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Booth Staff Training - The Trade Group
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Booth Staff Training - The Trade Group


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Face to Face interaction is the #1 reason why buyers choose to attend trade shows. Learn how you and your exhibit staff can make lasting impressions that result in SALES. …

Face to Face interaction is the #1 reason why buyers choose to attend trade shows. Learn how you and your exhibit staff can make lasting impressions that result in SALES.

You’ll learn how to overcome these common complaints in this short, 30-minute session:

“I’d rather be making sales calls at my desk.”
“My feet hurt…I’m just gonna sit down for a bit.”
“If I look at my shoes, maybe I won’t have to talk to this guy.”
“We’re outta town…let’s party!”
“How do I even know if these leads are any good?”
And many more....

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  • 1. Booth StaffTraining
  • 2. Malcolm Gilvar• VP of Sales at TTG• 27 years of industryexperience
  • 3. Booth StaffTraining
  • 4. Before We Get StartedYou can type questions in the sidebar at any time and wewill try to answer as many as possible at the end of thewebinar. Any we can’t get to live will be answered viaemailWe will also be tweeting and answering questions viaTwitter at #TTGWebinarThe webinar will be availble on our webisite and the slideson Slideshare in the next few days
  • 5. The Trade ShowOpportunity
  • 6. The Trade ShowOpportunity56% of Attendees rate trade shows ashaving the most value of any face to facemarketing interactions. In person salescalls are a distant second at 26%
  • 7. 48% of Exhibition leads don’t requirea sales call to closeThe Trade ShowOpportunity
  • 8. 90% of trade show attendees usetrade shows as their number onesource of purchasing information.The Trade ShowOpportunity
  • 9. 57% of attendees will make a (showinfluenced) purchase decision within12 months.The Trade ShowOpportunity
  • 10. 80% of visitors remember the exhibitbased on booth staffers.Booth Staffing
  • 11. Booth staff training can improve yourperformance by up to 36%Yet 52% admit to rarely or never traningtheir staffOnly 1% employ professionalsLeveraging theTrade Show Opportunity
  • 12. Goals&Objectives
  • 13. Only 30% of those going to shows setobjectivesGoals & Objectives
  • 14. Goals must be measurableand actionableGoals & Objectives
  • 15. Goals are a generalization whileObjectives are much morespecificGoals & Objectives
  • 16. AccountabilityFor goals and objectives to beeffective sales must be heldaccountable
  • 17. Align tactics with goals and objectivesThe Trade ShowOpportunity
  • 18. Do’s & Don’ts
  • 19. Wear your badge on your right sideBe assertiveSmileThank them for visitingListenKnow your productBooth Staffing Do’s
  • 20. Eat or drinkSitReadChat with booth staffLeave booth unattendedUse negative body languageBooth Staffing Dont’s
  • 21. Trade Show StaffChallenges
  • 22. Buyer and seller are outside of normalenvironmentTrade Show StaffChallenges
  • 23. It takes only 4.8 seconds for anattendee to pass a 10x10’ exhibitTrade Show StaffChallenges
  • 24. You can meet up to 100 prospects adayTrade Show StaffChallenges
  • 25. You only have 3-5 minutes for eachpitch.Trade Show StaffChallenges
  • 26. Staff is tired and wanes at certainpoints of the dayTrade Show StaffChallenges
  • 27. Maximize ClientInteraction
  • 28. Selling is simple but not easySelling is a skillTo get better is to be more comfortableConfidence breeds confidenceWhy You MustPractice
  • 29. The 4-Step Trade ShowProcessEngageQualifyPresentClose
  • 30. Build Rapport (Likeability)Learn What Badge Colors MeanEngaging QuestionsElevator SpeechBe YOUEngage
  • 31. Goals are to determine QUICKLY ifthey are a potential BUYER. If notDISENGAGE. If they are ask questionsand RANK them as an A, B, or C leadQualify
  • 32. Demonstrate or present your productor service based on the informationyou have gleaned during yourqualification processPresent
  • 33. Close the saleClose the next stepCollect their informationClose
  • 34. A Few Closing ThoughtsPlan, Practice, ProduceHold your teamaccountableMeasure your results dailyConsider customized stafftrainingLook for upcoming emailsabout Trade Group’sTradeshow Quick Tips
  • 35. Thank You!
  • 36. Question and Answers