of prospects at a trade show?
The usual assumption of working a trade show is that it is a relatively fun and easy job. All you have to do is show up and smile while you schmooze and connect with buyers, right? Wrong! The reality is the opposite is true. Trade shows, conferences, and exhibits entail long and grueling days - especially for the sales person who is often times running 90 miles an hour every day on their regular job. To be contained in a booth for 3 or 4 days straight is very difficult. For other trade show staff, they most often do not know how to listen effectively - to make that prospect feel comfortable. Some are even unaware of trade show etiquette. These oversights on the part of the exhibitor are serious money traps and will cause you to loose out on your trade show expectations.
"Golden Tips to Maximize Trade Show Results" will prepare your trade show personnel to be up to the task. It is a straightforward, fun, and interactive two-hour training session available on CD-ROM enabling your staff to complete the training simply and easily on their own computer.
