You know how important it is to represent your business
effectively in front of potential clients or interested parties. You may have
the best product, but it will take clear and confident communication to let
your potential customers know what you can do for them. Training to strengthen
the speaking and listening capabilities of your team will go a long way in this
regard. It will not only help your team feel more confident and engaged in the
brand, but it will also make your clients feel more relaxed in dealing with
your business.
Set Clear Conversation Goals
You must discuss what is important in each communication
with your team. Begin by defining what the end goal of a conversation or a
meeting is and what it means to achieve a "conversion", which may be
getting an email, a demo, or even a sale. By understanding your audience, you
will be able to shape your discussions to their needs; the less your audience
will be confused, the more you will draw them to the company. Everyone ought to
agree on the main things to discuss and let your team have a shared
understanding of what success is. Having some jargon-free terms in place will
make it all simple to comprehend, and it will help everyone to stay on the same
page.
Develop Consistent Brand Messaging
You want to announce something strong and consistent each
time you are speaking about your brand. Make a pitch that can be said in 30
seconds, which can explain what you do and why it is valuable to a potential
customer. Then, select the three best product benefits and make sure everybody
is aware of them. Do not use overly complicated jargon and rather speak in
simple language, which everybody can understand. Talking points used at fairs
must reflect what is mentioned in brochures, websites, or ads. Moreover,
practice body language and tone to make what you do more credible. Doing so
ensures the audience can trust you and increases brand recognition.
Practice through Role-Playing
Nothing is better than actual practice in order to get
better at talking to customers. Begin by assigning different duties to your
team members, such as visitor, exhibitor, or guide. You can create scripts for
a few of the initial questions often used in such events. By simulating the
handling of objections, your team will be prepared to respond to situations
they've never expected. You can exercise dialogue pacing by timing the
conversations, and you can ask your teammates to offer you feedback after every
exercise. This sort of drill is not only an important preparation exercise, but
it will also make your communications powerful and better at dealing with
unexpected matters.
Incorporate Visual Aids and Displays
Being on point with your visuals will give you an edge, and
your audience will be better able to understand what you are saying. With
images, customers are able to associate the message visually and to switch on
their understanding early. Train your staff on pointing out the important
graphical representations and how to ingeniously introduce actual product
samples in conversation. You can teach them how to interact with unique setups
like backlit displays,
as they attract the audience to the point of sales. Support verbal
communication with simple handouts or tablets that enable special demos and
exhibit coordination with where you are in the conversation. Your presentation
will leave a lasting impression and will lay a solid ground for conversations.
Teach Objection Handling & Closing
Awareness of the basic consumer objections will allow your
team to nip them in the bud. Teach your team to embrace empathy and practice
responding in a manner that seems considerate. Make them prepare short
rebuttals that cleverly address the issue without discarding the consumer's
feelings. Through simulations, they will be more prepared to deal with problems
smoothly and to transfer a conversation to a logical closure that impacts
results. Finally, have all your team members say the exact calls to action at
the end. This preparation will bolster their confidence in doing direct talks
and closing more deals at exhibitions.
Conclusion
Training your team to speak with intent, to practice often,
and to be truly involved with prepared visuals will lead to increased results.
The secret lies in not only following a method but having the desire to
communicate your brand to your audience honestly. Make use of an irregular
opportunity like an exhibition to do the debrief with your team to discover
what works and what does not. You may want to be involved in your team's
development, to show concern for your team, and to come up with new
alternatives.
