I have attended dozens of trade shows in my career. Here’s what I learned from so many trips down the aisles.
Walk the showWalking the show gives you a chance to scope out new products and develop productive relationships.
Get the most out of your experience with these tips.
1. Dress the part. Stiffly new dress shoes can wreck your day, but do make an effort to look nice. You will be taken more seriously in slacks and a pressed shirt. If you and a team member are going, wear sharp uniform shirts to proudly represent your company.
2. What’s the point? You can’t see everything, so decide ahead of time what booths you want to visit and with whom you want to chat. You can plan meeting times before the show so you don’t miss the folks high on your list. Meanwhile, you can roam the show and be open to new ideas and experiences.
3. Savor the face time. Day to day, we don’t often spend time face to face. Be present when you meet with friends and business associates. That means leaving your phone in your pocket, and asking good questions and listening with your ears and eyes. Being interested in people is a surefire way to build relationships.
4. Pick a seminar. Show up a few minutes early and sit in the front row. Seminar teachers love engaging their students, so participate. This gives you a solid return on your investment of time and money.
Booth presenceHow you set up, host and interact at your booth is critical if you want to turn your show presence into increased sales.
Here are some tips.
1. Be welcoming and energetic. Encourage conversations with interesting displays, lively people and buzz. What’s happening in the industry and at the show? You should know – and share. Do not sit behind a table. Get rid of the table. Stand and deliver – and spend the extra cash for triple the padding under the carpet.
2. Befriend your booth neighbors. You might be spending the next few days together. Visit the surrounding booths and get to know the representatives and their goals for the show. You can do them a favor and offer to bring back a snack or a coffee. They may steer prospective customers to your booth, too.
3. Ask a question. One of my intentions at a recent show was to research accounting software. I approached the booth of a company I had heard many good things about and asked the sales rep to tell me about the product. For 15 minutes, he recited a laundry list of the technical features of the software. He could’ve asked, “What are you looking for?” or said, “Tell me about the accounting software you are using now.” After that, I noticed this sales blunder repeated as I walked the show and talked to others. Just one question can make the difference, make your show and make the sale.
4. Follow up. Build on the relationships developed at the show. Send “thank you” letters and friendly emails or pick up the phone. You may not see friends and business associates face to face for another year. Keep those faces in mind as you continue to extend your hand and voice.
People buy from people they like and trust. And they will pay more if what you offer solves their biggest challenges and presents awesome opportunities.
Have a rocking show!
Ellen Rohr is an author and business consultant who helps entrepreneurs start, fix and grow their businesses. She conducts a monthly webinar, and her books include “Where Did the Money Go?” and “The Bare Bones Weekend Biz Plan.” She can be reached at ellen@barebonesbiz.com.
