Well-trained Employees mean Success at Trade Fairs

What your trade fair personnel ought to know

Ultimately, however, it is the people who make all the difference between the success of or disappointment about the company's presentation at the fair.

The preparation of the employees includes, on the one hand, a specialised training which comprises the company's product launches, the competitive environment, the company-internal goals to be achieved at the fair and the structure of visitors to the fair. On the other hand, the fair personnel must be well-prepared when it comes to certain skills: positive contacting, sales approaches, an affirmative way to handle objections, team spirit, documentation and the postprocessing of fair contacts are significant factors of success.

At the important stage of establishing contacts employees often make the mistake of positioning themselves in a group at the stand, giving visitors the impression that they are self-absorbed. Fair personnel should welcome visitors in pre-decided positions in a conversational, open and active manner. It is important that the employees have learned to strike up a conversation purposefully and effectively.

In many cases, a wanting postprocessing negates the success at the fair. Well-prepared documentation with the help of standardised forms proves to be helpful when it comes to postprocessing. Make sure that qualified contacts established at the fair are followed up directly after the fair (within two days at most) and that engagements are not broken. As far as possible, standardised letters, e-mails and materials should be prepared in the run-up to the fair.

What your trade fair personnel ought to know:

  • Good techniques of establishing contact – prepare your employees with scripts and role playing.
  • Open posture and body language (e.g. hands not in trouser pockets, no positioning in groups at the stand).
  • Presentation techniques – employees must be able to present arguments and concepts briefly, comprehensibly and credibly.
  • Dealing with objections – collect standard objections and answers and practice them in role play.
  • Documentation – why is it so important and how can it be organised most effectively?
  • A speedy follow-up is important – give clear instructions and make preparations as far in advance as possible.
  • Specialised knowledge – about products, market, competitors, customers' needs.
  • General fair rules – dress code, team spirit, no talking on mobile phones.


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