Professional training will pay for itself many times over. Why?
- Your booth staff is your most important trade show asset
In the customer's eye, the person representing your company is your
company. Research has shown that people are the most influential factor
in buyers' perceptions of a supplier, followed by the company, and finally
its products and services. Without practical skills training, most
booth workers mean well but don't know how to represent your company to
its best advantage.
- The cost of NOT providing training is high
Exhibit staff training is often one of the first things cut from an event
budget. After all, it's easy to cut and the return is easy to calculate
— and not too many people will complain. Although harder
to quantify, consider the cost of lost sales because:
- Your booth workers were unhelpful or ineffective
- Leads were never captured
- Your company did not make prospects' "short list" of potential suppliers
- Attendees' negative experiences reduced long-term sales opportunities
- Exhibit staff training measurably improves your results
Some of our clients have used "mystery shoppers" to evaluate
their booth staffs' performance. Booth workers we've trained scored an
average of 25% to 35% better than their
associates who did not take our training. Multiply this
improvement by the number of prospects and customers who visit your
booth, and you can quantify the impact of professional training on
your results.
Need help "selling it internally"?
Take a look at some of the articles
and worksheets we've written, which justify — and help
you justify to your management and internal customers —
an investment in exhibit staff training.
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| What Attendees Want |
| Find out what attendees have to say about the
impact booth workers have on their perceptions and buying
behavior. Do your booth workers have the skills to meet or
exceed expectations? |
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