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

We all make mistakes, however, if we are aware of the pitfalls that can occur, there is a better chance we can avoid errors that, more often than not, can be fairly costly. The following are ten of the most common mistakes exhibitors make pre-show, at-show and post-show:

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In this episode of the Tradeshow Minute, Susan Friedmann, CSP, The Tradeshow Coach, walks you through how to plan your exhibiting goals and objectives.

Watch this short Tradeshow Minute video to learn how to set specific measurable goals for each show so that you’re totally clear on the the exhibiting results you expect to achieve. Remember to be realistic. Your specific goals are the yardstick for measuring your tradeshow results. Companies participate in shows in order to:

• Increase sales
• Write orders
• Introduce new products/services
• Project an image
• Provide target audience education
• Educate customers
• Recruit dealers or distributors
• Conduct market research

For a more in-depth look at exhibiting successfully at trade shows, buy a copy of Susan Friedmann’s book, Meeting & Event Planning for Dummies.

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!