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.

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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Spring is a time when we brush off the winter blahs and just feel the urge to be active. It’s a time when we wake up our body, mind and spirit.

The question is how often do you exercise your exhibiting muscles?
Do you have a regular workout designed to increase your trade show dexterity and boost results?

Whether you’re looking for strength training to increase your competitive edge, flexibility to improve your marketing strategy, or just general overall fitness, a regular workout program is a must.

Find your level of fitness training in the following:

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What do you do when you’re down to your last brochure?

While it’s true that the vast majority of marketing materials distributed at trade shows and conventions wind up in the trash long before the attendee gets on a plane headed home, there’s still a clear expectation that exhibitors will have some kind of sales collateral material to hand out to interested parties at the show.  These include catalogs, brochures, spec sheets and more.
What happens if you’ve underpacked?  You’ve brought 500 spec sheets, and it turns out you have 2,000 people interested in that item.  Do you send the attendee away empty handed?

You don’t ever want to give away your last brochure!  Instead, make one booth staffer accountable for keeping track of literature supplies throughout the show.  If you start running low, it’s time to take action!  Here are your three options to ensure you don’t run out: Continue reading…

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…