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How is Sales at a Trade Show Different?

 

Following up on a recent Blog question regarding Trade Shows, I thought it would be a great idea to discuss how Trade Show Sales is different from working day to day in your territory.  Over the years I have had so many people interested in Trades Show exhibiting and shy away saying, "we plan to walk the show and see what we think and maybe next time".  So Wrong!!!! 

 

 

A Trade Show will ALWAYS be productive IF you approach it with the right mind set.  You as a salesperson will make all of the difference.  As a trade show organizer for many years I watched people spend thousands to set up a booth and then when the show opened they sat in the back of their booth looking at their computers and looking about as unavailable as possible.  IF some attendee was brave enough to walk in their booth they certainly were not prepared to sell them.  They were one and done exhibitors.  They would be the clients I had that would no doubt talk down the show and refuse to exhibit in the future.

 

They did nothing to help themselves.  I always wondered what their expectation was.  Set up a booth and orders would just fall onto the tables without any effort put forth?

 

At the other end of the spectrum we had exhibitors that thought through the attendee experience in their booth.  They would make their space inviting and attractive.  Their products would be presented in a way that would spur discussion and interest.  Not just a logo and a desk...

 

Here are my top 10 things that make or break a Trade Show Booth

 

  1. Location, location, location - Make sure you plan ahead.  Check out my other Blog post on site selection at a Trade Show.
  2. Make your booth (or stand) inviting and informative.  If your product excels against the competition in a certain way, that is what you want to show in your booth.  Don't assume anyone walking by knows anything about you or your products.
  3. Staff your booth correctly.  You need to make sure you have enough people in the booth (or stand) to handle talking to multiple people when the show is busy.  In most cases, if an exhibitor gets a couple of new clients the event will be successful.  Such a tragedy to be talking to one client only to see the one client you have been dreaming about talking to, walk by because you were too busy to talk to them.
  4. Salespeople make the best front line workers.  Managers who never approach clients or people unaccustomed to talking with clients could do more damage.  
  5. Set goals for each day.  Just like working in the field understand what it will take to consider the day a win or loss.  Consider a contest between salespeople.  Most sales teams love the competition and recognition.
  6. Decide on what you want to accomplish.  As a trade show organizer we worked in our booth to encourage people to re-sign for the next event.  We had contracts to present and closed the deal on the spot.  Some companies seem resigned to just get "leads" but what is that really.  I always wanted to see my exhibitors inviting attendees to sit down, have a drink and discuss business and how they could work together to satisfy needs and collaborate.  I loved it when a company would bring a piece of machinery and sell it to someone at the show.
  7. Realize that as salespeople, you don't work in the booth (or stand).  You work in the isles in front of your stand.  Be active with people walking by.  Engage with them.  Ask them probing questions.  Ask them questions regarding their business that you KNOW your products will help if only they gave them a try.  Once they respond positively invite them to come into the booth (or stand) and then start your sales process (Chapter 7 in my Book!!!)
  8. Hospitality.  Make your space inviting and friendly.  Don't overload your space with salespeople that are just sitting around.  Stand up and be ready to discuss your products.  You are there to sell the potential clients walking by not entertain your sales team.

  9. Work as a team.  If a client walks in and perhaps is located in your colleagues territory, sell them anyway!!  Don't put them off or encourage them to come back - they won't.  Get the sale and hand it to your colleague.  Encourage your colleague to do the same for you in return!

  10. Make sure you collect as much information on each prospective client that touches your booth.  If they stopped by and showed interest but didn't commit, the clock is running.  Don't wait months to follow up.  Follow up the next week.  Don't let them forget about you!

 

Trade Shows are terrific opportunities to spark a lot of new business.  You will get out of them - what you put in.  If you try hard, you will likely have a good experience.

 

Good Selling!!