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Trade shows are not necessarily cheap. So hiring the right trade show staff is important to get the most out of it.
Trade shows can be a crucial part of your business growth. In certain industries, your trade show staff is one of the best ways to spread the word and make new contacts within the industry, but only if you can create a great booth and set it up to create some buzz around your business.
When preparing for a successful trade show, one of the best things you can do is get trade show staff who know exactly what they are doing to help you through, and certain people consider working at trade shows and expos their career. This means they can share their experience with you and boost your chances of success. Attending trade shows isn’t necessarily cheap, so you might want to ensure you get the most out of it.
Find Trade Show Staff with Experience
No matter how good you are at business, it doesn’t necessarily mean that trade shows will be your strength. If it is your first or one of your first trade shows, you will probably feel a little bit out of your depth and not necessarily know how these events work.
It is important to ensure you have the right approach to trade show marketing, and relying on experienced staff can ensure you know the tricks of the trade. In some industries, trade shows are very competitive, and without professional staff, you will unlikely get much traction.
In addition to their expertise and professionalism, having trade show staff dressed in branded graphic t-shirts that promote your brand can greatly impact attracting potential customers, highlighting the importance of choosing the right staff for your big event.
Draw Attention and Generate Traffic
If you take the employees you currently have working in your business, you might not necessarily be playing to their strengths. When you start out in business, it is understandable that you will rely on a small team to help, but remember that experienced brand ambassadors are an investment rather than just an expense.
The right trade show staff knows how to make your booth attractive and how to attract people into your space at the show, generating traffic and making your stand look more appealing. More traffic implies more possible leads, which means more potential sales. This surely maximizes the impact you have at the show.
Run Presentation or Product Demonstration
The experienced narrator tends to be perfectly happy performing presentations or demonstrations. You might have the best employees in the world, but if they don’t know how to talk to the public, they may not be suitable for these demonstrations.
Trade shows are full of presentations and demos, and people who have experience and skill in this area will be happy talking people through what they are doing and making sales at the same time. If you let an intern or someone who doesn’t like talking in front of others in this position, the results will likely be poor.
Deliver Maximum Sales Impact
Similarly, having the right experienced talent can have a few different effects that maximize the impact of your sales. For one, they will be able to drive more leads than people who don’t know how to work a crowd or engage with industry professionals at a trade show. These employees will likely be specialists and know exactly what they are doing.
Another benefit is that it frees you and your staff to continue doing what you are good at. Delegating the trade show and the work involved (as far as possible) to the right trade show staff means that you can be there overseeing and spending your time in the best way possible, which leads nicely to the next point.
Free up Your Sales Staff to Meet with Prospects
It is normal to schedule meetings and appointments with prospects at many trade shows, expos, and conferences. If you have to be manning the stall, or if your sales staff are tied up performing demonstrations, then there is very little chance that you’ll be able to find the time to meet these prospects.
If your sales staff cannot follow up on the leads being created all the time, you might wonder what the point is at all. You need those leads to be followed to have the highest potential to try and convert to new customers and potential long-term partnerships.
Prospects may not just be people making one-off purchases either; some people land big contracts at trade shows, and you don’t want to miss out on that because you don’t have your trade show booth staffed correctly.
Entertaining Experience with Booth Visitors
Communication is the cornerstone of every business’s success. Many skilled workers get to the stage where they know how to create an entertaining experience and engage with the people who are visiting your booth. Consider if you were to take workers who are within your business already. They may be brilliant at their job, even selling to people one-to-one, but trade shows are very different.
This is about planning, having the correct trade show staff working, and representing your business in trade shows. You shouldn’t just think about the fact you are going to attend a trade show; it isn’t enough to show up. Instead, make a plan with trade show staff regarding how you will hook people in, what you are offering them, and how you are going to engage them.
Key Takeaways
No matter what you need temporary trade show staff for, you must guarantee that they will follow through with a professional attitude and a demeanor that aligns with your company culture and brand.
Trade shows, expos, and conferences offer B2B and B2C companies a perfect setting to reach clients and prospects. Hiring the right trade show staff who understand your business, goals, and communication principles will strengthen your position as a leader on the trade show floor. More importantly, it will result in an excellent attendee experience and high ROI.
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