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1 Task 1: ...
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2 Task 2: ...
Task 1: Making the Most of a Trade Show
Have you ever been an attendee at a conference and gone to the exhibit area? What baffles me is that when I'm a attendee and walk down the exhibit aisles, I see so much aloofness. Many of the vendors don't even look up because they are talking to their co-workers, checking their Blackberry or gazing deeply into their laptops.
Here are some good trade show tips that anyone can use to get the most out of a trade show:
Don't sit.
Vendors should be very proactive and accessible. The trade show environment is a tough one-long hours, often alone on a stand and with little interest from passsesby. However, if you are sitting, you look lazy and less approachable. Lead generating opportunities may pass you by and you will never know it.
Avoid chatting with other staff or co-workers.
If you are in the middle of the chat, show attendees will not even try to interrupt your conversation to ask for informaiton. The same goes for the cell phone: if you need to take a call, excuse yourself from the booth.
Live by 80/20 rule.
Listen 80 percent of teh time and talk 20 percent. Listen to the customer. Process what they need and want to know, and respond with relevant information. Wait, then ask if your response has adequately answered their question. If you're nervous, take a breath or two before speaking and then speak as clearly and concisely as possible.
Call them while they're hot.
Sales staff frequently makes the mistake of contacting leads from the trade show months after the show. Make sure your sales staff has extra time and incentive to follow up with all leads within days or, at most, a week of the show.
Offer some booth love.
Effectively utilize display accessories, banners, lighting, booth design, and materials to heighten visibility and drive sales. Have a couple of chairs available so that potential customers can sit for a few minutes whilst they talk to you. The may have been on their feet all day. If possible, offer tea or coffee.
Always be on.
You will only get one chance to make a first impression. Make sure you are as approachabe and professional as possible. Potential customers are looking at your booth and asking themselves both "Do I need what they have?" and "Do I want to do business with them?". You need to pass both tests.
Read the passage and decide whether the following statements are true (T)or false(F).
阅读材料参考翻译：
充分利用会展营销
你有过参加会展和亲临展区的经历吗？我作为参展观众走在展区过道时，令我困惑的是我看到了太多的冷漠。许多参展商代表甚至都不肯抬头看一眼，因为他们正在与同事交谈，查看黑莓手机或者专注地盯着自己的笔记本电脑。
下面是关于会展的几点小贴示，可以使你从会展中获得最大的收益。
不要坐着
参展商应该保持积极的心态，随时做好接待准备。会展环境是很艰苦的——漫长的时间，加之观众兴趣不高时，通常要独自待在展台。不过，如果你坐着，就会看上去懒散怠慢，让人不想接近。大好商机与你擦肩而过，你却茫然不知。
避免与其他工作人员或同事交谈
如果你在与他人聊天，参展观众就不愿打断你们的谈话，咨询信息。你通过手机通话的情形也是一样的：如果你真的需要接电话，那就先离开展台。
遵循80/20规则
用80％的时间去倾听，而用20％的时间交谈。倾听顾客的声音。处理他们的请求，提供相关资讯。耐心等待，之后询问你的回答是否令他们满意。如果你感到紧张，就在讲话之前深呼吸一两次，说话尽可能简洁清晰。
趁热打铁
营销人员常常在会展之后数月才与顾客联系，这是错误的。确保您的销售人员有额外的时间和动力在会展之后几日，至多一周内与所有潜在顾客建立联系。
在展位提供一些关爱
有效地利用展区装饰、横幅、照明、展位设计及宣传材料等提高识别度，促进销售。随时准备几把椅子，以便潜在客户可以坐下来与你谈上几分钟。他们可能有一整天没歇脚了。如果条件允许，准备一些茶水或咖啡。
时刻做好准备
你只有一次机会给人留下第一印象。你要尽量做到积极主动，专业有素。潜在客户看着你的展位在问自己这样两个问题：“我需要他们的产品或服务吗？”和“我想与他们做生意吗？”你需要能够通过这两个考验。
