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Geschäftsreise auf Englisch - Bereit für die Messe II

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

Last month we began a review of typical tradeshow language and techniques designed to help you get more out of your tradeshow attendance. This month we complete our article by taking a focused look at the language used in many common tradeshow situations. In addition, we'll take a look at the language of seed-planting and present a few tips on what to avoid saying and doing.

What to say in common situations

Last month we presented language for learning about what a vendor has to offer. Sometimes, however, a vendor may speak out to you and try to pull you into the booth. You may have many reasons for not being interested at the moment (or ever). You may be on your way to a session or scheduled to meet friends, for example. Or perhaps you've already had a negative experience with the vendor and his offerings. Or maybe you simply have other priorities.

Everyone understands. But what no one understands is simply continuing to go about your business without turning your head, recognising that you've been addressed or saying anything in response. Simply put, such behaviour is rude. If the vendor should meet you later in another context, he'll attach this rudeness not only to you, but to your company as well. Consider the alternative of a friendly response and the impact it makes, and the proper response should be obvious. Despite this, simply walking by is an extremely common response, especially for attendees whose native language is not English and who prefer to avoid speaking situations with strangers.

On the tradeshow floor

Now that we've established that the correct action is to respond, here are a few phrases you can use to make the right impression without sacrificing your valuable time:

(Slowing down but still walking) I'm sorry, I'd like to hear about what you have to offer, but at the moment I'm on my way to ... I'll swing by later, OK?

(Stopping and going into the booth) Hi, I'm Rudiger Bloch from ATEX. Here's my card. I'm afraid I have an appointment in a few minutes, but I'm glad you reeled me in.

I would like to speak with you about your products. I'll try to stop by tomorrow morning. If I don't, feel free to call me next week.

(Stopping) Hi. I'm afraid I'm really not interested. I'm from Black Concrete Products. Last year we purchased a number of containers from you, and I'm sorry to say we found the quality to be less than desirable. We were also unable to work it out with your management. We decided to avoid working with your company in the future. I have to go, but I wish you luck at the show.

(Continuing to walk by) I spoke with you yesterday, thanks! You already have my card.


Excuse me, ...

I'm looking for the Rational Chemicals booth. Can you tell me where it is?

I'm afraid I'm a bit lost. I'm looking for the dining area. Is it in this exhibition hall, or is it in Hall A?

Can you tell me how to get to the dining facility?

I'm looking for a birds-of-a-feather session that's scheduled to take place in the East Atrium. Can you point me in the right direction?

Would you happen to know where the nearest Ladies'/Men's Room is?

In session

Excuse me...

Do you have an extra pen I could borrow?

I'm afraid I'm not as prepared as I thought I was. Could you spare a few sheets of paper?

Would you mind if I put my bag just here on the floor?

I need to take a quick break/to use the facilities. Would you mind watching my things for me?

Before and after presentations and workshops

I have to admit, that was much more informative than I thought it would be. What did you think?

Have you seen Robert/Mr Hayes/this speaker before? Does he allow questions at the end?

Questions and problems

I'm afraid I've misplaced my jacket somewhere. Could you tell me where I can find the Lost and Found?

Are there any areas where I can get wireless Internet access?

(At the booth) We're having a few problems with our business card scanner. Could you ask someone to swing by to take a look at it?

(At the booth) We seem to be missing a lit rack we ordered. Here's a copy of our order and the confirmation from the event management firm.

Opportunity creation

It's easy to talk about what you do and what your company does. But did you know that how you do it can send psychological signals to your conversation partner about whether you and your company are worth taking seriously or not?

An important element of these psychological signals is the ability to map what your partner needs to what you do. But here's the key: opportunities are created when it is discovered that a process can be improved, not when a product or solution maps perfectly to a problem.

It's a common belief that companies want to solve problems. This is true to a certain extent. However, it is erroneous to believe that a company wants the best product for its money. Perfect products and solutions can have hidden costs. What a company is really looking for is the best improvement for its money, and here they want the biggest splash in the shortest amount of time.

Asking questions about your conversation partner

Who do you work for?

What does your company do?

What products do you produce ?/ Do you sell any products I might know about?

Who typically uses your products?

What other products do you sell?

If I were a buyer, what would your product do for me?

What do you do for Matrix Cash Systems ?

Oh! That's very interesting.

That must keep you really busy. Do you travel a lot?

Where are most of your customers located?

Responding to questions about what you do

I work for Matrix Cash Systems.

We help customers streamline the process of accepting, counting and bringing money to the bank.

Our software MoneyStream helps users count money more accurately in a complex money management process. QuickCount is a money counting machine that works with the software.

Our typical customers are small businesses, mostly boutiques and people who run local events.

We offer a number of other accounting solutions that focus on improving efficiency and profitability. Have you heard about FastX?

Well, if you're a shop owner with a lot of customers or run an event with a large number of people, your cash-collection process can get quickly out of hand if you're not well organised. Most people think it sounds great to have piles of cash sitting around, but business owners know otherwise. Being organised makes it easier and faster to balance collected revenue against what has been sold and makes theft more difficult.

I'm a Customer Account Manager at Matrix. I'd say my main job is to keep customers happy.

I'm probably more on the road than I am at home, but the job lets me get to know people all over the country and meet new people nearly every day.

Matrix's customers are pretty much all over the world. My customers are all in Western Canada. I live in Edmonton, Alberta, so I'm pretty much centrally located.

Identifying opportunities and seed-planting

If you've been selected to attend a trade-show for your company, you might be thinking that identifying sales opportunities isn't your responsibility. Movers and shakers didn't get where they are with this attitude. Whether you want to get ahead, be perceived as a valuable asset to your company during a time of downsizing or simply score points with your boss, it's worth making the extra effort required to identify potential opportunities for your business. Being able to send valuable information about trends, potential partners, possible customers or valuable contacts into the sales process is sure to make a powerful impression - especially if your day-to-day job has nothing to do with sales or partnering.

Exploring for opportunities without selling

You don't have to sell someone something to identify an opportunity. Just ask more questions about what your conversation partner and his company are trying to accomplish.

What kinds of projects are you working on at the moment?

What are your current challenges?

When must all of this work be complete ?

Are you having trouble with ... ?

Yes, I know about that one. We have the same problem on every project.

Oh no. How are you planning to get around that one ?

Planting seeds

Planting the seeds of future sales is also something you can do without having to feel like you're trying to sell someone something. The trick here is to avoid being the salesperson yourself (even if you're in sales). This makes you look self-interested. Instead, agree to let "those in charge" determine if there is a fit. The indirect technique: simply hand your business card to your partner and say:

Here's my card. Just in case, I've written the number of someone at my company who's good at answering sales/ technical questions on the back.

Be sure you've noted the potential value of your offerings on the front. For example: "quality management process improvement and certification".

Just by handing your partner your card, you encourage him to hand you his without having to ask for it. If he doesn't offer it, don't ask for it (unless you're manning the booth). Instead, write down his name and company name. If in the course of conversation you've managed to eke out the name of the person who's in charge of a specific project, note that too.

What to avoid saying and doing

Here are a few tips that will help ensure the impression you leave is a good one:

  • Avoid talking about yourself or your
    company. Focus on your conversation
    partner at all times: smile, laugh, be
    friendly rather than formal, invite your
    partner for coffee, compliment your
    partner and introduce him to others.

  • If anyone says anything derogatory
    about your company or its products,
    don't let yourself get unhinged or be
    come defensive. Accept the criticism
    and promise to pass the feedback on
    within proper channels:

    I’ll have to pass that feedback on.

  • Avoid saying anything negative about:
    any company, any person, the competi
    tion, the tradeshow, the food and -
    in fact- anything at all.

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

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