Trade fairs have always represented a good option for customer acquisition
E-mail, mail, banner or internet advertising are not needed and you are in direct personal contact. At trade fair locations, stand supervisors are more likely to meet the audience that they want to address with their product. It is therefore hugely important to deliver an excellent performance with the few opportunities per year and not to leave anything to chance in order to get the most use out of your trade fair appearance.
There is one factor that is essential for an all-round positive trade fair appearance: The stand personnel on site! They must command a variety of skills in order to persuade professional visitors and press of their own product, as well as their own business
Persuasive sales and discussion techniques work wonders - and are learnable!
Anyone who has ever experienced a gifted salesperson in action knows about these skills mentioned here: Arguments that you can only ever agree with, an emotional charge towards the products or services that makes a purchase more likely, lightning fast reactions and personalised behaviour tailored to the customer currently being addressed. Persuasive sales and discussion techniques work wonders - and are learnable!
However, the opportunity for this is used far too rarely. Although KERN AG Training has noticed that businesses in all kinds of industries are indeed meeting the growing requirements of their customers in terms of service, they often neglect to present their services effectively at trade fairs. Communication of technical and managerial staff in business talks can be noticeably improved with relatively little effort in general, but especially at trade fairs: “The key to this is to use the technical expertise of the consultant at the stand and to provide them with the necessary tools to adequately pass this knowledge to customers”, says Michael Kern, CEO of KERN AG Training. "We ourselves are well represented at trade fairs throughout the year and often find that many stand personnel from various areas of industry are unfamiliar with trade fairs, the stands are less professionally prepared and an adequate customer approach is rare. This runs the risk of reducing the importance of the trade fair presence to a mere profit margin, despite there being immense potential right here,” continues Michael Kern
KERN AG Training shows how subject-specific business training can make trade-fair stands look so much more professional: It deals with individual weaknesses, identifies industry-specific solutions and ensures that trade fair appearances achieve the desired effect. Specialist personnel are trained specifically for conversations at trade fairs in three different levels.
Three Steps to Success
In a first step, non-verbal communication skills are improved, their relevance (especially in the first contact with customers) is discussed and a way in which arguments can be structured is developed that is both simple and yet unique for each conversation partner. The aims of the second step are specialist and company-specific terminology and a confident and international appearance In the final step, numerous key elements that make communication successful are discussed and the practical implementation of these elements is linked to each recipient.
Such a high impact training approach can produce low-cost yet profound results and make your future appearances at trade-fairs more successful in the long-term. Of course, there is also the possibility of carrying out these training measures in various foreign languages in order to fully meet the international nature of business events. As a leading provider of communication training services, KERN AG Training is convinced that raising awareness of the importance of trade-fairs and improving communication with local customers will greatly facilitate customer acquisition and positively impact company outreach.