TRAINING | COACHING | BERATUNG
Kreuzer Training

Trade Fair Consulting

Successful companies understand that trade fairs are an important instrument for marketing and sales. They know that extensive preparatory work, a qualified trade fair team, and a thorough trade fair follow-up will make the fair successful.

Successful at Trade Fairs?

Inhouse-Trade Fair Training/Coaching: Successful at Trade Fairs

The Structured Fair Talk


How to Maintain Structure and Visitor Focus in Professional Trade Fair Dialogues
The Trade Fair Team that Makes the Difference

The arrival of the Internet has changed the primary purpose of the trade fair. Instead of being a mere venue for the presentation of new products or services, the trade fair has become a communications platform to enhance the corporate image. This new purpose requires each member of the trade fair team to be fully aware of their respective roles: in approaching the visitor on the booth, in leaving a positive impression with potential customers, in securing new contracts, and in making the most effective use of their time.

Due to their open and changing nature trade fairs are exceptional venues that make customer focus highly challenging. It is often difficult to keep up the professional atmosphere on the booth at times of low visitor frequency. Alternatively, when visitors crowd the booth, the difficulty lies in handling the visitor flow smoothly, making sure that each customer is served professionally. The bristling atmosphere, the ambient noise level, visitors and colleagues brushing by or zooming in from all directions: these factors and many more make customer focus a real challenge.

To provide each visitor with a positive experience under trade fair conditions, the team on duty will need to communicate effectively. In the end, the fair team determines the overall impression each visitor takes home from the booth – from the time visitors first notice the booth in the fair hall to the time they leave the booth. If the overall impression is positive, the potential for future business has been increased.

Trade fair teams that have received our hands-on training course understand how to use their time and energy at the fair efficiently and effectively. The highly motivated team approaches visitors in a competent manner and initiates the round of introduction professionally. It routinely analyses visitor demand and potential by asking the right questions. The team understands how to make best use of their time and also how to end a conversation politely. They make sure that prospective customers are provided with a good impression of the beneficial nature of the product or service, and that they have a clear vision of the next steps to come.

Our in-house fair training provides the fair team with a well-structured framework for successful interaction with fair visitors to the booth. They are a valuable resource for trade fair etiquette and offer guidelines on competent appearance and behaviour. Participants will be shown strategies for dealing with and defusing difficult situations. Examples from our trade fair analysis will be used to illustrate the consequence of certain behaviours in order to increase the overall motivation and alertness of the fair team. 


 Contents: In-House Fair Training and Coaching: “Successful at Trade Fairs”

  • Trade fair performance and corporate identity. (Your fair team on stage.)
  • The right distance to the visitor. – How to exchange information in a relaxed atmosphere.
  • Competence and assertiveness.
  • Relationship management – How to establish trust quickly.
  • Trade fair etiquette. – The dos and don’ts of trade fair behaviour.

 

The Structured Trade Fair Talk.

  1. How to make non-verbal approach.
  2. How to make verbal approach (by following a format that is both encouraging to the trade fair team and pleasant to the visitor).
  3. How to conduct a quick and efficient analysis of customer needs and potential, for the purpose of generating effective trade fair leads. (The needs analysis conducted at trade fairs have different requirements from those of a classic sales talk.)
  4. How to give concise and customer focused presentations.
  5. How to use customers' objections and how to deepen the conficdence.
  6. How and when to follow-up on leads and activities for maximum effect.
  7. How to compose usable leads for a successful post-processing.  

Practical Training

Company-specific role play exercises: The trade fair team enacts a range of typical and often tricky trade fair situations to build up confidence in dealing with visitors at the fair, both as individuals and as a team.


In-House Fair Training and Coaching: “Successful at Trade Fairs” is suitable for the following audiences:

  • Exhibitors at international trade fairs aiming to effectively communicate their corporate and subject-related competence to the public.
  • Exhibitors wanting to support their trade fair team in gaining greater confidence and ease in approaching visitors at the fair.
  • Exhibitors intent on making the most of their time at the fair, rather than wasting their time chatting with colleagues and visitors of low potential.
  • Exhibitors wanting to make sure they have an open ear for the needs and requirements of their visitors in order to offer customer focused solutions, instead of showering visitors with random information.
  • Exhibitors hoping to stay in contact with their visitors at the fair with a clear focus on after-fair activities. 
  • Exhibitors determined to use the trade fair as an instrument for winning new customers by following up the leads taken at the fair.
  • Exhibitors wishing to see their trade fair team performing in a motivated and engaged manner with ease and professionalism.
  • Exhibitors aiming to make a visit to their trade fair booth a positive and lasting experience for visitors at the trade fair.

 

If at least two of the above statements are in line with your company goals, get in touch with us today. We look forward to finding out more about your specific requirements. Based on your company needs and our long-time expertise in the field, we will set up the perfect training course to make you “successful at trade fairs”.



KreuzerTraining offers specialized In-House Training and Coaching courses for the following Trade Fairs amongst others:

 

In-House Trade Fair Trainings for analytica in München
In-House Trade Fair Trainings for AUTOMATICA in München
In-House Trade Fair Trainings for Automechanika in Frankfurt
In-House Trade Fair Trainings for bauma in München
In-House Trade Fair Trainings for Brau Beviale in Nürnberg
In-House Trade Fair Trainings for CeBIT in Hannover
In-House Trade Fair Trainings for electronica in München
In-House Trade Fair Trainings for EMO in Hannover
In-House Trade Fair Trainings for EXPO REAL in München
In-House Trade Fair Trainings for FachPack in Nürnberg
In-House Trade Fair Trainings for FAKUMA in Friedrichshafen
In-House Trade Fair Trainings for FASTENER FAIR in Hannover
In-House Trade Fair Trainings for Frankfurter Buchmesse in Frankfurt
In-House Trade Fair Trainings for GIFA/METEC/THERMPROCESS/NEWCAST in Düsseldorf
In-House Trade Fair Trainings for glasstec in Düsseldorf
In-House Trade Fair Trainings for HANNOVER MESSE in Hannover
In-House Trade Fair Trainings for IAA Nutzfahrzeuge in Hannover
In-House Trade Fair Trainings for iba in München
In-House Trade Fair Trainings for IFAT ENTSORGA in München
In-House Trade Fair Trainings for IFFA in Frankfurt
In-House Trade Fair Trainings for Inhorgenta in München
In-House Trade Fair Trainings for Interpack in Düsseldorf
In-House Trade Fair Trainings for Intersolar in München
In-House Trade Fair Trainings for ISH in Frankfurt
In-House Trade Fair Trainings for K in Düsseldorf
In-House Trade Fair Trainings for light+building in Frankfurt
In-House Trade Fair Trainings for LIGNA in Hannover
In-House Trade Fair Trainings for MEDICA in Düsseldorf
In-House Trade Fair Trainings for METAV in Düsseldorf
In-House Trade Fair Trainings for Motek in Stuttgart
In-House Trade Fair Trainings for POWTECH in Nürnberg
In-House Trade Fair Trainings for security essen in Essen
In-House Trade Fair Trainings for SMT HYBRIT PACKAGING in Nürnberg
In-House Trade Fair Trainings for SPS/IPC/DRIVES in Nürnberg
In-House Trade Fair Trainings for Systems in München
In-House Trade Fair Trainings for transport logistic in München
In-House Trade Fair Trainings for VISION in Stuttgart