Appearances can be deceiving. What you don’t see are the long, grueling hours of training star athletes put in behind the scenes. Consider the endless laps around the track with no one watching and the skill drills like jump shot after jump shot after jump shot.
The same is true for exhibiting. The truly great exhibitors don’t just show up at the show and automatically know how to turn in a great performance. They’ve trained for the event; making sure that they’ve got a good grasp of the fundamental skills needed. They can focus on the game-day strategy critical to ensure success.
What type of training routine does your exhibiting team have? Most companies, if they answered honestly, would have to say little to no time is devoted to practicing the skills needed to do a good job on the show floor. It’s assumed the skills necessary to be a good salesman or manufacturer’s rep in the field will automatically transfer over to the show environment.
Nothing could be further from the truth. Someone who jogs everyday, even if they run for miles at a time, does not automatically turn into a top-notch marathon runner. You can work out in the weight room twice a week at the gym but that doesn’t mean you’re anywhere near ready to compete in Olympic level power lifting!
There are some essential differences between the everyday routine your sales reps face and the high-pressure intense situation they encounter on the show floor including:
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Extremely limited amounts of time your team has with each attendee.
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Length of the event to the sheer numbers of people one talks to in the course of the day.
Managing the two is like maintaining lightning quick reflexes like a boxer for hours on end like a marathon runner. You need to provide your team with the training and practice opportunities they’ll need to succeed if you want to break the ribbon, bring home the gold medal, or claim the trophy.
This training takes place "behind the scenes" yet yields visible results. Sharpening skills for tradeshows will also improve performance in the everyday sales environment. For maximum results, training efforts should be consistent throughout the year, intensifying as major events draw closer.
Active listening, for example, will help your team focus on the customer, truly understand their needs, and deliver accordingly. This will deepen and reinforce existing relationships, as well as make establishing new relationships easier. Consider having your own “Spring Training Camp” sessions before the exhibiting season begins, to refresh booth skills, learn new information, and familiarize your team with the product lines and demonstrations you’ll be featuring.
Spring Training is mandatory for the baseball crowd, and it should be mandatory for your team, too. Nobody is too experienced, too important, or too busy to do what is, at the core, the most important aspect of everyone’s job: focus on the customer. Additionally, training together can help form valuable team bonds, a critical resource when you’re functioning in a high pressure environment.
Many times, training is viewed as a valuable perk. This is especially true as the pool of employees skews younger. Employees today tend to place a higher premium on knowledge for knowledge’s sake than previous generations did. Savvy enough to realize training comes with expectations of enhanced performance, they also continually cite chances for education and career skills development as one of the factors they consider critical when choosing employers. If retaining your most valuable asset—your employees—is important to you, that’s just one more reason to put training on the schedule.
To review:
· Training is essential to ensure top-notch performance from your team.
· For maximum results, provide training that is relevant, consistent, and of high value.
· Everyone should participate, with a focus on educating your staffers and strengthening team bonds.
When it’s time for your team to take to the field, they too will turn in a top notch performance and make it look like it’s the most natural thing in the world!
Written by Susan A. Friedmann,CSP, The Tradeshow Coach, Lake Placid, NY, internationally recognized expert working with companies to increase their profitability at tradeshows. Author: “Meeting & Event Planning for Dummies,” and “Riches in Niches: How to Make it BIG in a small Market” (May 2007).www.thetradeshowcoach.com
Published in Networking Today, June 2007
