The Business Exchange Swindon & Wiltshire Edition 42: April/May 2019 | Page 24

MAKING THE MOST OF TRADE SHOWS FOR YOUR BUSINESS Do you spend time and money on trade shows or exhibitions but wonder if it is worth the investment and if those representing your business have the confidence and skills to engage in meaningful conversations at the event? Chris Dawes – founder and Managing Director of Swindon-based Open Dawes Training, which runs CPD accredited public speaking and presentation training – has some advice on maximising your ROI. And it all starts with some training for your teams. Trade shows and exhibitions are an important part of many businesses’ marketing strategies. They offer the chance to get in front of an audience who, depending on the nature of the event, may well already be working in your target sector or sectors. To some degree, they have been pre-screened, because they’ve signed up to attend – they may even have paid for their ticket. At the same time, trade shows and exhibitions are an investment for a business – not just the cost of the pitch, but the cost of sending a number of the team along to run the stand and engage with potential customers. So as a business owner you want to make sure you maximise the return, that your team come back with strong leads and even some follow-up meetings already arranged. However, nerves and a general lack of knowhow or a plan can get in the way, so that the team representing your company may fail to capitalise on the opportunity. This is where Open Dawes Training can help. It’s all about communication and, as with any verbal engagement, there are some techniques for your team to follow. TOP TIPS FOR COMMUNICATING AT A TRADE SHOW • The easiest way to start conversations is with questions - this is not only easier for you but avoids you delivering a salesy monologue and engages people and gets them talking. • Make that question establish the best direction of the conversation, and ensure it is engaging and chatty – a simple ‘How are you?’ isn’t a strong enough opener. • Act and talk with confidence, but be casual not pushy. • If possible, schedule follow up conversations on the spot. • Ensure they have all of the information they need. • Ensure their contact details are captured. Almost as important is knowing how to politely close down a conversation that isn’t going anywhere. How many times have you seen an episode of The Apprentice, where the candidates are trying to sell anything from hot tubs to gym equipment, and they waste time chatting to people who are never going to buy, and all the while opportunities are being missed! We recently worked with an insurance company based in Kent, whose owner specifically wanted communication training for teams who were running trade shows, and also hosting and presenting break-out sessions. The feedback showed how much more productive trade shows now are, thanks to our training and the techniques we have given the teams. Open Dawes Training runs CPD accredited public speaking and presentation training in groups and for individuals, either inhouse or at Open Dawes’s head office training centre at Groundwell Industrial Estate in Swindon. The company was recently recognised by BBC Dragons’ Den’s former dragon Theo Paphitis, and invited to become one of an elite group of small businesses in the entrepreneur’s Small Business Sunday network. For information visit: www.opendawestraining.co.uk call: 01793 238259 or email: [email protected] We provide the complete solution Hiring crates for your move Storing your items Moving your business Space planning & design Office furniture www.elmworkspace.com 01249 819 419 www.allboxed.co.uk 01249 471777 www.britanniaquickmove.co.uk 01249 813430 The Space Centre, Porte Marsh Road, Calne, Wiltshire, SN11 9BW 24 THE BUSINESS EXCHANGE 2019