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

In this episode of the Tradeshow Training Minute, Susan Friedmann, CSP, The Tradeshow Coach, shares the most important points every exhibitor needs to know on how to prepare their people to work a trade show.

In Part 1 I talked about three of the six senses or “right-brain directed aptitudes,” that Daniel Pink refers to in his best-selling book, “A Whole New Mind” – namely, design, story, and symphony.

This week I’ll share information about the other three senses, empathy, play, and meaning, and how these relate to your trade show experience.

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Two weeks ago, I offered you a challenge – “how to avoid being invisible on the trade show floor.”  One of the three ways I shared is to “be different.”

This week I was re-reading one of my favorite books, “A Whole New Mind,” by best-selling author, Daniel Pink. In it he claims, “we’re living in a different era, a different age.  An age in which those who “Think Different” will be valued even more than ever.”  He discusses that right-brain thinking (the creative side – think in pictures) is every bit as important now – in some cases more important – than left-brain thinking (the analytical side – think in facts and figures).

Pink further discusses “six senses” or six “right-brain directed aptitudes,” namely, design, story, symphony, empathy, play, and meaning.

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We’ve all been given two ears and one mouth. The question is, “do your people know how to use them in a 2:1 ratio on the tradeshow floor?”

Here are six habits that really upset visitors to your booth.  They all let visitors know that your company representative isn’t really listening to them: Continue reading…

“Our products cost so much more than our competitors. How in the world do we convince attendees to check us out, when everyone’s so focused on the bottom line?”

The question could come from any industry, and it’s becoming increasingly common as a tightening economy makes buyers more price-conscious. However, the company that lives by price also dies by price. Savvy exhibitors know that to appeal in this type of market, it’s critical to highlight aspects of their products and services that are more important than money.

The three most pivotal factors are: Continue reading…