The Online Lodge

Got an attitude about trade show? Love ‘em, hate ‘em or
tolerate ‘em, the way you think about trade shows - shows.
In your demeanor, vocabulary, conversational tone - your
general attitude. These are five important Q&A about attitude
and training from clients like you.

1. Our Sales and 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 to the hotel room or the office, 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.

2. 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.

3. 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, smile and produce for three
days.

4. 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!

5. 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.

Julia O’Connor - Speaker, Author, Consultant - writes
about practical aspects of trade shows. As president of
Trade Show Training, inc,, now celebrating its 10th
year, she works with companies in a variety of
industries to improve their bottom line and marketing
opportunities at trade shows.

Julia is an expert in the psychology of the trade show
environment and uses this expertise in sales training
and management seminars. Contact her at
804-355-7800 or check the site
http://www.TradeShowTraining.com