Roles and the Process

Here are three suggested roles. If they don't fit your business, choose your own; just make sure you have created roles with clearly identified responsibilities, plus a process for the event and for each of the individuals and roles.

Prepare and rehearse roles prior to the event. Once the event starts and team members get busy; people tend to revert to their old way of doing things. Rehearsing make everything just work a little bit better, and so much smoother.

The 3 Trade Show Roles:

The Trade Show "Fluffer"

  • Draws the crowd in
  • Is the the first line of screening / qualification
  • Sends prospects them off in the nicest way if not a truly qualified opportunity
  • This person will also collect the prospect's information for future communication

The Trade Show Floor Manager

  • Is the 2nd line of screening
  • Typically, will set up calls and meetings with qualified opportunities (is the master scheduler of all follow-up meetings)
  • Will get into details of the application, problem, project and project plan with the prospect

The Trade Show Subject Matter Expert

  1. This individual is in some way a "main attraction" to the show or event and "the" main attraction as our "Subject Matter Expert."
  2. Access to this person is intentionally limited. The person in this role typically will have about 5-8 interactions per day and they are limited to 20-30 minutes each.
  3. They may need to be taught how not to "give the keys to the kingdom" away, especially to organizations thinking of building their own solution.
  4. They will also not give competitors a full profile of our offering and plans
  5. It is a worthwhile investment to practice some "scripts of intrigue" with the person in this role.

Roles Recap:

These are three suggested roles. This is a starting point. Choose and determine what roles fit your business. Make sure the roles are clearly defined, rehearsed and practiced; along with the process and responsibilities for each role.

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The Ruthless Qualification for Trade Shows Process:

The process, and the practice and refinement of the process is very critical to its success. Pre-planning and post-show follow up are required.

Note: Please forgive me here. I am so anal about this pre-show step. At a trade show / event, I intend to accomplish 2-4 months of revenue generating activity in a few short days with extensive face-to-face interactions. Let's make sure the opportunity is not wasted.

Pre-show planning:

  • Start 2-3 weeks in advance
  • Confirm your organization's "qualification criteria," the roles and the process.
  • Practice (rehearse) scripts in each role and prepare for all kinds of issues and questions. (This is especially true with new teams, a new team member or if team members take on different roles.) Be prepared.
  • Confirm the trade show / event expected attendees (people and companies).
  • Set up meetings with key prospects and partners in advance.

During the Event:

  • Practice the defined process and protocols.
  • Re-access on the fly as required.
  • Monitor performance.

Post-event follow-up:

  • Review and create plans specifically for the “qualified” opportunities.
  • Execute pre-defined "follow-up" protocol for qualified opportunities and all other participants met at the event.
  1. Following up too quickly may be a waste of time and energy.
  2. Following up too slowly may negate the purpose of the event.
  3. Follow up up as discussed and as agreed upon in meeting participants at the event
  4. Log all names, companies, etc. in the CRM (Customer Relationship Management) system and execute the follow-up protocol.
  5. How will they remember you and the conversation with your firm? Have a plan for this.  This may require a discussion.
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