As I get myself ready to exhibit at the upcoming NYC Real Estate Expo (www.nycrealestateexpo.com) on October 30th, I am reminded of the following trade show tips.
Set clear goals for your trade show participation What do you want to get out of it? Do you expect to sell a particular amount of inventory at the trade show, or expect to become known to a certain number of wholesale suppliers? Are you focusing on promotion or hoping to launch a new product? You can have more than one goal, of course, but the point is that you need to be clear about what your participation in the trade show is going to achieve.
Plan your exhibit in terms of your audience
Who is it that you’re targeting with your trade show display? Retail customers? Wholesale buyers? Other businesses in your industry? Different audiences “shop” trade shows differently, and have different needs.
Messages to Remember Whether your goal is brand-building or sales-making, everyone on your trade show team should know how to answer any attendee’s questions. Here are six phrases to eliminate and six to adopt — to help create winning relationships from trade show contacts. (Source: Incomm Center for Trade Show Research)
Phrases to avoid:
I don’t know.
We don’t do that.
Just a minute. I’ll be with you.
Our policy is…
No.
You have to call…
Phrases to adopt:
Let me find out for you.
Let me see how we can help.
Are you able to wait for a minute so I can find someone to help you?
In most instances we can…
We may not be able to, but I will be happy
to find out.
We recommend, or we suggest you…
Explode Your Leads With Dynamite Sticky Handouts One of the very best ways to make sure your trade show booth handouts don’t get thrown away but will stick is to put an offer or coupon of some kind in them. Coupons that a person can use after the trade show event practically guarantee your handouts won’t get thrown away. After all, your customers will want to use the coupons! (Source: Patty Stripes)
Create a Booth that Makes Visitors Feel Comfortable Make it easy for booth visitors to enter your space and obtain the information they desire. Many booths are designed as barriers with tables between you and your potential customers. A U-shaped trade show space removes the barriers between booth operator and visitor and encourages exchange. If visitors are comfortable and want to enter your booth, it is more likely they’ll listen to your sales pitch and your show will generate better success.
Whom To Send
When choosing booth staff, keep in mind personalities. Someone who interacts well with strangers, has a high energy level, is articulate, outgoing, and knows how to dress and act professionally is going to benefit your company’s image. Send your best “people people,” not your best engineers or product managers. While anyone staffing your booth should have adequate knowledge of your product, knowledge is of little value if your representatives won’t take the initiative and talk to visitors. The bottom line is that dress and professional appearance in your booth staffers will outshine the physical appearance of your booth any day.
According to trade show industry resources, up to 80% of trade show leads aren’t followed up.
Organize leads while still at the trade show.
Start tracking contacts and leads as you get them.
Start the follow-up process as soon as you get back to the office.
Have a follow-up “summit” in your office to review leads.
Make the first follow-up.
Do what you’ve promised – immediately.
Add all your new leads and contacts to your company’s mailing list and contact management system.
