Booth Staff Must Have Common Sense

Exhibition personnel training

In order to ensure the efficiency and effectiveness of the exhibition, they must be trained after they are equipped with booth personnel. Both temporary and regular staff, including senior staff, should be trained. The purpose of the training is to make the exhibition personnel understand the purpose of exhibition, grasp the work skills of exhibition booth, and foster cooperation and collective spirit.

The training of exhibition personnel should be included. Exhibition work The plan has become a normal job. If the conditions permit, arrange for more formal training, at least before the opening of a simple job description and technical guidance. The training work can be started after selecting the booths. Regular training forms include preparatory meetings or training courses. The time can be half day to two days, but the location should be specially arranged. We should try our best to use teaching aids, such as projectors, lecture notes, etc. The training method should be as formal as possible, and the more formal it is, the more important the organizers will be, and the better the training effect will be. If the principal responsible person takes part in the exhibition, he should also take part in the training. Improve training The effect is favorable.

The training contents should be systematic and the training materials should be printed and printed. Exhibition industry associations, exhibition research institutes and Exhibition consulting companies in Europe and the United States arrange special exhibition training. They have special training materials, video tapes, and so on. They can be purchased for reference. The training materials should be classified as confidential, and the training contents and steps can be divided into three parts, arranged as follows:

Introduction. It includes personnel introduction, preparation presentation, exhibition presentation and so on. The purpose of the presentation is to familiarise the booth personnel with the exhibition background, environment and conditions. First, introduce yourself, trainers and trainees introduce themselves, not only to introduce names, work, but also to introduce knowledge and experience in exhibitions. Exhibition, including exhibition and booth. The exhibition will include the name, location, date of exhibition, opening time, venue, location, entrance, office, restaurant, toilet location, etc. the booths will include exhibition intention, exhibition purpose, target audience, booth location, booth number, exhibition booth, and the overall arrangement of exhibition work. Exhibition activities include press conferences, opening ceremonies, Museum Day activities, VIP reception activities, etc., and put forward corresponding work requirements for exhibition personnel. The exhibits will introduce the performance, data, usage and usage of each exhibit in detail. Market introduction, including Sales scale Sales channels, rules and regulations, characteristics, habits and sales prices.

Work arrangement. To display the work of the booth to the exhibition personnel, and to put forward the requirements and standards, we must make everyone know and understand the purpose of the exhibition; arrange the booth work, including audience reception, trade negotiation, information dissemination, public relations work, news work and follow-up work, etc., and divide the work and make requests; management arrangements include working hours, shift arrangements, daily booth meetings, records management, etc. administrative arrangements, including the arrangement of accommodation, meals, schedules, schedules, and so on. The exhibition is mainly for the purpose of the transaction. The preparation for the exhibition booth is carried out around the market, including market research, preparation of sources of goods, preparation of product information, preparation of trade terms, etc.

Technical training. Main training booth reception and marketing skills. Booth work is different from that in other environments. Even experienced salesmen should receive training in booth skills. We can use simulation mode and prepare perfect and systematic training materials. In addition, if possible, we should train the booth staff to have a serious work attitude, teamwork spirit and sense of collective.

market research

Exhibitors have made market adjustments before choosing exhibitions and selecting products. The survey focuses on the products and business transactions, including market, transportation, packaging, insurance, tariff, exchange rate, discount and so on. Each market has its own characteristics. Thorough understanding and adequate preparation will help to display success and help to conclude business.

The market conditions that need to be understood include: market size, consumption, import volume, consumption value, import value, product origin, consumption growth rate, geographical distribution of consumption, relevant rules, market potential and development trend, market barriers and so on. If the market has a trade and non trade barrier to a product, it should be considered carefully when exhibiting such products. Unless there is a long-term plan, the exhibition will not be of much significance. In addition, we should understand customs, tax rates, quotas, currency controls, other restrictions and market segmentation.

We also need to know the product situation and products must meet the market requirements. For this reason, we must know the quality, color, style, size, appearance, design, performance, technical specification, trade standard, transportation package, consumer packaging, protection requirements, and specification requirements. Exhibitors should also be aware of the market requirements if they want to change their products and packaging in accordance with market requirements. They can explain to customers that products can be supplied according to market requirements and customer requirements as long as there is an order.

Exhibitors must be aware of the competition so as to know who to compete with and prepare for the price. The competition needs to be understood, including other suppliers, including the names, supply, market share, advantages and disadvantages, trademarks and patents, the characteristics of the market leading products, the reasons for the success of the market leading companies, the increase and decrease of the suppliers, and the market price.

Understanding sales channels is also an important part of market research. First, we must understand the overall sales situation, including the sales system, the normal sales channels and links, the relative importance and advantages and disadvantages of different channels, the quantity of orders, the delivery dates, the sales conditions, the price increase, and the after-sales service requirements. The next is to identify target merchants, that is, to identify potential buyers: importers, exporters, wholesalers, retailers or retailers.

Exhibitors must also understand the transport conditions, including the transport market, transport routes, modes of transport and transport prices in the local market, so as to calculate and decide the transport cost, transport time and transport terms in the contract.

The specific contents of the survey can be determined according to the need for exhibition and transaction. If the exhibitors have conditions, they can do their own research. If there are no conditions, they can entrust consulting companies and market research companies on display.

Transaction preparation

There are three main aspects of transaction preparation: products, terms and information. According to the exhibitor's production capacity and financial strength, and estimate the possible requirements of the customers, determine the varieties, quantity, specifications, performance, and the improvement and delivery time of the products, that is to say, prepare the goods and the goods list. According to market research results, the terms, packing terms, delivery terms, transportation terms, payment terms and so on are decided as the basic conditions for negotiation and signing. According to negotiation and signing needs, prepare samples, print company introductions, product catalogues, product introductions, price lists, contracts, etc. The sample should be in line with the actual product supplied, better or worse than the actual product. The company's contents include company name, company address, capital, annual turnover, business scope and number of employees. The purpose of the company's introduction is to let customers know the exhibitors. Product catalog is a comprehensive introduction to various products. The product introduces one or a series of product introduction, the content can be more detailed, including all kinds of technical specifications. The quality of exhibition information is good and the quantity should be sufficient. To use local language, currency units and measurement units, it is also important for customers to understand themselves and understand their customers.

Product knowledge

All exhibition personnel must be familiar with product knowledge, including specifications, functions, characteristics, functions, and methods of use. The United States Trade and Exhibition Bureau has conducted a survey, one of which is the knowledge that visitors should think of the booth personnel. The survey results show that more than 94% of the visitors believe that product knowledge is the most important knowledge that the booth personnel should have.

Booth staff are knowledge-based in order to promote sales. If the exhibiting staff are not familiar with the products, they can not only introduce the products in an all-round way, but also leave the visitors with a feeling that the company is not of high grade. Therefore, we must fully grasp product knowledge before exhibiting. If possible, we should also master operation demonstration techniques. If the product is complex, the booth personnel must be familiar with the information and quickly find the answers when necessary. In short, the booth staff should be able to answer all the questions directly or indirectly.