Getting Results At Trade Shows
(By Gil Gerretsen) At a trade show or exposition, you can make sales presentations to five solid prospects per hour. This would often require a full day in the field, but ... the competition for the attendee's time is fierce!
Selecting the right event is critical. It doesn't necessarily make sense to participate in every show that comes your way. Before making any commitments, study the types of attendees and decide on your primary goal for your show. Do you want to sell now or sell later? Staff up accordingly.
The average trade show attendee visits about 25-35 exhibitors. Of the people visiting your booth, you will generally find that 80% were unknown to you or were not called on before. Of course, you won't "connect" with everyone stopping by, because 50% will not even stay for one minute, and only 10% will stay for more than 3 minutes. But identifying and working with the right prospects can be very profitable and cost effective.
Advance Preparation
Before you ever leave home, give your booth a facelift. How does it compare to others? Does it blend in too easily? Design it so prospects must walk in to see your product and pick up information. Keep it lightweight and pay close attention to lighting.
If you don't already own a booth, consider renting instead of buying one. Average booths last 3 - 5 years and may be quickly outmoded by new designs or technology.
Now consider this. About 3 of 4 attendees arrive with a list of exhibitors they plan to visit, but only 20% of exhibitors do any targeted pre-show marketing. Your odds of a successful outcome will be much greater if you do some advance marketing work.
One simple place to start is requesting a list of registered attendees before the show. Write to obvious prospects and invite them to visit your booth. For even better impact, consider sending an email or postcard three or four days before the show as your invitation. Be sure to include a map with directions to your booth.
Location Tips
Consider the following pointers in when selecting your location. Most people walk to the right when entering the hall and will skip the front and center exhibits. The corner locations attract attention from two aisles and will generate more interest. Avoid dead-end aisles, as well as spaces next to restrooms and food areas. Also stay away from spaces with columns or obstructions that might get in the way.
At The Show
Staff your booth effectively. Try to have at least two people working at all times. One should stand at the outside edge to welcome visitors and the other should be prepared to provide more detailed information. Limit booth duty to 2 hours on and 2 hours off, with hourly breaks to prevent fatigue and irritability.
Don't leave literature on a table or hand it out casually. Only give it to prospects after you have spoken with and qualified them. Mail more expensive information to them after the show, then follow-up. Don't give away cheap premiums to everyone who sets foot in your booth. Create a lasting impression with quality items tied to your product or message. If necessary, limit premiums to qualified prospects as a "momento" of their visit. Include a one page description of your product with all printed material. It is more likely to be read.
Take the offensive. Greet people passing by and invite them in. Don't prejudge people. Never start a conversation with "Can I help you?" or similar questions that can be answered with a simple yes or no. Introduce yourself and ask a leading question. (What do you do? What brings you to the show?) Prepare a dynamic 30-second verbal description of your offer. Use brochures or the product itself to illustrate your words.
Remember that loose items can disappear. Use locking cabinets or security cables and keep backups of critical items in your hotel room. Ship only in locked trunks and use a color-key or hard-to-decipher coding system rather than content labels.
Sales Tips
Wear standard business attire and comfortable shoes.
Arrive at least 15 minutes early and stay 15 minutes late each day.
Wear the name badge on your right side so the badge faces the prospect's face when you shake hands.
Don't carry on lengthy conversations with fellow staff or exhibitors.
Don't smoke, eat or drink, even when invited by a customer.
Never sit down. Be ready to help.
Use the first minute to qualify the prospect. Describe briefly how your product can satisfy their needs.
Ask about buying interest within five minutes. (Are you interested in this? Do you think what we have fits your needs?)
If an attendee comes to your booth to complain, lead him to an area which is out of hearing range of other prospects.
Remain polite and professional.
Save busy hours to prospect for new customers. Schedule appointments with current customers during times when the show floor is less active.
Do the paperwork for leads or orders right away.
Schedule a short daily meeting so that your sales staff can get answers to problems that have surfaced during the course of the event.
Send follow-up notes within a week.
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