李红英会展英语Chapter 5Section IV Reading

Text----ExhibitionandItsClassificationWarm-upDialoguesWritingReadingSectionIV.ExtensiveReadingImportantWords&ExpressionsExercisesBoothstaffselectionisthesinglemostimportantfactorinyourexhibitingsuccess.Morethangraphics,signage,literature,giveaways,oranyothervariable,itisthepeopleyouputontheshowfloorthatinfluencevisitor’sopinionofyourorganization.Theyareyourambassadors,representingyourcompanyforthewholeworldtosee.ItisimpossibletostressenoughhowcrucialWarm-upDialoguesWritingReadingSectionIV.ExtensiveReadingAvoidBoothStaffDuds:EssentialQuestionsYouHavetoAskThefollowingisadvicetocompaniesonhowtoselectandtrainstaffforanexhibitionstand.Howwouldyoumeasureupforthejob?yourteamistoyouroverallsuccess.Toensureatopnotchperformance,beginpreparingyourboothteamfourtosixmonthspriortotheevent.Youwillneedtheanswerstothefollowingquestions:1.Howmanypeopleareneededtostaffthebooth﹖Anumberofvariablesneedtobeconsidered.Howbigisyourexhibit﹖Howlongistheshow﹖Willyouneedemployeestogiveproductdemonstrations,workthehospitalitysuite,teachseminars,orsupervisecontests﹖Ensureyouhaveenoughstaffingtohaveyourboothmannedatalltimes,whilegivingyourteamabreakeveryfourtosixhours.Noonecanbe‘on’fortwelvehoursatatime.Warm-upDialoguesWritingReading2.Whoarethebestpeopletorepresenttheorganization﹖Workingatradeshowrequiresauniquemixofskills.Youwantemployeeswithexcellentproductknowledge,superlativepeopleskills,“killer”salesinstincts,andawarm,engagingpersonality.Thesepeopleshouldbemotivatedself-starters,abletothinkontheirfeetandworkwithlittleornodirection.3.Hasstafftrainingbeenorganized﹖Toensuresuccess,prepareyourteamwithalltheskillsandtoolstheyneed.Trainingshouldcoverassessingvisitortypes,askingqualifyingquestions,handlingdifficultattendees,leadgenerationandfollowup,andmanyotherfactors.Warm-upDialoguesWritingReading4.Hasapre-showmeetingbeenscheduled﹖Pre-showmeetingsplayacriticalroleinensuringthatyourteamunderstandstheirgoalsandobjectives,expectedrolesandduties,andareadequatelysuppliedwithbackgroundknowledgetohandleanyunexpectedsurprises.Usethistimetoclarifyanyareasofconfusionandtoaddressanystaffconcerns.5.Istheboothteamfamiliarwiththeproductsorservicesbeingdisplayed﹖Toeffectivelysellproducts,youneedtohaveathorough,completeproductknowledge.Toomanytimes,Warm-upDialoguesWritingReadingorganizationssendoutrookieemployeeswhoonlypossessrudimentaryknowledge.Thisisfrustratingforattendees,whowon’tcomebacktofindanotheremployeewhomighthaveananswer—they’llgotothecompetitioninstead.6.Hasapracticedemonstrationsessionbeenorganized﹖Neverassumethatyouremployeesknowhowtousetheproductsthattheysell.Itisentirelypossiblethattheyarenotcompletelyfamiliarwitheveryfeature,especiallyifyouareintroducinganewproduct.Takethetimetothoroughlytrainyourteam,andhavethempracticedemonstratingtheproducttofamiliarizethemselveswiththeshowfloorroutine.Warm-upDialoguesWritingReading7.Willatechnicalrepresentativebeavailabletoanswerquestions﹖Dependingonyourproduct/serviceline,itmaybeentirelyappropriatetosendatechnicalrepresentativetohandlespecificproductquestions.Trainthispersoninthebasicsofsalesmanship,butkeeptheirdutieslargelyrelegatedtoprovidingtechnicalanswers.Makesuretheyareawareofthepossibilityoftradeshowespionage,topreventthemfromsharingtoomuchinformation.8.Hasadresscodebeenestablished﹖Warm-upDialoguesWritingReadingWellbeforeyouarriveattheevent,adresscodeshouldbeestablished.Uniformsmaybeappropriateforyourcompany,butiftheyarenot,clearlyspecifywhatyouwantyourteamtobewearing.“Casualbusiness”givesfartoomuchleeway.Instead,spellout“Blacktrousersorskirt,whiteshirt,blackblazer,redtie”ortheequivalent.9.Havebadgesbeenorderedforallboothpersonnel﹖Everyoneonyourteamneedsabadgetoentertheshowfloor,accesshospitalityareas,andmovefreelyabout.Orderthesebadgeswellaheadoftime,sothatanyerrorsoromissionscanberemediedinatimelyfashion.Warm-upDialoguesWritingReading10.Doboothpersonnelhavesufficientbusinesscards﹖Itisamazinghowmanybusinesscardsyoucanhandoutduringthecourseofonetradeshow.Makesureyourteamisadequatelyprepared.11.Hasaboothschedulebeenplanned﹖Acompleteschedulewillcovereverymomentfromshowarrivaltodeparture,includingwhowillbestaffingthebooth,breaktimes,technicalsupportandassortedresponsibilities.Itmaybeagoodideatoinclude‘checkin’timeintotheschedule,sosalespeopleactingasboothstaffcancheckmessagesbackatthehomeofficeandmakenecessaryphonecalls.Thiswillalleviateagreatdealofstaffanxiety.Warm-upDialoguesWritingReading12.Whowilloverseeboothinstallationanddismantling﹖Oftenoverlooked,thesetwoitemscanquicklybecomelogisticnightmaresifnooneispreparedtoaddressthem.Delegatetwopeopletothisdetail.Manyshoworganizersprovidethisserviceforafee,butyoumaystillwanttohavestaffmembersonhandsupervising.13.Doesthatpersonunderstandthemove-outprocedure﹖Someonehastoarrangeformovingtheexhibitoutoftheconventioncenter,ensuringitisproperlypacked,andcoordinateshippingthewholethingbacktothehomeoffice.Again,ateamshouldbeclearlydelegatedthisresponsibility,andprovidedwithallthetoolsandresourcesthey’llneedtosucceed.Warm-upDialoguesWritingReadingn.somethi