|
The respondents cover a wide range of exhibiting experience and participate in as few as one and as many as 300 exhibitions per year, with the majority (57%) falling into the 10-50 range. Approximately 40% train prior to every exhibition and 43% train only before major exhibitions. A few respondents pointed out that they often combine their training with a sales meeting. Eightysix percent of all training is accomplished in less than two hours, of which 43% takes less than one hour.
There was a fairly equal rating when it came to the main reasons for companies to conduct their exhibitor staff training:
With regard to the material covered in the training programs, exhibition logistics - which includes booth schedules, transportation arrangements, hospitality events, booth layout, lead management devices, etc. - was ranked by most companies as an
essential area to include (16%).
|
The distribution ranked as follows:
Exhibition Logistics ................... 16%
Exhibiting goals & objectives ..... 13%
Booth etiquette .......................... 15%
Meet and greet techniques ........ 11%
Lead management techniques . 10%
Product training ......................... 10%
Qualifying techniques .................. 9%
Closing techniques ..................... 5%
Follow-up techniques .................. 5%
|
Fifty percent of the companies indicated that training is done just prior to the exhibition and roughly one quarter (22%) stated that it was conducted one week prior. Some companies noted that they asked their team for goals and strategies six weeks in advance of an exhibition, and the remainder conducted programs anywhere from two to nine weeks prior. Respondents stated that their preference for conducting training was either at their regular office location (33%) or at a hotel or the exhibition site (32%) and to a lesser extent in the booth on the exhibition floor (22%). Eighty-one percent of companies indicated their training was mandatory, and the three main groups that attended were new sales representatives (19%), veteran sales representatives (19%) and marketing personnel (19%). Technical experts (12%) and top management (12%) were the other two groups who were strongly represented.
Seventy-eight percent of all the training was conducted by the company’s own staff, and only 18% of the companies used outside experts. Interestingly, 75% of those using an outside expert indicated the reason being that their exhibit team responded more positively to someone from the outside, and 17% responded that no one in the company knew enough to do the training. Survey responses indicated that when the company’s own staff did the training they relied on videos to a greater or lesser extent for material content.
In those companies that did their own training the responsibility fell mainly on the exhibit manager (40%) who is obviously relied upon as the in-house expert. Sales and marketing vice-presidents were next (17.5%) while other companies depended on regional sales managers (10%) and marketing/communication managers (10%).
When asked about the impact training makes on the overall exhibition outcome, companies responded that it is most effective in reminding the team of necessary exhibiting skills (27%), forming a cohesive team (26%) and enhancing team spirit (21%). Only 17% showed that training increased the number of leads gathered. However, for those exhibitors whose training programs focused on the number of leads gathered, 43% indicated that they realized a 10-20% percent increase with 52% responding with an increase in excess of 10%.
Ninety-three percent of companies indicated that they conducted a debriefing session. Approximately two-thirds stated that they held this session immediately after the exhibition (64%). Fortyone percent held this session one week after the exhibition, 30% held it two to four weeks after the exhibition, 26% debriefed the team after each day of the exhibition, and 22% held their meeting at the end of the exhibition at the exhibition site.
The most significant results of this survey are found in the material that is covered when training does take place. (See table and graph above) The table and graph clearly demonstrate that when training occurs there is some balance in the material presented.
This is shown in the column labeled 1-24% of the material in the program. The last column shows that a high percentage of companies do not cover what are considered major elements that make for successful exhibiting. An amazingly high number of companies do not focus on vital exhibiting techniques such as meet and greet, qualifying, closing and lead management techniques. A significantly low number of respondents stated that they spent time in their training program on their exhibiting goals and objectives (26%). It is interesting to note that those companies who trained their staff in exhibiting goals, qualifying and closing techniques were also those who responded that they had increased number of quality leads gathered.
SUMMARY
Exhibiting is a powerful extension of a company’s marketing strategy, and its people are the backbone of the company. Exhibit staff training is essential for a unified and professional image. Exhibit staff are company ambassadors on the exhibition floor; they represent the entire organization. These people have the awesome responsibility of making or breaking future relationships with attendees, prospects and customers. Their attitude, body language, appearance and knowledge help to create positive or negative perceptions in the minds of visitors. It is essential that they are well trained and can do what is expected of them. Training demonstrates that a company recognizes its team’s importance and looks to develop their skills to improve performance.
Finally, the survey showed, without doubt, that companies who trained their staff in exhibiting essentials (namely, meet and greet, qualifying, demonstration and closing techniques) and spent time going over exhibiting goals and objectives, were also those who realized an increased number of quality leads gathered.
by Susan FriedmannThe Tradeshow Coach,Written by Susan Friedmann, CSP (Certified Speaking Professional), The Tradeshow Coach, Lake Placid, NY, speaker, author and consultant who works with exhibitors, show organizers and meeting planners to create more valuable results from their events nationally and internationally. Website: www.thetradeshowcoach.com. Author "Meeting & Event Planning for Dummies" and many other titles.)
Send me a message or visit my ShowSmart.com Exhibitor Page for more details.
|
