Experiential company, Zest, are launching a new service for 2013, an exhibition staffing solution which consists of a team of exhibition experts trained in their unique 5 step engagement process. This unique process was designed to overcome the well known “client repellent committee” that many exhibition stands seem to have.

Each experienced exhibition staffer has undergone a special training session which enables them to hand over prepped and qualified prospects to the core team of their employer. Here, in brief, is the 5 step process:-

1 Stop - Specifically designed engaging techniques to stop the visitor from walking and to start them talking.
2. Engage - Get the prospect into a conversation that feels organic and enjoyable.
3. Introduce - Subtly control the conversation and introduce the product or service.
4. Qualify - Find out if the prospect has buying power
5. Deliver - Pass the prospect over to the relevant member of the sales team

Zest Managing Director, Jeff Shrimpton, said “We’re really excited about this new service. We’ve been trialling our 5 step process all last year and we have honed it to perfection, it really works. The reason we created it should be obvious to anyone who has been to an exhibition, you can walk around the exhibition hall and be ignored by almost everyone. In fact research shows that only 6% of people get approached, on average. We wanted to approach people in a way that didn’t frighten them off or make them feel uncomfortable, but brought them into an enjoyable conversation that would lead towards them getting some information about the products for sale. We think we can massively increase the amount of prospects the core sales team speak to whilst doing all the hard work for them.

“The service is also cost effective because if a company uses it, they won’t need all the gimmicks and promotional giveaways that most exhibitors use, or hide behind, to draw people in. We rely on good solid communications skills, after all isn’t that why people exhibit?.....To talk to people, not to give them ice creams or branded coffee cups!”

This back-to-basics approach could be just what the industry needs, visitors have grown tired of all the gimmicks that exhibitors use to drag them to their stands. They come to the exhibition to buy or get information, but being British they’re sometimes just a little too reserved to ask.

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