London based Houlder Limited are in the marine engineering market. They had a brand new product they wanted to bring to market. The Turbine Access System™ – developed with BMT Nigel Gee – was going to make its first public appearance at the Sea Works 2011 Exhibition in Southampton. The Exhibition has an international audience. The team of engineers at Houlder knew everything you could want to know about the technical aspects of the Access System – however they were not by their own admission sales people. Exhibitions do require your stand staff to sell ideas to strangers – turn suspects into prospects! We got a call.
So how did we help?
Having organised exhibitions for some time now and helped a wide variety of exhibitors to have a ‘good show’ we got to work on designing a training programme that would transform these reluctant sales people into charming, persuasive and knowledgeable stand staff. Using as our template The Event Expert ‘How to be an Outstanding Exhibitor’ course, with a few additional sections on confidence building, Chris Powell, Director of The Event Expert delivered a half day session to a slightly apprehensive group of Houlder engineers and directors. There was a lot riding on the exhibition. The training needed to deliver results.
At the end of the training, we had agreed that the exhibition staff should set themselves a target for gathering leads at the show which they more than doubled. They were happy; I think it’s fair to say. Marketing Manager and course delegate Mike Carter commented…. The key output of Chris’s training was a confident stand team – and I include myself. He achieved this by pitching his messages at precisely the right level for our people. We successfully converted a high level of interest in the product and kick started our business development effort in some style.
Exhibiting at a show, want to make sure you have a good show? Call us we can help?