Using Trade Show Displays To Train And Market To Your Own Employees
Is your company losing out on an opportunity to use its trade show stand in a training exercise? Using trade show exhibits can help employees who are working the display, as well as newer employees learning about the company.
What Do You Need To Use Trade Show Exhibits To Teach Your Own Workers?
You don't need much to put on this type of training. You already have your trade show stand, so really all that's needed is a space large enough to set up the display. If your company has a conference room, lunchroom, or other type of big space, set it aside for your training. If not, ask your building's manager if you can borrow the lobby in your building for a day.
Many companies hand out promotional materials like brochures, business cards and even small trinkets like pens and note pads. While it's great to have some of these on hand to get feedback, these items aren't necessary for your dry run. It's fine to include a mockup of brochures instead of the professionally printed version in this case.
Role Playing - Beneficial For Employees Working Trade Show Exhibits
You'll likely be sending your best and brightest employees to work alongside your trade show displays. Doing a dry run with your other employees posing as potential customers is a great way for the ones working the display to anticipate questions and learn what they can expect while at the event. However, if you have employees who have a lot of experience working at shows, have them pose as customers, not workers. These seasoned workers will be able to help newer ones and should be used as a resource.
Although many salespeople are comfortable talking to strangers all day long, that's not always the case. Practicing on people they already know is a great way to lose the self-consciousness that sometimes comes along with talking to strangers.
Teaching New Workers Through Role-Play
While this is an excellent training opportunity for the employees working your trade show stand, it's also the perfect way to introduce new workers to your business. If they're new to your business, but not your industry, they'll be able to quiz your workers with thoughtful questions. If they're completely new to both your business and your industry, they'll be like sponges soaking up information on why your company is the best option for your product or service.
Using role-play before taking your exhibits to an event is the perfect way to prepare. It's easy to do and inexpensive since you have all the materials you need. Consider role-playing before your next event and you'll be surprised at how poised and confident your employees will be.
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ABOUT THE AUTHOR
Chris Harmen is a writer for Skyline Houston, a company that helps customers with trade show displays in Houston. The company can design a custom trade show stand in Houston for customers.