I have been a professional trade show presenter/magician for the past 16 years and I have started giving workshops for the booth staff. Companies can easily spend a half million dollars to be at a conference, but they don’t spend even one minute prepping the sales team on how to stop and engage attendees. I work closely with the team by doing roll playing and taking them through the whole the process, from the very first interaction in the aisle all the way to making them a loyal customer.
Here is an outline of the seminar which can last from 30 minutes to 3 hours (depending on how in-depth the marketing teams wants to go):
- Remove bad behaviors: No eating, drinking, cell phones, sitting, booth huddles, etc.
- Add good behaviors: Stand, face the aisles, smile, make eye contact, initiate conversation, etc.
- If you are not getting rejected a hundred times an hour, you are not initiating enough conversations.
- Have a strong opener: What do you do at your company? What is the most interesting thing you have seen at this show? What is your (companies) biggest pain point?
- Make the current attendee you are talking with the most popular person at the show.
- Be able to do the overview (elevator pitch) in 10 seconds, 30 seconds, and 90 seconds.
- Understand and communicate concisely the giveaways and raffles.
- Be able to scan badges and do it quickly.
- Qualify leads quickly, make introductions, and end conversations quickly.
- Have three case studies (success stories) rehearsed and ready to go.
- When doing a demo, scale. When you see someone else starting a demo, help them scale.
- You are on stage. High five each other, fist bump each other, enthusiastically cheer for your fellow booth staff, and let the attendees see that you really like each other and are having fun.
- Treat the attendees exactly how you would want to be treated if you were in someone else’s booth.
- Make a follow-up plan and take notes.
With a little practice, anyone can learn hot to attract crowds, communicate messaging, and capture leads. It does not come naturally to most people, so it is best to hire a trade show consultant, like Robert Strong, to lead a workshop to prep everyone with best booth behaviors.
Feel free to visit my Robert Strong The Trade Show Magician website to learn more.