Business exhibitions are unique occasions, special opportunities to interact with potential clients and to become aware of their real necessities. They reflect all that happens on the real market, gathered at one business event. On one side, there are the companies/suppliers that offer various products and services, each one wanting to overcome the competition, and on the other side, the client, of course, who sees all the options and suppliers trying to convince him to choose them. All companies that participate in a business exhibition wish to gather most clients (if not all of them) around their stand. These events are indeed the ideal way to put your services and products in direct contact with potential clients and to receive accurate and authentic feedback. Clients can see and test your offer, can compare it with that of others and can decide whether to buy your product or not. And they will buy your product if you have a good communication with them.

Promoting your business at exhibits is like fishing in a tank: the environment is perfect, since only interested clients actually attend it. Making a difference, becoming more appealing than the competition, is almost a form of art. Just participating is not the key to gathering clients. Today, serious companies try more aggressive approaches when it comes to "hunting" the target clients, while they are standing next to your boot. Companies try many methods in order to turn just another client into a hot lead. One of these efficient tricks is hidden in your hostesses and sales persons: an entire team trained to catch the customer's attention, in the most professional manner. The specialists of Mentor Pro Market, a marketing company who specializes in providing the "dream team" for your event, well trained promoters and hostesses, shared with us a few tips and tricks that make the difference: 1. Display is not all - Most companies expect the display to instantly sell their products and services. However, the truth is that having the most beautiful boot does not necessarily ensure the best results. Many companies invest 20,000 to 50,000 US Dollars in the design of the boot and forget to invest in the team that must create a sparkle in order for the boot to be noticeable.

2. Create motivation - Because it is a special event that requires special performance, it is recommended to create special bonuses. Firstly, clear up the goals: to yourself, to your team and to each one of the members. Secondly, create special bonuses - both individual or team bonuses - and you will see what effect they have upon the motivation of all the staff.

3. Training your team - It is crucial to have personnel ready and trained when it comes to making hot leads. Your daily sales team might not know how to handle the different environment that they face in the event. Create special training methods, including simulation, before the event and provide short and focused feedbacks during the "quiet" breaks.

4. Creating a "human face" for your brand - Hostesses are the members of the promotion team assigned to be the services and products welcoming image, "the human version" of your brand, trained to welcome and attend the clients. As we all know, it is all about the first impression, so when we choose your "image" all factors count: hair color, age, gender, outfit... in order to create a presence that brightens the area, giving a catchy look to the service and the product.

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About the Author

Iulia Pandaru iulia_mentor@yahoo.com Professional Writer Public Relations Department, Mentor Pro Market

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