You’re going to the trade show? Great! You’ve made a wise business decision. Whether exhibiting or attending, trade shows provide great opportunities for professionals, managers and business owners.
Attendees can see the latest products and services, meet face-to-face with vendors and learn new strategies for running their business better. Exhibitors get to showcase their products and services to a high volume audience, meet with current clients and create new business partnerships.
Exhibitor or Attendee, you’ll be spending valuable time and money to attend the show, so make the most of it by developing a well thought out plan.
Attendees:
Prior to the show, evaluate your businesses current and potential needs in the coming year. Without this simple first step, you won’t maximize your investment in attending.
Next, take a look at the exhibitor list, here a copy at this link.
Gain an understanding of each company attending. Visit their website to become familiar with the products they offer. They might have products or services you need, but not be showcasing at the show. With that web research, you can still ask them about your interests live and in person.
Make notes ahead of time. Jot down questions that you would like answered. Exhibitors are here for you. Don’t be afraid to tell exhibitors what’s missing from their product or service line up. Many times these exhibitors bring their CEOs, plant managers, engineers and developers to the shows, who really want to know. Both sides can win in such an exchange.
Some savvy pros call the company or their local rep and schedule an appointment at the show. Trust me. They’ll be glad to make time to sit down with you to discuss your needs.
Last, but certainly not least, plan to attend several of the informative industry-focused seminars during the show. Here’s a link to the list of the business building seminars at Louisville, as an example. You could pay thousands (and earn tens of thousands more!) from such training or information gathering, that will be available free during a trade show. You’ll gain valuable insight and proven strategies from industry professionals that know your business.
Exhibitors:
Pre Show preparation is so important.
Marketing staff need to understand the show attendees and tailor the booth, product selection and marketing materials accordingly.
Sales staff needs to know all this as well as have expert knowledge of the product, pricing and policies.
Make as many appointments as possible with current clients and qualified prospects. You’ll have better product displays and marketing materials, than on a typical sales call.
At The Show
Avoid clutter, look the part and know how everything works and where your marketing materials are.
When prospects approach, ask first before you sell. There’s no bigger turn off than someone who jumps into a sales pitch without knowing anything about your business. Understanding the prospects business is crucial to selling your solutions, or even knowing if what you have is a solution for their business.
Qualify leads immediately. Make notes on the back of cards, without falling into the trap of thinking that trade shows are just for collecting as many business cards as possible.
Don’t be afraid to ask for a close or at least a post show appointment. They might be in buying mode. Schedule prospects while you’re at the top of their mind.
Post Show
Simple. Don’t let HOT leads go cold. Follow up promptly. Touch base with everyone. You never know who will turn into business at some point in time.
Whether attending or exhibiting at a trade show, remember, be prepared and follow your plan. One good piece of information, introduction or meeting can mean great things for you and your business. But the facts are, that most trade shows will yield you numerous opportunities to grow your business and bottom line results. So don’t miss it!
FYI, for those who have not gone to a show like Louisville before, even though early online registration is closed, you can sign up free at the door for retailers, communities, builder/developers and installers. Take your business cards. Louisville may set a modern record this year, so join the excitement. Call Showways for more details at 770-355-0916 or see the links above.
By the way, I hope to see YOU in Louisville, we will be at booth #119, near the main entrance. # #
post by
Jeff Templeton
Business Development and Advertising
www.MHProNews.com
www.MHMarketingSalesManagement.com or www.MHMSM.com
Innovation – Information – Inspiration for Industry Professionals
Office – 954-217-2571
Cell – 954-593-8897