productronica 2019 // 10 steps for guaranteed success at trade fairs
Create successful ePaper yourself
Turn your PDF publications into a flip-book with our unique Google optimized e-Paper software.
TRADE FAIR MEETINGS<br />
1 0 2 0 30 40 5 0 60 70 8 0 9 0 <strong>10</strong>0<br />
OVERVIEW <strong>10</strong> STEPS<br />
%<br />
The possibility of „live communic<strong>at</strong>ion“ with interested parties, customers and partners is<br />
a significant advantage of <strong>trade</strong> <strong>fairs</strong>. Trade <strong>fairs</strong> are communic<strong>at</strong>ion <strong>for</strong>ums and <strong>success</strong>ful<br />
interaction with customers is thus the main point of focus. Your whole prepar<strong>at</strong>ion <strong>for</strong> the<br />
<strong>trade</strong> fair and your stand concept should be geared towards gener<strong>at</strong>ing numerous and<br />
high quality meetings <strong>at</strong> the <strong>trade</strong> fair.<br />
KEY QUESTIONS<br />
How do I have a <strong>success</strong>ful meeting <strong>at</strong> a <strong>trade</strong> fair?<br />
Trade fair meetings are dialogues. Avoid entering into a monologue about your services. Find out<br />
your customer‘s requirements and needs during the meeting. Do not merely answer questions, but<br />
ask targeted questions too. And don’t <strong>for</strong>get: exchange business cards with whom you are having a<br />
convers<strong>at</strong>ion to introduce yourself and to know who you are talking to.<br />
Wh<strong>at</strong> is the right way to speak to visitors?<br />
Give your customers a short while to orient<strong>at</strong>e themselves when they enter the stand. Make eye<br />
contact and begin the dialogue with an open question. And very important: the person with whom<br />
you are having the meeting should introduce themselves personally by exchanging business cards<br />
during the course of the meeting.<br />
Start your convers<strong>at</strong>ion with open questions.<br />
Avoid general verbiage such as the question<br />
„Can I help you?“.<br />
Do not just provide in<strong>for</strong>m<strong>at</strong>ion, instead actively ask questions<br />
about the requirements of the person with whom you are<br />
speaking.<br />
Prepare yourself <strong>for</strong> the appointment and in<strong>for</strong>m yourself about the<br />
company <strong>for</strong> whom the person you are meeting works.<br />
Prove to your meeting partner th<strong>at</strong> you take the meeting<br />
seriously – by reacting quickly to his visit after the <strong>trade</strong> fair.<br />
Intensive meeting training sessions with all employees who will<br />
have meetings <strong>at</strong> the <strong>trade</strong> fair stand, assure and cre<strong>at</strong>e uni<strong>for</strong>m<br />
communic<strong>at</strong>ion guidelines.<br />
Test how good you are with „mystery visits“ during the<br />
<strong>trade</strong> fair and online surveys after the <strong>trade</strong> fair.<br />
Stick to the appointments th<strong>at</strong> you have made.<br />
How do I examine the quality of <strong>trade</strong> fair meetings?<br />
How you assess yourself in a meeting situ<strong>at</strong>ion is very subjective. You can optimise communic<strong>at</strong>ion<br />
with your customers and the quality of customer care with „mystery visits“ carried out by an objective<br />
test visitor. An online survey is a cheap way <strong>for</strong> you to receive well-grounded feedback from your<br />
visitors to the <strong>trade</strong> fair. Used as a basis to optimise your next <strong>trade</strong> fair appearance, it is a valuable<br />
instrument in <strong>trade</strong> fair marketing.<br />
20<br />
21