Learning Objectives
This one-day workshop will help you teach participants:
- Understand the types of people that attend trade shows
- Develop trade show goals, which are S.M.A.R.T. – Specific, Measurable, Achievable, Relevant and Time-bound.
- Know what your company does (products, marketing strategy, your customers) in order to work successfully in the trade show booth
- Realize the importance of good conversation from the opening lines of introduction to the closing of the conversation, hopefully with a potential sale.
- Develop a variety of introductions that could be used to engage potential customers at a trade show.
- Understand the importance of Pre-Promotion to the success of the trade show.
- Realize the importance of targeted promotional giveaways.
- Understand the importance of good booth behavior including Active Listening, Body Language, and Questioning.
- Conduct prospecting activities at a trade show, including First Contact, Qualification, Determining Needs, and Closing the Deal
- Develop and conduct follow-up activities with leads, prospects, and qualified prospects after the trade show.
You will spend the first part of the day getting to know participants and discussing what will take place during the workshop. Students will also have an opportunity to identify their personal learning objectives.
Lay of the Land
This session looks at common mistakes made at trade shows and looks at who attends trade shows and why they attend.
Setting Trade Show Goals
Goals are important to any endeavor and trade shows are no different. In this session, students will learn what good trade show goals look like and will go through a reflection process that puts them in the frame of mind to determine good strong goals.
Before the Trade Show
You can’t just show up at a trade show and hope for the best, you need a plan, a strategy. Here, learners will create a company poster outlining their company’s products and marketing strategy. Then they will develop several introductions that can be used at the trade show and will look at potential giveaways that reflect their company values.
During the Trade Show
This is where the rubber meets the road, at the show itself. And this is where students will look at three important aspects of booth behavior: Active Listening, Body Language, and Questioning. They will also look at active listening tips, what good body language looks like, and good questioning techniques to use at a trade show.
Prospecting
In this session, your students will follow the prospecting process from First Contact, through Qualification and Determining Needs to Closing the Deal.
After the Show
The work doesn’t end when the trade show does, in some cases, there’s plenty more to do. Here, your students will explore follow up activities for leads, prospects and qualified leads and generate typical emails that could be used after the trade show.
Workshop Wrap-Up
At the end of the course, students will have an opportunity to ask questions and fill out an action plan.
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