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Okay, maybe 'never' is a bit extreme. But your everyday sales person can often be a real liability at a trade show.
Why?
Simply because your sales team has been trained to develop a close relationship with customers and potential customers. This means having in depth conversations that frequently last for 30, 45, 60 minutes or more. Which is the last thing you want at a trade show.
The essence of trade show "selling" is to sell the next contact and no more. You need a short, sharp interaction that leaves the visitor happy, impressed and eager to talk to you again.
Short and sharp because you want to generate as many happy, impressed etc. people as you possibly can. Spending ten minutes talking to one visitor means potentially dozens of equally interesting visitors will walk on by and be lost, possibly forever.
You want to interact with every passer by. Impossible of course - but that should be your intention.
So think very carefully before you assign a salesperson to work the show. Unless they have had trade show specific training.
Why?
Simply because your sales team has been trained to develop a close relationship with customers and potential customers. This means having in depth conversations that frequently last for 30, 45, 60 minutes or more. Which is the last thing you want at a trade show.
The essence of trade show "selling" is to sell the next contact and no more. You need a short, sharp interaction that leaves the visitor happy, impressed and eager to talk to you again.
Short and sharp because you want to generate as many happy, impressed etc. people as you possibly can. Spending ten minutes talking to one visitor means potentially dozens of equally interesting visitors will walk on by and be lost, possibly forever.
You want to interact with every passer by. Impossible of course - but that should be your intention.
So think very carefully before you assign a salesperson to work the show. Unless they have had trade show specific training.
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