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Geschäftsreise auf Englisch - Bereit für die Messe I

Schlagwörter: Geschäftsreise auf Englisch, Englisch Geschäftsreise, Business Trip Englisch, Messe auf Englisch, Messe Englisch, Trade Englisch

Participating in a tradeshow can be one of the most exciting and rewarding marketing efforts your company makes each year. It can also be one of the least rewarding, for many reasons.

A tradeshow gives you the opportunity to reach new customers, add new deals to the pipeline, spread the word about your products and services amongst important movers and shakers, get valuable attention from the press and learn more about what\'s going on in your industry. Many tradeshows also provide the ability to get educated on topics that are key to being successful at what you do.

Tradeshows also give you the opportunity to communicate poorly to a large number of people, make a low-quality, fly-by-night or unreliable impression and even create market confusion. How you look, what you say, what you present, how you present it and how you behave and represent your company are vitally important to success -even if you\'re not in marketing and sales.


Many companies participate in tradeshows every year. Afterwards, many complain that they never get anything out of it but have to do it regularly to be seen as a player. This thinking is poppycock. A tradeshow is just like any other marketing event: goal-oriented. Your company must set goals for what it expects to get out of its expensive tradeshow investment. It must then plan its activities and staffing to properly meet these goals, communicate the goals and activities to its participating staff and measure the results against the goals.

If the goals are not achieved, something was wrong in the planning or in the execution. If your company never achieves its tradeshow goals, then either its goals are unrealistic, its execution is flawed or it should not be participating in trade-shows. Given the cost of travel, personnel, brochures, booth logistics and food, tradeshows are simply too expensive to be taken lightly.

Your participation

The decision has been made. The tickets have been bought and the hotels have been booked. You\'re one of the lucky ones. Whether you\'re being sent to help man the booth, attend sessions, get educated, analyse the competition, meet with partners, chat with the press or hobnob with customers, you\'re sure to have fun at the wide variety of industry-specific events, interesting dinners and after-hours parties planned for the event. But no matter what you do, there are a few things you need to be able to do or keep in mind at all times:

  1. Know your way around

  2. Know what to say at a booth to learn
    more about your industry

  3. Know what to say in common situa¬

  4. Be on the lookout for opportunities
    and know how to plant seeds -
    even if you\'re not in sales

  5. Know what to avoid saying and doing
Topics 1-2 are covered in this issue. We\'ll address topics 3-5 in next month\'s OBET.

Know your way around

Check in

As you enter through the main entrance, the first thing you\'ll see is probably the cloak room ( Garderobe ). After checking your coat and bags, you\'ll proceed to a sometimes long series of desks or stands to get your attendee badge. If your company hasn\'t already prepaid your attendance, you\'ll have the opportunity to settle the bill here as well. If you\'ve been selected to help man the booth, look for a section of desks labelled Exhibitors. An exhibitor badge usually gives you open access to the tradeshow floor and dining areas, but does not allow you to attend educational sessions and events intended for paying customers. After receiving your badge, don\'t forget to look for the freebies area, where the tradeshow sponsors often give away backpacks, t-shirts, luggage and tradeshow materials such as catalogues and CDs for free upon presentation of your badge.

After completing the visitor registration process, look for signage directing you to the destination you\'re looking for. In many cases you\'ll need to walk through the tradeshow floor in the main exhibition hall to get to other destinations such as presentation, session and dining areas.

The exhibition space

On the tradeshow floor, you\'ll usually find an ocean of booths arranged in a grid pattern with large aisles in between to allow for visitor traffic. Here, the full use of display space, overhead display areas and product banners can make you feel like you\'ve fallen into a labyrinth. The use of colour, music and sound can be at first disorienting, as one area in the tradeshow will begin to feel like every other. Be sure to look for the tradeshow booth directory you should have received during check in. Directories are also usually available at information booths (or simply laying on tables) located on the edge of the exhibition space.

As you walk down any given aisle, you\'ll notice on closer look that each booth actually looks very different. Companies use coordinated colours, intelligent layouts, compelling designs, light boxes, music and announcers to draw visitors into their booths. Some even outfit their display spaces with expensive furniture, create comfortable-looking conference areas, supply workshop spaces, provide computer access and give away mugs, t-shirts and toys.

If you\'re like most visitors, you\'ll go into this situation feeling like a duck during duck season. The fear of being roped into a sales pitch reduces your desire to browse. Many walk quickly across the exhibition floor, trying to avoid direct eye contact and making every effort to appear engaged with a partner in conversation. This is, unfortunately, a good way to miss most of what\'s going on in your industry. A tradeshow is about much more than the information available in the presentations, sessions and keynote addresses. Exhibitors have spent considerable sums of money developing products that are in tune with the times. Even if you don\'t want to buy, you can learn a lot from these vendors, who - in the interests of finding a customer - will be happy to extol the virtues of their offerings and give you more free information about what\'s hap pening and what\'s important to know in your industry than high-paid consultants will tell you back in the office.

Know what to say at a booth to learn more about your industry

Taking the time to visit booths pays! Here is where vendors anxious to sell something will eagerly provide you with free information about:
  • Important trends

  • Useful products you didn\'t know about
    that will save you time, money and

  • New ideas and approaches you can
    use on the job

  • Upcoming developments that will allow
    you to wait and avoid buying or doing
    the wrong things today

  • News about your field that has yet to
    be announced

  • Where the next big career opportuni¬
    ties in your industry may be
You simply need to know how to start a conversation on the right foot, what to ask and how to professionally extract yourself from the conversation after you\'ve heard ( or had ) enough.

Chatting with vendors in booths also gives you a way to exhaustively practise and improve your English with people you\'ll probably never see again. Sharpen your skills!

Starting a conversation

Exhibitors are not likely to open up to tyre kickers. They\'re looking for decision makers they can classify as qualified leads or others they can classify as decision influencers. If you want information, you need to behave as if you\'re in one of these groups. You can do this no matter what title is on your business card. It has more to do with how you position yourself than anything else. Follow these steps:

Introduce yourself and your company. It should be the first thing you say. The vendor will wait for you to do it. This identifies you as someone who is potentially serious. ( If you simply start asking questions or allow the vendor to take the reins from the start, he may pounce on you with a sales pitch or brand you as a tyre kicker and try to get rid of you by giving you very short answers. If your job title appears to be something other than a decision maker\'s business title, try using some of these magic words:

I\'ve been sent to the show to take a look at offerings that may help us achieve some of this year\'s goals faster.

I\'ve been asked to identify two potential suppliers of data security software for my manager, who must complete a project in this area by the end of this year.

Tell the vendor about one of your company\'s goals and ask him if he believes his company could help and how.

At [YourCompany], we need to / we\'re trying to ... Do you offer any products or services that can help us in this area?

While the vendor is talking about his offerings, he will ask you questions. If you don\'t have the answers, try some of these responses:

I\'m sorry, that\'s where I\'d have to get our technical people involved.

I\'m sorry, that\'s something our CIO Brandon Scott would have to answer.

I believe ...

You need to ask questions that sound like you\'re qualifying the vendor as well or he won\'t take you seriously. The questions every serious prospect asks are:

Does your company have a lot of experience helping customers solve the kind of problem we have?

How many customers have you helped in the last year?

How many copies of this product have you sold in the last year?

What is the average length of engagement?

After your \"sales conversation\", be sure to ask the questions you would like answered. General questions might take the following form:

Where does your firm plan to take this product in the next year?

Where do you see the industry going?

Do you believe the need for this product/ service will be increasing and how/why?

Does your company believe there will be a shortage of... in the future?

What do you believe will be the main problem areas for customers in the coming year?

Have you been finding it hard to hire good talent?

Extracting yourself from the conversation

If you\'ve pumped a vendor for information, it\'s rude to start tapping your feet during your conversation or gaping from tedium. If you feel boredom setting in, end the conversation. The following phrases will help you do it gracefully:

( Looking at your watch or mobile phone ): I\'m sorry, but I\'m afraid I\'ll have to cut our conversation short.

I have to meet with my manager/staff in 10 minutes.

There\'s a presentation/session starting in 15 minutes I don\'t want to miss.

I want to get a bite to eat before they close the dining area.

I have to meet a colleague in 5 minutes.

Thank you very much for your time and the useful information.

Could I take some of your materials with me ? Can you help me quickly select the ones that would be best?

Here\'s my card. I\'ll let you know if we\'d like to move forward with your products/services. Feel free to send me additional information and keep me up to date.

Schlagwörter: Geschäftsreise auf Englisch, Englisch Geschäftsreise, Business Trip Englisch, Messe auf Englisch, Messe Englisch, Trade Englisch

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