Trade shows or exhibitions are extremely crucial for salespeople.
You cannot deny its importance for lead generation and creating a web of contacts for future use. If you grab this opportunity it can offer you a whole lot of leads which if handled properly will turn into your customers.
Think of it, you have a chance of getting hold of hundreds and thousands of contacts at a single showground and establish your company as a brand.
How do you make the most of this occasion and gain your sales goals?
Whether you are attending such an exhibition for the first time or you are a regular exhibitor, make sure you strictly adhere to these established ways to have the edge.
What is my 3 step formula?
The Groundwork - What to do beforehand
Research. Prepare. Plan.
The Event Etiquettes
Present. Behave. Communicate.
The later work
Sort. Followup. Deal.
The Groundwork - What to do beforehand
Is this for you? Research.
Rifle through the cartulary of the exhibition and the sorts of companies attending the same.
Does your product cater to their needs?
Which specific feature of your product will be a benefit for that explicit industry?
When you have a clear picture of this, you know how to attract prospects by advertising the right feature.
Know what all will be happening at the exhibit; the sessions, the schedules, and the networking seminars. Know exactly what to expect and what to target on which day. When you have decided to place a booth at the exhibition, get conversant with the agendas of the exhibition.
Be on the ball
Remember “By failing to prepare, you are preparing to fail”.
Being ready is a must you just couldn’t and shouldn’t avoid.
Know your product inside out. Be ready to be on the top of your game. Plan the whole thing.
When you have a detailed schema of what to do and how to do, you are halfway there.
Strategize some unique ways to stand out from the crowd.
If it’s your first time, question your seniors, know the tricky circumstances and have a solution ready at hand.
Trade sales are extremely tedious and will be draining you physically and mentally. Be ready for the same.
Remember, here you are dealing with thousands of competitors and you are on the battlefield. Take out your best armour!
Be equipped with your exhibit gears
When you are confident about how you are going to project your product, you will know what things you are going to require. List them and have them handy.
Also, there are some formal documents that you must carry; like your personal ID, marketing collateral, registration codes, business cards and also phone, laptops, chargers, etc.
Avoid last-minute hassles and be manageable.
Advertise your presence
Though you will be targeting mostly new leads in the exhibition, notifying your clients about your attendance will help.
You can do this by putting info in your regular emails some days prior to the show.
Make sure to mention your booth number and urge them to meet you there.
The Event Etiquettes
Be presentable
First impressions take you far. Being presentable is of paramount prominence.
Stick to formals for attire. Avoid any experimentation with the clothing.
You should stand out due to your product, not your dressing gimmicks. Have your attire planned for each day.
A well-groomed and presentable face is always approachable. Remember, that suit of armour of yours should be shining!
Behavioral Do’s and Don’ts
Your attitude at the booth will decide how you engage the lead and make an impression.
Be preemptive, eager, amicable and equally professional. Some simple protocols can make wonders.
Be responsible, for your demeanour will be projected as your company’s culture. And you don’t want to mess with that.
Limit your mobile use. Avoid unnecessary chatter. Food or beverages at the booth are a strict no! Be attentive to each attendee who shows interest.
Communication tactics
Introduce yourself and your company very clearly. Break that ice with the right questions.
When you are communicating with a possible lead, make sure you know what he demands.
Be specific about what your product has to offer that can be an asset to them. Avoid unnecessary tête-à-têtes.
Time-saving precise conversations will be appreciated and remembered.
Note it down
Interacting with hundreds of people throughout the day and more will be strenuous. At the end of the day, you will have a multitude of business cards.
It is almost impossible to clearly recall which attendee was an immediate lead or what specific inquiry any particular person demanded.
Also, while networking you may come up with a brilliant inkling which you don’t want to miss out. Write it down. Whether on a notepad or an IPad…just put it somewhere to get back to it later.
The later work
Identify immediate prospects
When you are done for the day, you have got a pack of business cards at your disposal.
Sorting out the immediate leads and the possible prospects will help. Don’t delay this task and plan your next move.
Quick follow up
“80% of tradeshow leads are never followed up.”
– Center for Exhibition Industry Research (CEIR)
Now that is a huge percentage. Do not repeat these mistakes.
Shoot those emails before anyone else does. Be prompt.
Let the lead know you mean serious business and are ready for it.
This will be you actually monetizing all the hard work you have put for the trade show. Go for regular follow up and seal the deal.
Be keen and make the most of the sales trades and exhibitions.
Final Thoughts
This 3 step formula for a successful exhibition is a list of quick tips which I have gathered with the personal experiences of our salespeople.
Share your experiences with me. Let’s grow together!
Please let me know your feedback. Your insights are valuable, always!
Feel free to share this article.
All the very best, salespeople. Seize and shine!
