Getting to the sweet spot with trade show staffing is an ongoing process. Just as you update your booth, marketing materials, and session presentations to reflect changes in your company’s products and your industry, training and re-training your trade show booth sales staff is vital to keeping your trade show sales strategy fresh and prepared to seize opportunities.
1. The Sales Pitch
According to Barry Siskind, author of Powerful Exhibit Marketing, an effective sales pitch develops by identifying:
- The features and benefits of your product and service. Make a list of all of your product’s features and a second list of how each feature brings value to your customers. Identifying the pain points of your customers helps your sales team address their needs more readily and thoroughly.
- Understanding your prospects and what issues are most important to them. Define the different types of influencers who will attend the show and identify their unique motivations. Create a pitch for each type of customer that your trade show booth sales staff will likely encounter at the show. And rehearse, rehearse, rehearse!
2. Find Common Ground
Trust is oftentimes built upon a foundation of commonality. Have your sales staff find common ground before launching into their sales pitch. This can be accomplished by asking open-ended questions, using chit-chat to warm up a prospect, and establishing connections based on a situation, hobbies, current events, etc. Take the time to ask about a prospect’s goals for the trade show to qualify them as genuine prospects.
3. The Art of Boothmanship
Boothmanship is more than having a great pitch and product knowledge – it also includes trade show etiquette, data collection methods, understanding each team member’s role, and educating your sales staff in the many unique opportunities the show presents to them.
4. Lead Management
Establish processes for gathering and rating leads, and for providing timely follow-up before going to the show. Using a lead capture app or device that imports leads directly into your CRM system can save you time, money, and free your sales staff to do what it does best – sell. And always follow-up with prospects within 2 days after the show.
Use press releases, invitations, and social media to announce your participation at the show and to promote incentives your company will offer visitors. Dining certificates, samples of your products, and drawings for gifts are a few of the incentives you can promote pre-show to drive attendees to your booth. Once at the show, use social media to reinforce your presence, promotions, and participation in panels.
Develop standards and train sales staff on the use of giveaways and promotions. Qualify customers, offering your best incentives to highly qualified prospects and best customers. Trade shows can be extremely beneficial to a business and should be considered in your marketing plans. If you’d like more information on how to have the best trade show booth, or tips on how to have a great show, all you have to do is contact us today!