The 3 How-to's form making a compelling brand case at events

The 3 How-to’s for making a compelling brand case at events

The qualities that make a field sales rep successful or a SME brilliant don’t always translate into the ability to connect with prospects walking the aisles of a trade show or event. That’s why successful event marketers know that they need to staff their exhibit and events with people trained to engage passersby and draw them in. A recent Exhibit Surveys Inc. report illustrates that at most shows, two out of three people you see represent new prospects and potential customers. So make sure that your staffing team understands how to draw these people into your booth so that your sales team can connect with them – don’t wait and hope that they walk in by themselves, train your staff on how to:

How to #1: Smile
How Smiling Affects Those Around You
Psychology Today said: “Did you know that your smile is actually contagious? … Looking at the bigger picture, each time you smile at a person, their brain coaxes them to return the favor. You are creating a symbiotic relationship that allows both of you to release feel-good chemicals in your brain, activate reward centers, make you both more attractive.”

How this translates to your staff at your event
Smile at those walking by (this seems like a no-brainer but pay attention to this at the next event you attend and you’ll see that this simple step is often overlooked).  The old adage “he/she could sell swampland” is simply not good enough for ensuring that your event staff connects to potential sales. While some are naturally attracting in their demeanor, this quality needs to be learned, practiced and mastered by all in order to justify your monetary investment of their presence at your events. Some organizations have their event staff physically practice on them so that they can assess their skills and offer further suggestions and training.  Our agency never leaves this to chance.

1. FocusHow to #2: Focus
Focus on the people walking past your exhibit, not each other. Frequently, booth staffers who aren’t talking with a customer or prospect will get caught up in talking with their coworkers. Make sure they know that helping to draw people into the exhibit is also one of their responsibilities. This requires they look ahead of situations with people coming their way that are 2 or 3 people back in the approaching crowds. Voices only carry so far, but eyes can capture attention from a much further distance.

How to #3: Engage
Engage with attendees from the heavily trafficked sidelines of your exhibit by asking open-ended questions. Instead of asking: “How are you doing today?” Why not ask a viewpoint questions such as: “What’s the big challenge that brings you to XYZ show today?” Or: What types of things were you expecting to accomplish at this event?”  People smell the ‘swamp land seller’ a mile away, but engagers are more interested in the relationship. That translates to more customers, and your people really knowing their business objectives and expectations. These are a few of the key skills we regularly train our Brand Ambassadors in, and why they get to know your brand and event before they ever set foot on the event premises.

Psychology Today

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