Businesses planning to set up shop at a trade show should do all they can to make the best impression among the prospects attending the event. This starts with making sure the most qualified employees are the ones who are on the floor reaching out and conversing with customers.
Writing for Healthcare IT News, contributor Cindy Thomas Wright asserted that trade show representatives should have a range of skills to help their companies get their brands remembered.
"Be sure your representatives are outgoing, have their messaging perfected, know how to 'triage' exhibit visitors and how to get them to the right person, and most importantly, be sure they know how to make everyone feel welcome and engaged," Wright explained.
Although firms undoubtedly want to show off their products and services at a trade show, such events should not be all about the company, according to Wright. Instead, representatives need to show prospects how their offerings can address any potential gaps they are having. This will make it a win-win situation for both parties in the long run.
Technology is playing an increasing role throughout the corporate landscape and as more businesses rely on solutions for mission-critical operations, so too should representatives at trade shows. Wright indicated that workers should give off a "clean, polished, high-tech, new and smart" look.
Any organization looking for an opportunity to grow their brand and meet like-minded industry professionals and new prospects may not have a better option than a trade show. In some cases, prospects are only in town for such events, making it necessary that businesses pull out all of the stops to make sure their one chance to impress is successful. Having the most engaging and qualified representatives on site is the right step toward achieving such goals.