TST TOP 20 FAQs

Whether you're just starting out or an experienced Trade Show marketer, there's a situation here for you.

1. We've 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. Trade Show marketing is unique. Your competition knows how to check every show, every staff, every follow-up for value. You need to, too.
   
   
2. Why does everybody 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 just a trip for the sales staff. Statistics show that 80% of leads are not followed-up after a show. The more people who have responsibility for the success of the show, the greater are your odds for making sales and keeping customers.
   
   
3. Our boss doesn't want to spend a lot of money on the show. Isn't training for shows just fluff?
   
   Trade Show Marketing is unique. If you're not willing to spend the bucks to do it right, consider spending the money on another marketing venture. Trade Show Training will save you time, money and hassle - big time - and that's not fluff.
   
   
4. We really go to shows just to see old clients and keep up those relationships. What's training going to do for us?
   
   While it's nice to be part of the old gang and keep up with personal and industry gossip, trade shows may be an expensive way to do it. Training will help you find new "old clients," look for relationships with new suppliers and, at a minimum, make you less insulated in your approach.
   
   
5. Our Training Department gives us sessions on diversity and other stuff. Why do we need something so specific?
   
   Actually, with an attitude like that, you need more sessions with the training department. And, you may not be the right person to staff a booth. Training can help determine if your personality is suited to representing your firm in the public eye at a show. TSTi has identified the five reasons you're uncomfortable at a trade show. Training can help you prepare for shows and at least, get you to grit your teeth and produce for those days.
   
   
6. Our Sales/Customer service training center gives us sessions on how to sell and follow-up. What's so different about trade shows?
   
   Trade shows are a completely different environment. The time is compressed, the expectations are high (sometimes too high,) you're constantly on stage meeting strangers and when you get back, you have to follow-up leads as well as do your regular work. The more you know about this unique marketing opportunity, the more comfortable and successful you will be.
   
   
7. We're just going to a show to walk the aisles. Why do we need training?
   
   Are you a good spy? What are you looking for? Do you know trade shows are the best source of market intelligence about your industry, new products, new processes, new suppliers, new partners, new reps, new employees and new competitors? Training can help you be more aware of your surroundings, focus on your targets and be open to new opportunities.
   
   
8. Personally, I think trade shows are a boring, insufferable waste of my time when I could be doing some real selling. I'll bet training can't change my attitude!
   
   You're right! So, stay home. Actually, you're probably an exceptional sales professional who hates the lack of control you feel at a show. TSTi has identified the five reasons you're uncomfortable, can help you prepare for shows and at least get you to grit your teeth and produce for three days.
   
   
9. We've got a very small company and shows are expensive. Can training help us stretch our dollars?
   
   Of course! Preparation and moxie will save you perspiration and money.
   
   
10. We usually just send one person and he always complains about how tired he is. What can training do for us?
    
    Trade shows are hard work, but he's your responsibility. Get him in shape. Send a younger person. Get him some relief via a temp service - or ask a local client, rep, retiree or supplier to help staff the booth. If he's tired and shows it, he's pulling down the image of your entire company. Change it!
    
    
11. As exhibitors, we have the latest in technology in the booth with us. We use swipers to collect badge information, have laptops and cell phones and use the Internet to let attendees see our catalogue online. So, why do we need training?
    
    Because people want to look you in the eye. They want to shake your hand. They want to be able to trust you if they're giving you their business. Technology makes the paperwork process easier but it never replaces the personal aspect of the business. Remember, too, that while people are more familiar with technology in general, they may not be comfortable with your technology. It's your job - physically - to make them want to stay and talk to you.
    
    
12. Our display is looking worn since we do lots of road shows a year. But the boss doesn't want to spend money. Can training substitute for a new display?
    
    Sorry, no. A sad-looking display is a reflection on how important you think your company is. Training can make you more effective, but it can't overcome a bad display.
    
    
13. Our new marketing manager just spent $65,000 for a new exhibit. She loves it, but it doesn't seem to draw people in. Are there lessons here for us?
    
    Lots.
    
    1) Do the marketing plan before designing the booth. Remember: form follows function.
    2) Never design anything in a vacuum. Let the folks who are going to work the booth have input.
    3) It's tough to be a missionary. Way-out designs may scare away prospects because you don't look like "their" type of company.
    4) Don't use an exhibit with a poor floor plan that makes it a maze or barrier to people.
    5) Maybe it's not the new design but the same old sales staff. Spiff up your whole presentation with training before each show.
    
    
14. We've been doing the same shows for years, but we're not getting the leads we used to. Can training tell us what's wrong?
    
    Training can help you learn to evaluate shows and your marketing approach. A marketing consultant who specializes in trade shows will be able to pinpoint and correct problems.
    
    
15. Our Sales Manager is techno-gung-ho, wants to drop trade shows and just do everything online. Can training tell us if this is right?
    
    No. Training can help you be more effective at a show. A marketing strategist can help you evaluate your position in your markets and research the potential of an online marketing plan.
    
    
16. Our marketing manager is a micro-manager and it drives us nuts at a show. Can training get him off our back?
    
    Maybe. If he's receptive to delegating responsibilities. But make sure you understand who he reports to and what's expected from the show. And decide if you're willing to do the job right. There are lots of details involved in a successful trade show, with as many opportunities for things to go wrong as right. Can you think on your feet, handle the emergencies and remain polished? Then scoot up your career ladder and ask to help.
    
    
17. We're are small company, but we sell nationally. At shows, we have reps from all over the country in the booth at various times. How can I protect my prospects from these other reps?
    
    Are you working for a company that will cheat you? Are your fellow reps slimeballs who'll do anything to steal an account? If the answer is "yes," quit your job and save your reputation. If the answer is "no," get it all worked out and down in writing before the show. Hold up your end of the deal.
    
    
18. We went to a new show and got bamboozled by all the guys with their hands out - just to set up and take down the booth. The boss is hopping mad we had to spend so much money. Can training give us guidelines about how much to spend for what?
    
    Probably. The first thing you need to do is understand that your Exhibitor Package - the set of instructions and information that comes from the show sponsor - is the most important document you have for the show. Read it as soon as you get it and find out how much money you have to spend at the show. Budget for it. Pay for it then.
    
    Got questions? Call show management immediately. Ask them to fax you answers, so you'll have a written record. Put a copy in your permanent record at the office. Take all the information to the show. Have problems at the show? Let show management resolve them for you on the floor.
    
    
19. We're a small company with a hot new product. We want to introduce it at a national show but we can only afford a 10x10 booth. How can we make an impact in such a small space?
    
    With a lot of creativity and planning. You'll be a speck on the floor if you don't make people want to find you, absolutely have to find you. And the larger the show, the more you'll have to work.
    
    1) Develop a targeted prospect list - who are your ideal clients and where do you find them?
    2) Use an aggressive pre-promotion campaign.
    3) Have the sharpest staff on the floor - they all look good, smell good, network good and sell good.
    4) Have a display that is simple, easy to access and makes attendees comfortable.
    5) Follow up every lead whether qualified at the time of the show or not. It takes time for a new product to work its way through the sales system, but a great trade show appearance gives you a head start.
    
    
20. We sell a service. It's important in our industry, but since we don't have a product to show, we don't know how to tell people about it at a trade show. Suggestions?
    
    You need to think of your service as a product. A service breaks down to time, money and people. Do you do it faster, cheaper or smarter? How do you explain the value of your service to prospects? Visualize how the prospect internalizes your presentation and makes a decision. Now put that on paper. Then visualize that process as 10' wide and 8' high or larger.