Staff Training - Essential

Your team will in the end determine how successful the event is. Therefore make sure your staff know what is expected of them. They should be friendly, motivated and know the product lines back to front. Your potential customer is going to expect to obtain valuable information from an ‘expert’, so don’t use people who have limited knowledge of the product or its potential.

A good idea is to have enough staff so they can have breaks. This allows them to stay focussed and motivated. If you have targets that you want to achieve, make sure that the team know what those targets are and how to achieve them. It may be sales, contact details or sign ups.

Ensure your team is aware of body language and communication styles you want them to promote to entice the potential customer. E.g. A team member talking all the time is not following your communication strategy of eliciting customer information on their “current view of the situation”. This is all part of a strategy to allow the potential customer to evaluate the information provided, compare to their situation and form a ‘better view of the situation’ and decide to but or not.

Make sure that the team performance is evaluated at the end of the day to share what worked for the business objectives and what needs to be re-assessed or improved or dropped altogether.

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