Mark and Sally Have a Problem
Mark from Marketing and Sally from Sales have many customers at the trade show that need their constant attention. Their coworkers also want their frequent input on issues, and they feel the need to walk the expo floor to check out the competition. They also feel a lot of pressure to get face time and network with colleagues in the industry, and they are on the schedule for “booth duty.” On top of that, they just got the news that they are to do presentations on their product or service...15 times a day...on a microphone...in front of an audience!
“Oh great,” thinks Mark and Sally. But they are team-players and they will suck it up. It’s too bad the results from their presentations will be, ahem, mixed. After all, they’ll be thinking about all the other things they should be doing while they are presenting, which is NOT what they want to be doing. Mark and Sally are idea and implementation people, not crowd-pleasing spokespeople.
There is a better way.
You outsource the construction of your booth, the set-up of your lights and electricity, and the delivery of your supplies and materials…so why are you making Mark from Marketing and Sally from Sales get up on stage in front of a live audience and give your presentation? After all, this is the first impression that your potential customers have of your company and of your solutions, so why not hire a Professional Trade Show Presenter? They are trained spokespeople who can provide measurable results to you for several reasons.
To start, the first and foremost responsibility of a Professional Trade Show Presenter is your presentation. They have been hired to represent your company, do your presentation, and get your message across to your customers, potential customers, and influencers. Why take Mark and Sally away from the reason why you invited them to the show in the first place…to sell? An accomplished Presenter will represent your company proudly and positively from the moment they get to the airport in their home base to the moment they get back home.
Here’s How to Take Pressure Off Your Audience
No attendee wants to feel like they are getting a sales pitch...especially as their first impression of a company, and definitely not from the person who is eventually going to take their money. Mark from Marketing and Sally from Sales are the people the attendee is going to be working with in the future, so why not let a “neutral party” deliver your message and make the introduction? A good Professional Trade Show Presenter is able to craft your message to be informative and educational, without being self-serving. They are also able to generate enthusiasm in your booth and excitement for your product or service, without getting in the way of the business that is occurring around them.
Attendees Have Problems Finding You
Attendees are oftentimes “lost” when they are walking in the aisles. The expo floor is a very overwhelming, exhausting, and intimidating place... and attendees want to be invited and welcomed into your booth. Otherwise, they might just walk by and you might lose a potential customer. Mark from Marketing and Sally from Sales generally know how to talk about your product or service, but usually do not feel comfortable building their audience. A successful Professional Trade Show Presenter has the ability to get apprehensive attendees out of the aisle and into your booth by engaging them and connecting with them personally. And they continue to invite even more attendees into the audience throughout the presentation without causing an interruption to your message.
Working the Crowd is Hard Work
Every audience for every presentation is different. Mark from Marketing and Sally from Sales may not know or may not have the time to analyze each and every audience and cater their energy level, volume, audience interaction, and level of seriousness appropriately. A smart Professional Trade Show Presenter will never do the same presentation twice because they know how to “work the crowd.” They are not deterred if there is a heckler in the audience, if someone throws out a negative or inappropriate statement, if the competition is in the audience, or if audience members are asking questions. They are constantly connected with the audience and catering your message in the manner in which the audience will best receive it.
Make Sure You Don’t Miss Out on Your Hot Leads
Normally, the “hot leads” make themselves known when the presentation is complete. Mark from Marketing and Sally from Sales may not know how to be a good “event host” and make sure that everyone is being taken care of. A results-oriented Professional Trade Show Presenter has the ability to recognize an attendee who needs to make a personal connection with an employee of your company. They can spot the hot leads and make sure that they are staying in the booth without feeling like they are being “pounced” upon. And they can multitask by working the booth to ensure that no one walks away without having attention paid to them.
Working the Trade Show is the Hardest Work of All
And finally, a person who works at trade shows for a living knows how to “work” the trade show better than someone who exhibits at one a few times a year. Mark from Marketing and Sally from Sales might know the ins-and-outs of their product or service, but they might not know the nuances of presenting at a trade show or the psychology of a trade show attendee. A good Professional Trade Show Presenter excels at giving presentations at trade shows because it is their area of expertise. They are comfortable with public speaking and with being in front of an audience...and since they are relaxed, they are able to more easily deliver your message to your potential customers. Plus, they are familiar with the intricacies of giving your presentation multiple times an hour for multiple days, all with the same amount of energy and concern for your company’s image.
So let Mark from Marketing and Sally from Sales take care of their customers, their colleagues, their competition...and let them concentrate on SELLING your product or service.
When it comes to INTRODUCING your product or service to your potential customers, leave that to the trade show presentation pros…the Professional Trade Show Presenters!
Emilie Barta is a trade show marketing + presentation strategist / professional trade show presenter who has attracted qualified decision makers out of the aisle and into the booth for exhibitors at 300+ trade shows around the world. Find out how to get recognition + results on the trade show floor at www.emiliebarta.com/exhibitors