Trade Show Booth Staff Training Expert, Susan Friedmann, CSP, The Tradeshow Coach

WII-fm plays everywhere all the time, but on the tradeshow floor listenership is at its peak. WII-fm, better known as “What’s In It for me,” resonates loud and clear among tradeshow attendees as they walk up and down the aisles, attend educational sessions, and networking events.

The Problem:

Most exhibitors only tune into their own WII-fm channel, which means they just think about themselves, their products/services. How do I know this? It’s blatantly obvious. Nine times out of ten, when I hear an exhibitor presentation, they can’t wait to shake hands, introduce themselves (that’s already a good exhibitor), and then launch into their verbal barrage (static) of what they have to offer, giving little, or no heed to whether or not a need exists.
The Solution:

The solution, like many things, is simple, but not easy.  Here are three steps to follow to help get rid of the static and pump up the success volume:
Step 1: Lower the volume on your WII-fm channel and tune into your prospect’s WII-fm channel. 
Step 2: Ask questions to uncover needs, and discover what’s most important to your prospect.
Step 3: Listen to the answers (this is tough), then take this valuable information, and tailor it to fit your product/service presentation or demonstration.
To make sure this three-step volume pumping process works successfully, use some tradeshow booth staff training prior to the show as and integral part of your pre-show planning, and preparation. Your team, like actors on a stage, need preparation, and practice (learning how to listen), which means knowing what to do, and how to do it, to help guarantee successful results. Don’t assume they know!

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