At trade shows, your team members are the embodiment of your company. Although your sales representatives are there to inform attendees about a product or service, the manner in which they do so will speak volumes about your company’s ethos, or guiding principles. Be sure to send your best people to staff your Trade Show Exhibits. Their knowledge of the business and their interactions with potential clients will do more to attract and repel sales than any infographic or promotional item ever could.
According to a 2013 Nielsen study, approximately half of all people surveyed said that they would be willing to spend more money on a product if they believed the company would use the extra money to improve society in some way. This study says a lot about the relationship between ethics and consumerism – people like to believe that they’re spending their money at ethical companies who are making the world a better place. It’s why McDonalds funds the Ronald McDonald house while being accused of not paying employees a living wage, and why Nike started the Nike Foundation after many years of sweat shops allegations. In both of these cases, companies are taking control of their ethos in the public eye. Fortunately, you don’t need to start a charity in order to capitalize on this mindset.
At trade shows, it is important to promote the idea that your company has both the best product and the best people. In order to do so, your representatives should be knowledgeable, personable, and diverse. Everyone is unique, and we all respond to situations and people differently. What some people may consider an enthusiastic and informative discussion with a vendor, others may perceive as a pushy sales pitch. Additionally, some individuals are more receptive to being approached by sales representatives than others. According to a recent study released by the Center for Exhibition Industry Research, more than 50% of men are comfortable talking with vendors they do and do not know, compared to 40% of women.
Sending a diverse range of personalities to represent your company at trade shows appeals your business to a larger audience, which will in turn increase sales. A booth manned by people who look and act the same subconsciously signals to the customer that product or service is only for people of a certain appearance and disposition. Avoid isolating customers and send the message that your business is for everyone. In order to appeal to the largest possible audience, your sales representatives should be as diverse and unique as your market.
Trade shows are great opportunities to increase brand awareness, interact with potential clients, and make direct sales. Make the most out of your trade show experience by diversifying your representatives’ personalities and appealing yourself to the largest possible audience.