You’ve got your exhibition set-up ready to go and you’ve employed your staff to champion your company, but where do you go from here? Below is a guide to success on how you can get your event staff prepared to a quality and professional standard, ready for exhibition day!
The face of your company is what drives people’s interest to your business, on the day of your exhibition. When finding out about what your company has to offer, potential prospects want a friendly face to interact with and face to face marketing is the most powerful and friendly way to communicate with your audience and generate sales.
Your event-staff team are the most valuable aspect of your exhibition and their prime job is to educate your audience about your business and convince them that your services and offerings are above and beyond everyone else’s. No staff means no success! To achieve maximum sales and interaction, read on to see the different ways and methods that you can get your team prepared…
Your crew member’s face is the first thing your audience will see, and a friendly face is key to driving your customers to engage with your event and to invest their time into learning about your company background and ideals. A polite and friendly welcome adds a personal touch and flatters prospects, making their initial experience with your brand welcoming and personalised. A good first impression already begins to build a positive relationship with a customer and gain customer loyalty, making them want to invest their time into your company instead of feeling like they have to.
Small gestures alone like saying “please” and “thank you” go a long way with your audience, making them feel respected. A good combination of polite qualities doesn’t go unnoticed by the client and makes them feel prioritised by your company.
Patience is Key!
Try not to ramble on too much about the company and instead, really take the time to find out about the client and engage with them personally. A method to overcome this could be to prepare a list of questions for your staff, to help them engage with potential prospects. This will help them identify sale needs. This will allow you to personalise your sales approach and work out the best ways to present them with what you can offer them. Your staff may be there to sell your business aspects but the last thing your audience wants is yet another salesperson pestering them about things they’re not interested in. Your event staff are there to make them interested!
Instead of focusing on quick sales and diving straight into what you want from the audience, slowly get to know them and ease them into taking an interest, leaving them wanting to find out more. Let your audience lead the way and move at their pace. A top tip is not force-feeding your clients with information but gradually telling them what they want to hear and when they want to hear it. A patient approach is a successful approach!
How can you depend on your exhibition increasing sales if your staff aren’t clued up on your company? Your customers are bound to ask various questions, so they are aware of what they’re about to invest in, so getting the answer they’re looking for is a necessity!
A preparation technique for all your exhibition staff is to make sure they’re thoroughly educated on what you do, how you do it and why you’re better than everyone else. Writing a brief script covering the key areas of your business sets your staff up for all the questions that they’ll be asked and allow them to give the satisfactory answers that the audience are looking for. A professional and educated response will be encouraging for your customers and will convince them that your services are the ones they’re looking for.
However, we advise that your employees revise the script and don’t fully rely on this when communicating with prospects as the conversation should be natural and convincing.
We’re aware that interacting with strangers can be daunting, especially when you’re trying to find out new information. In order to make your audience feel comfortable, your staff will need to have a confident attitude so that the customer doesn’t feel like they’re making all the effort. Standing back and waiting for people to approach you is going to affect the amount of sales you make, so staff members will need to engage with exhibition members but in a way that is friendly and polite.
Whilst approaching your prospects is a must, this will need to be carried out in a casual and less overwhelming manner, showing dedication to your customer interaction. A proven method to a successful sales process is enthusiasm towards the client. Avoid making the conversation dull and repetitive and instead make it enthusiastic yet professional at the same time. It is important to personalise your tone when proposing sales to your audience, as some will take to more of a professional tone and others perhaps a more friendly one.
With these top tips, your exhibition team will send sales through the roof for your business, with their friendly face and top notch enthusiasm about why your company is worth investing in!