| Tradeshow exhibitors have something in common | | | | to your team what they shouldn't be doing. For a |
| with the rest of humanity: We'll do what is easy, | | | | little fun, give the first person to call "Bingo" a |
| but avoid what those things we find to be or | | | | prize. |
| perceive as difficult. It doesn't really matter what | | | | 4. Sew Their Pockets Shut |
| sphere we're talking about: human nature dictates | | | | Ok, you don't really want to sew their pants |
| that more often than not, we seek out the | | | | pocket shut -- but consider distributing double |
| smoother path, the gentler grade, the easier climb. | | | | sided sticky tape that your staffers can use to |
| So in order to appeal to human nature and | | | | close their pockets. This will encourage them to |
| improve your tradeshow performance, I offer | | | | keep their hands out of their pockets, a behavior |
| you this: Eight Effortless Exercises you can do | | | | that tradeshow attendees consistently identify as |
| with your team. Nothing here is particularly | | | | unattractive and off-putting. |
| difficult, yet all are devastatingly effective. If your | | | | Remember to play fair. Give your booth staffers |
| team can implement what they learn during these | | | | something productive to do with their hands to |
| exercises on the tradeshow floor, I can guarantee | | | | overcome the natural tendency to fidget. Often, |
| that you'll be very pleased with the result. | | | | having something official to do with their hands |
| 1. Go Over the Goals | | | | relieves a lot of anxiety. |
| Booth staffers function best when they have full | | | | 5. The Name Game |
| knowledge of what as an organization, you're | | | | Relationship building is easier and more effective |
| trying, to achieve at the show. A show where | | | | when you use the other person's name. Study |
| you're launching a new product and want to raise | | | | after study has shown that people universally |
| brand awareness is, in some ways, a | | | | respond positively to hearing their own name, as |
| fundamentally different exercise than a show | | | | long as it doesn't seem affected and forced. |
| where you're simply attempting to reinforce | | | | Do role playing exercises focused on learning the |
| existing relationships and move as much product | | | | other person's name and working it naturally into |
| as possible. Meet with your team and spell out | | | | conversation. To make it more realistic, have both |
| exactly what you hope to accomplish. This is a | | | | parties wear fake 'show badges' with a name |
| good time to let them know what you expect on | | | | that's not their own. |
| an individual as well as an organizational level. | | | | 6. Do the Demo |
| 2. Play Trivial Pursuit | | | | Before the show, have your team members |
| How well does your team know your products | | | | actually practice the demo you expect them to |
| and services? How about your company's | | | | perform during the show. This gives them time to |
| structure, organization, and public image? You | | | | familiarize themselves with the equipment -- |
| might be surprised. Test your team with a | | | | critical, as many salespeople generally aren't 'hands |
| friendly game modeled after Trivial Pursuit(TM) or | | | | on' with the merchandise -- and become |
| Jeopardy(TM). Instead of random trivia questions, | | | | comfortable demonstrating it. |
| use questions centered on your products and | | | | 7. Teach the Technology |
| services. Make sure these questions range from | | | | If you're using card scanners or other lead |
| the everyday -- detailing features and benefits -- | | | | gathering technology, schedule a time to actually |
| to the relatively off-topic -- are your products | | | | teach your team how to use it. You want your |
| manufactured in the country? If not, where, and | | | | team to be proficient with the equipment and not |
| under what conditions? This exercise will reinforce | | | | spend valuable, limited show time trying to figure |
| product knowledge and help your team be | | | | out how to work the scanner. |
| prepared for whatever questions come their way. | | | | 8. Finesse Follow Up |
| 3. Body Language Bingo | | | | Maximize the return you realize on the show by |
| This is a fun exercise. Snap pictures (or use | | | | following up on every lead. Delegate responsibilities |
| pictures you already have) at a tradeshow and | | | | before the show and introduce an element of |
| industry event. You want images of people | | | | accountability: simply by letting your team know |
| slouching, eating, ignoring attendees, chatting with | | | | what they're expected to do and when they're |
| peers, and otherwise behaving badly at shows. (I | | | | expected to do it, you'll see a marked increase in |
| wouldn't recommend using pictures of your own | | | | return. |
| people, in the interest of company harmony, but | | | | You see? That wasn't so hard! These effortless |
| that's up to you!) | | | | exercises don't require much in the way of |
| Create little bingo cards detailing the bad | | | | equipment or money, just a little time. Considering |
| behaviors, and distribute them to your team. | | | | the impact that enhanced tradeshow |
| Display the images on a screen and have them | | | | performance can have on your bottom line, isn't it |
| identify problem behaviors. Again, this will reinforce | | | | worth it? |