Trade show season is upon us and many companies are busy designing booths for the biggest events in their industries. There are several tactics that companies commonly use to lure traffic to their booth – food, interactive displays and games, and prize giveaways. But trade shows are only as valuable as you make them. If you actively engage attendees, you will identify new business prospects, re-connect with current customers and see a valuable return on your investment.
Consider these tips to make your trade show experience successful.
Perk up!
Grab some caffeine, get off your caboose and smile! Make eye contact with attendees and engage them in a conversation so they don’t stroll right on past your booth. Ask about their business. What is their role in the company? What are they looking to accomplish at the trade show? A knowledgeable sales person can explain how your products will meet their needs. You want customers to leave your booth with a positive impression that sets you apart from your competitors in the next aisle.Drive traffic to your booth.
Send a mailer to your current and prospective customers a few weeks before the event to alert them that you will be at the trade show. Include your booth number and a free admission ticket to increase your return rates. The customer may not place an order during the show but they’ll probably stop by and say hello. This gives your salespeople the chance to promote the company’s new products and services. Another strategy is to schedule meetings with key customers to ensure you make contact during the show. This will help exhibitors use their time more effectively.Turn off the phone.
Smart phones are a great way to stay connected while you’re out of the office, but if you spend more time responding to e-mails than chatting with attendees, you’re bound to miss valuable business opportunities. Plan a mid-morning and mid-afternoon break to check your messages, and then put the phone away and focus on the task at hand.Put down the food.
People will shy away from your booth if you’re finishing up lunch. Coordinate with your co-workers so everyone gets a chance to grab food without leaving the booth unattended. On that note, steer clear of messy foods or attendees will pay more attention to the stain on your shirt than your sales pitch.Measure your ROI.
There are entry fees, travel expenses and productivity costs associated with attending trade shows. How will you measure your return on investment? Identify your goals and objectives before the show. Do you want to identify 25 potential new customers or place 10 product orders? How will you reach your goals? Develop a sales strategy to ensure a more rewarding experience.When the trade show ends, the real work begins. Your efforts are all in vain if you fail to followup with prospects. It is critical that you make contact with potential customers within a week to increase your chance of closing the sale. Develop a plan to capitalize on this trade show season, put it into action and watch your business grow.
