Staff members attending a trade show event should be well equipped and prepared to speak with potential consumers. We’ve come up with a few tips to help get your staff ready for the big day:
1. Be Knowledgeable.
All staff attending the event should have a great deal of knowledge about the product on display. Your staff’s expertise will impress potential consumers and this will reflect positively on your brand. This will also help prepare staff for the many questions that will be asked during the event.
2. Be honest.
It’s important to be honest with consumers. List the benefits as well as the downfalls of the product. However, counter downfalls with something positive. For example, if you’re selling a product that uses a battery, one of the downfalls may be that the battery dies quickly if the product is running constantly. Then, counter this with something positive, such as the product’s performance and capabilities are better than any other product of its kind, which is why the battery dies faster.
3. Be Professional.
Appearance is important, because first impressions are made within just a few seconds. Each staff member should be dressed in uniform and have a clean appearance. Additionally, having business cards to hand out is a must. Once consumers see the high level of professionalism amongst your event staff, they will credit your company as being professional and they will become more trusting of the products and services you have to offer.
4. Be Friendly and Charismatic.
Friendly staff will attract more consumers than quiet and shy staff. Taking it one step further, charismatic people tend to be more persuasive, which is extremely important at trade shows. Consumers see tons of products in just a few hours, so convincing them that yours is the best can be a difficult task. On a different note, speaking clearly is also important – don’t speak too fast. You don’t want to confuse consumers or give them the impression that you’re busy and they’re wasting your time.
5. Be Concise and to the Point.
Continuing on our last point, you don’t want to waste consumers’ time. When you first start to interact with consumers, only talk about key points because you don’t want to give them an information overload. You also want to make a few key points stick in their minds so that your product and brand will be remembered even after the event is over. If consumers start to show more of an interest in your product, then give a more in-depth analysis. Finally, don’t do all the talking. Give people an opportunity to get their two cents in or ask questions.
We wish everyone the best of luck at their next trade show event, and remember to keep these tips in mind when training event staff.