Import Export Business Directory



Post your import export leads Post Free Ads

View latest import export leads View Latest Leads

Check targeted buyer leads Find Buyers


SEARCH LEADS

By Category
View leads by sector

By Country
Specify country

By Type
Select type of leads

Advanced Search
Find specific leads

Receive free import export leads Receive Trade Leads

Create your own import export directory Manage Your Leads

----------------------

Receive free import export leads Get Targeted Leads

Post importer leads Create Prospect List

export business directory Increase Web Traffic


HOW TRADE SHOWS WORK - by Lee Ann Obringer

About the Author:
Lee Ann Obringer is a Staff Writer for HowStuffWorks.com. She holds a Bachelor's degree in journalism/advertising with an outside concentration in marketing from the University of North Carolina at Chapel Hill. Prior to joining the HowStuffWorks team, Lee Ann worked for 13 years in corporate marketing, advertising and communications. In addition to writing for HowStuffWorks, she works as a freelance marketing communications consultant and designer.




 1. Introduction to How Trade Shows Work
 2. Why Do Trade Shows?
 3. Selecting the Right Shows
 4. Vertical vs. Horizontal Markets
 5. Narrowing the List
 6. Designing and Caring for Your Booth
 7. Graphics - Less is More
 8. Making It Happen
 9. Other Things to Keep in Mind
10. Managing the Show Schedule & Materials
11. The Big Book
12. Training Your Booth Staffers
13. Basic Training
14. Organizing Your Staff
15. Lead Tracking
16. Filling the Fulfillment Package
17. Following Up After Follow-Up
18. The Lead Sheet
19. Lots More Information
20. See all Business articles

Training Your Booth Staffers
One of the most important steps to take in order to have a truly successful exhibiting experience is the training of your booth staff. Your staff accounts for 90% of the "positive feelings" that show attendees have about the show and your company, making the people you send to represent your investment extremely important. Trade show attendees usually go to shows to get detailed information about products and services they need, so they expect your booth staff to be very knowledgeable.

It's really not enough to just send your top sales reps and hope for the best. Engaging a trade show attendee takes a different approach than a typical sales call. For instance, you have to engage the attendee very quickly and in a way that pulls them into a conversation. Simply saying "Hi. How are you today?" opens up the opportunity for the show attendee to say "fine" and keep on walking.

The First Cut
As we mentioned previously, you want to send your most "people-oriented" representatives, as well as those who know the most about your company (and if you're lucky, they'll be one and the same). You should also look for enthusiastic, high-energy representatives who have a naturally positive attitude and an air of confidence about them. Because a large part of any type of sales presentation includes an element of consulting, your selected representatives must also be good listeners.

Sending the Message
As we discussed earlier, part of your show planning process is setting the objectives for the show. Do you want to take orders on the spot, build your brand awareness, introduce a new product and gather leads, etc.? Whatever your goal for the show may be, make sure your booth staff understands exactly what the goal is. You should arm them with the message you want to send, along with specific details to back that message up. They should also be armed with information about your competition and the competitive advantage your product/service has. Examples and stories they use to illustrate should be about people (whether fictional or not) rather than abstract ideas. Finally, make sure they can emphasize the benefits of your product or service instead of simply regurgitating the product "features" list from your brochure.





2006 JETC - Import Export Business Directory. All rights reserved. Powered by e-Classifieds.net. Copyright Hagen Software Inc. All rights reserved.