Thriving in trade show settings may not come as naturally for some as it does for others. In fact, more often than not, it is the most daunting ask of most employees. Hitting the phones all day long? No problem. Crafting up elaborate drip campaigns? Easy. However, when it comes to breaking the fourth wall of customer interaction and meeting new potential customers (most known as ‘strangers’) at an accelerated rate? Now, that’s terrifying.
With the mortgage industry running on such a tightly packed trade show schedule, it is of utmost importance to ensure that all your available team members are ready and able to step up to the plate and tackle the scary trade show floor. Too often, you have your pros — the sales and marketing folks who find ease and comfort being thrown into middle of a jam-packed conference and take pride in adding more and more trade shows to their belt — but it can’t just be left to the regulars alone.
Attending trade shows is a crucial tool for gathering up new leads and/or rounding out one’s pipeline. It cannot be solely carried by four or five all-stars within a company. But how can one ensure the ease and success of newer traveling team members?
It all begins with training. Prior to even assigning shows, all potential participants should attend educational sessions led by sales leads, business development, or marketing team members who feel most comfortable around trade shows. In this workshop environment, seasoned exhibitors can facilitate group discussions surrounding navigating challenges one may experience at the booth, hiccups that can occur on the floor, or conversations that need to be steered away from turning sour. These conversations will normalize any nerves and eradicate any fear newcomers may hold. The wealth of experience and knowledge from veteran exhibitors, while sharing the highs and lows of the trade show lifestyle, is invaluable to those who haven’t yet had the opportunity on the exhibition floor.
