Prepare, Like They Do at Faire!

Ruth Failer

The Renaissance Faire is just another trade show! As casual and spontaneous as it may look from the guest’s point of view, a lot goes into making sure all who enter have the best experience they possibly can that day. In order for that to happen, strict rules are placed on both the vendors and actors.

Weeks before The Renaissance Faire begins, the organizer presents three mandatory workshops for new vendors: Orientation, Costuming and Elizabethan Language.
All participants must:

·         wear acceptable clothing

·         know how to say what needs to be said

·         call people to their booth

·         display products in an inviting way

·         provide demonstrations of products or services

 Every day one hour before Faire opening, all royals, puritans, beggars, street jesters and all stage other actors are required to attend a brief meeting, preparing them for the theme of the show and special events of the day.

We can learn a lot about getting our staff educated from the policies of Faire:

Preparing (some in costume) a week before opening day

Exhibiting can be very expensive if your staff is not ready and able to accomplish your trade show goals.  Your sales representatives are bright and great at what they do, but they can’t read your mind or you theirs. Let your staff in on your expectations and give them the tools to perform. Most probably they won’t be speaking Elizabethan; they need to be conversing in a language to bring your customers closer to a sale. They won’t be a peasant, a royal, or a pirate, yet they ought to be dressed the part of representing your company brand with the proper attitude, focus and attire. 

Contact Tips of the Trade for workshops:

·         Boothmanship (booth etiquette)

·         At-show sales skills

·         Booth display

·         Pre-show marketing

• Retaining customers

Prepare your merchants to increase sales in and out of the booth.

A jousting fight to the death is optional!

Trade Shows are Scary

What would you do if you exhibited at a two day trade show and at the end of the first day the show organizer said "pack it up and go home we can't afford to pay the show maintenance staff"?

Would you ever exhibit at any future event the show organizer produced?

How does one keep from that happening again?

Close-ended Questions: Yes or No? Should you answer a close-ended question with a one- to two-word answer, or is it an opportunity to clarify and explain with a mega-minute explanation?

Watching a courtroom drama, I notice the prosecutor demands that the defense's witness “just answer the question: yes or no.” In Meatloaf’s song "Paradise by the Dashboard Lights" Ellen Foley sings, “Let me know boy: yes or no?”  Trying to get a straight answer might be harder than you think. Let’s put ourselves in the trade show attendee's shoes, walking from booth to booth comparing one product or service to another.

In our scenario, the prospect asks a series of questions at various exhibits in order to find the best products, services and associates for their business. With feet getting tired and belly rumbling, the potential customer has narrowed his choices down to two. The questions are more specific, requiring a yes or no answer.  The booth staff salesperson, however, wants to capture the interested person and rambles on and on instead of giving the “yes” or “no” short answer. Head swimming, the potential customer leaves to see if a more direct answer is with the other and hopefully final company.

Keep the answer short when the question calls for it. If you are a sales representative, teacher, or trainer, you may have to practice this. At a meeting filled with trainers, we found it very difficult to do. Make eye contact with the person asking the questions, watch their body language and be aware of their reactions to your conversation. No one ever complained that the salesperson didn’t talk enough.

I would love hear what you think...

contact Ruth to get booth staff ready for their next show tel: 626-254-9369
email: ruth@BestTipsOfTheTrade.com