National and international trade fairs offer the ideal platform to establish and deepen contact and a trustful relationship with a wide variety of visitor types fast and effectively.
Intercultural trade fair training/trade fair coaching is an extension of the basic "Success at trade fairs" training programme. Intercultural elements are integrated into the training to make the sales approporite to visitors from different cultures.
This training is conducted by two experienced trainers.
The chance of being even more successful at international trade fairs will be improved considerably. Due to digital media, personal, open and trusting contact with trade fair visitors is now even more important. This is the most important and biggest factor in the success of a company's trade fair presence. Presenting information about products and services in a rather unemotional and unenthusiastic way is no longer enough today. Instead, it has become much more important to establish a positive, trusting relationship quickly with the various visitors from different regions and to get to know them well (gain their trust) through a targeted and effective trade fair dialogue.
Through targeted, situational, visitor-orientated and type-appropriate communication before, during and after the trade fair, a trusting relationship can be established with a wide variety of visitor types quickly, which is the basis for successful interaction with visitors.
The techniques of successful communication with national/international visitors are taught in the intercultural trade fair training/trade fair coaching: Success at international trade fairs and intensively trained in a practice-orientated manner, which includes
- non-verbal contact
- addressing them promptly
- agree further success-orientated follow-up activities for effective trade fair follow-up with potential visitors.
Training Content Example
- Trade fair communication as a reflection of corporate identity - the trade fair team at the centre of visitors' attention
- State control/presence: The professional attitude for open, authentic and friendly interaction with different types of visitors. Every member of the trade fair team is required to create a positive atmosphere on the stand through their behaviour, impact and charisma
- Intercultural communication flexibility - "high-context culture" and "low-context culture"
- Oxytocin instead of adrenalin - the right visitor-specific distance zone
- Neuroscience/cultural aspects - How to serve international trade fair visitors
- Building a trusting relationship with different types of visitors
- Authentically touching, inspiring and convincing visitors positively through voice and body language
- Structured, situational and visitor-orientated trade fair talks at international trade fairs
(Organising trade fair talks in a visitor-oriented, lively and effective manner in line with cultural conventions in a confident and confident manner)
Understanding the visitor in order to be understood is the core, the basis of a successful trade fair dialogue
1. Professional, quick contact (approach) with national and international visitors
Non-verbal contact: Building trust through attentive, authentic and friendly attention to the visitor
Verbal contact (prompt approach): Addressing the visitor competently and confidently
Opening the conversation confidently: How do I start the conversation? How and when do I introduce myself and move on to the analysis phase?
Introductory framework: Initiate a secure introduction framework in order to recognise the type of visitor with their perception and communication filters. Professionally organise the introduction process using conventional business cards or digital media
Different formats for making contact with national and international visitors are taught here.
2. Qualifying the visitors: trade fair-specific and target-orientated needs analysis
Analysis: Only those who know the visitor's concerns, expectations, wishes, needs and perception filters are in a position to interact with them in a targeted, successful and therefore effective manner.
Persuasion styles: Knowing what makes your communication partner tick is an important skill for opening up and convincing trade fair visitors within the limited time frame. Different cultures have their own preferences. Consequently, effective trade fair dialogue must be adapted to the cultural background of the visitor.
If the analysis shows that the visitor should be referred to a colleague/specialist, this must be done professionally and with the appropriate information.
3. The successful, convincing, type-appropriate presentation that inspires the visitor (convince instead of persuade).
4. Summarising the conversation: the start of effective trade fair follow-up
5. Conversation documentation: Only professionally completed trade fair leads, with detailed information, enable sustainable, effective trade fair follow-up; it is indispensable for trade fair success
- Trade fair fit: Dos & don'ts, general rules of behaviour and intercultural rules of conduct for a competent trade fair team
- Practical exercises: From knowledge competence to situational professional behavioural competence at international trade fairs with company-specific circumstances
For which exhibitors is the intercultural trade fair training/trade fair coaching Success at international trade fairs suitable for?
- For exhibitors at all international trade fairs who want to present their portfolio professionally and effectively to potential trade visitors
- For exhibitors who want to support their trade fair team in gaining more confidence when addressing visitors at intercultural trade fairs
- For exhibitors who want to use valuable trade fair time effectively and avoid wasting time due to an unprofessional trade fair team
- For exhibitors who want to understand visitors and serve them in a visitor-orientated manner (first understand in order to be understood)
- For exhibitors who want to agree clear follow-up activities with potential visitors - for a sustainable and effective trade fair follow-up
- For exhibitors for whom qualified trade fair leads are the cornerstone for the desired trade fair success
- For exhibitors who want to inspire trade visitors at international trade fairs with their motivated, lively, competent and committed trade fair team
- For exhibitors who want to consistently utilise new customer acquisition and customer loyalty 100% during the trade fair process
Would you also like to develop your trade fair performance further with a highly competent trade fair team? Please feel free to contact us. Based on your expectations, wishes and challenges, we will create a concept for your intercultural in-house trade fair training/trade fair coaching which meet your specific company requirements.
Intercultural trade fair training/trade fair coaching Success at international trade fairs is available in two languages: English and German.
