会展英语Chapter 5Section IV Reading

单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,Text-Exhibition and Its Classification,Warm-up,Dialogues,Writing,Reading,Section IV.,Extensive Reading,Important Words&Expressions,Exercises,Booth staff selection is the single most important factor in your exhibiting success.More than graphics,signage,literature,giveaways,or any other variable,it is the people you put on the show floor that influence visitors opinion of your organization.They are your ambassadors,representing your pany for the whole world to see.It is impossible to stress enough how,crucial,Warm-up,Dialogues,Writing,Reading,Section IV.,Extensive Reading,Avoid Booth Staff Duds:Essential Questions You Have to Ask,The following is advice to panies on how to select and train staff for an exhibition stand.How would you measure up for the job?,your team is to your overall success.To ensure a top notch performance,begin preparing your booth team four to six months prior to the event.You will need the answers to the following questions:,1.How many people are needed to staff the booth,A number of variables need to be considered.How big is your exhibit How long is the show Will you need employees to give product demonstrations,work the hospitality suite,teach seminars,or supervise contests Ensure you have enough staffing to have your booth manned at all times,while giving your team a break every four to six hours.No one can be on for twelve hours at a time.,Warm-up,Dialogues,Writing,Reading,2.Who are the best people to represent the organization,Working a trade show requires a unique mix of skills.You want employees with excellent product knowledge,superlative people skills,“killer sales instincts,and a warm,engaging personality.These people should be motivated self-starters,able to think on their feet and work with little or no direction.,3.Has staff training been organized,To ensure success,prepare your team with all the skills and tools they need.Training should cover assessing visitor types,asking qualifying questions,handling difficult attendees,lead generation and follow up,and many other factors.,Warm-up,Dialogues,Writing,Reading,4.Has a pre-show meeting been scheduled,Pre-show meetings play a critical role in ensuring that your team understands their goals and objectives,expected roles and duties,and are adequately supplied with background knowledge to handle any unexpected surprises.Use this time to clarify any areas of confusion and to address any staff concerns.,5.Is the booth team familiar with the products or services being displayed,To effectively sell products,you need to have a thorough,plete product knowledge.Too many times,Warm-up,Dialogues,Writing,Reading,organizations send out,rookie,employees who only possess,rudimentary,knowledge.This is,frustrating,for attendees,who wont e back to find another employee who might have an answer theyll go to the petition instead.,6.Has a practice demonstration session been organized,Never assume that your employees know how to use the products that they sell.It is entirely possible that they are not pletely familiar with every feature,especially if you are introducing a new product.Take the time to thoroughly train your team,and have them practice demonstrating the product to,familiarize,themselves with the show floor routine.,Warm-up,Dialogues,Writing,Reading,7.Will a technical representative be available to answer questions,Depending on your product/service line,it may be entirely appropriate to send a technical representative to handle specific product questions.Train this person in the basics of,salesmanship,but keep their duties largely relegated to providing technical answers.Make sure they are aware of the possibility of trade show,espionage,to prevent them from sharing too much information.,8.Has a dress code been established,Warm-up,Dialogues,Writing,Reading,Well before you arrive at the event,a dress code should be established.Uniforms may be appropriate for your pany,but if they are not,clearly specify what you want your team to be wearing.“Casual business gives far too much,leeway,.Instead,spell out“Black trousers or skirt,white shirt,black,blazer,red tie or the equivalent.,9.Have,badges,been ordered for all booth personnel,Everyone on your team needs a badge to enter the show floor,access hospitality areas,and move freely about.Order these badges well ahead of time,so that any errors or,omissions,can be,remedied,in a timely fashion.,Warm-up,Dialogues,Writing,Reading,10.Do booth personnel have sufficient business cards,It is amazing how many business cards you can,hand out,during the course,of one trade show.Make sure your team is adequately prepared.,11.Has a booth schedule been planned,A plete schedule will cover every moment from show arrival to departure,including who will be staffing the booth,break times,technical support,and assorted responsibilities.It may be a good idea to include check in time into the schedule,so sales people acting as booth staff can check messages back at the h