Trade show selling is an important way for companies to reach both prospects and existing customers. But too many make the assumption, because they have experienced salespeople, that their reps are also experienced in working trade shows.
Are you, like most, spending more time talking to your reps about when you want them to work your booth than you are telling them what you want them saying when they’re in the booth?
Most sales reps come to trade shows uncoached and unprepared, so they have to make up their own selling messaging as the show progresses. What can you do to make sure your reps understand the goals for being in a trade show of generating more business leads, making new contacts, and reinforcing relationships with existing customers?