Participating in trade shows and expos offers a fantastic opportunity to showcase your products or services, connect with potential customers, and build brand recognition. However, your brand’s success at such an event largely depends on the team manning your booth. They must be confident and competent to attract potential customers. An effective way to do this is to train your team so that they can confidently interact with attendees, answer questions related to your brand, and ultimately convert people into clients.
If you plan to participate in an expo soon, make the most of this valuable opportunity with a well-trained team at your booth. Check out these steps on how to train your team effectively for these types of events:
Do a Pre-event Team Briefing
One of the first things you need to do when training your team is to brief them on the basics of the expo. Make sure your team knows where and at what time the event will be held, as well as your brand’s booth number and its exact location at the venue. These pieces of information ensure your team knows exactly where to go on the day of the expo.
From here, you can inform everyone about the dress code for the event. Since your team will be on their feet for many hours, consider comfortable clothing. If you want attendees to easily recognize your team’s affiliation to your brand, you can have each person wear an ID or a branded paper wristband or shirt. If the event or industry demands more business-like attire, consider smart-casual clothing.
Discuss the Expo’s Objective
During the team briefing, it’s also a good time to inform your team of the expo’s objectives and their role in them. Discuss with them the event’s goals and the booth’s specific role in achieving them. You can also share with them the reason your brand is participating in the event, whether it’s to increase brand awareness or sales. This provides the team with context and purpose. Having a clear understanding of these goals can also motivate your team to work towards the outcomes you’re targeting.
Define Team Roles and Responsibilities
As you prepare your team for the upcoming expo, make sure you clearly define each member’s roles and responsibilities. This minimizes confusion and ensures that every task is accounted for. For instance, you might designate someone as the “greeter” to welcome attendees, while another team member is responsible for product demonstrations.
Once you’ve established each member’s role, prepare a customized training plan according to their duties. For example, your sales team may need advanced product knowledge training, while your booth staff might benefit more from training on engaging attendees.
Train the Team on Product and Service Knowledge
Deep product or service knowledge is the backbone of a successful expo. Your booth team should not only understand your offerings but also know how to communicate their value to potential customers. When training in this area, make sure to be thorough and keep your team up to date with any new services or products.
If you’ll be including product or service demos in your expo booth, make sure your team members have practiced beforehand. This allows them to work out any issues and confidently demonstrate what your brand has to offer.
Enhance Communication Skills
Aside from your team’s knowledge of your brand, their communication skills are critical for engaging with expo attendees. That said, ensure that part of their training involves developing interpersonal skills that build rapport and trust. These skills include the ability to convey information clearly and persuasively and active listening. The latter is about paying close attention to the attendees’ questions and concerns. Your team must be able to respond and make recommendations effectively.
Additionally, train your team to engage respectfully with attendees, regardless of their level of interest in or familiarity with your products or services. They must not show dismissive or condescending attitudes, as every interaction can be a valuable opportunity for your brand.
Practice Elevator Pitches
During expos, your team won’t always have a lot of time to pitch your product or service directly to attendees. This is when elevator pitches become handy. They’re concise, persuasive statements that communicate your value proposition quickly. That said, work with your team to craft pitches that are engaging, memorable, and tailored to your audience for the best results
Train Them to Handle Challenging Situations
While you may be hoping for the best-case scenario of converting attendees to clients, you must prepare your team to handle objections too. Equip them with strategies to turn objections into opportunities to educate and engage attendees. For example, train your team to acknowledge the attendees’ concerns and provide them with helpful information. Also, teach them to find common ground or alternative solutions. This kind of attitude not only helps manage difficult situations but also demonstrates your team’s expertise and professionalism.
Training your team for an upcoming expo is a critical step in maximizing your success at the event. You can refer to these recommendations when preparing your team. They can help every member engage effectively with attendees and achieve your expo objectives. Also, remember that ongoing training and preparation are vital to staying competitive in any industry. That said, tailor your training to suit your brand’s and the expo’s objectives.