Basics About Training
 
Q. We have been going to shows for years. We always send the same crew.  Why do we need training?
 
Because if you’ve been going to the same shows, sending the same staff and selling the same products to the same people, you’re in a rut. The business world is changing quickly, and you need to adapt.  Trade show marketing is unique for each show because there’s a change of exhibitors, attendees – and most important – your reason for attending. To “just do it” doesn’t work for trade shows.
 
Q. Why does every body involved in the show need training?
 
Because old habits are hard to break.  And bad habits are tougher.  Trade shows are a company-wide marketing event, not a trip for the sales staff. Statistics show that 80% of leads are not followed up after a show.  When you have more people responsible for the success of the show – from executive office to the loading dock, from the telemarketing staff to the out-of town reps – your odds are greater for making sales and keeping customers.
 
More questions and answers next issue. For more tips on the power of 1-to-1 marketing read The Trade Show Reader by Julia O’Connor available at her website: http://www.TradeShowTraining.com