Back to the Basics of Trade Show Marketing

Not all things work for all people. Don’t fall into the trap of believing there is only one right way to sell at trade shows. I suggest listening to and reading all the data available and picking the information that suits the personality of your organization. Then remain flexible and plan for contingencies. Develop an in-house training program to help your sales force overcome trade show sales fright. Practice conventional selling skills until your booth personnel feel 100 percent comfortable. Above all, remember the old saying, “‘Like me, like my product. ” People buy from people they like, and a trade show is an ideal opportunity to establish a buying relationship.

You’ve got to make people feel good about spending their money. Let the prospects know their business is important to your company. Ask the right questions and listen. If you’ve asked the right questions, you’ll get the answers you need to sell the product or service your customer wants to buy.

A trade show is exactly that, a show, and your product is the star. Don’t bring everything you ever made or every piece of literature in the warehouse to the show. Keep it simple. Feature your star products. Keep just enough literature on hand to provide to a prospect who requests it. Mall out literature with a cover letter to qualified prospects soon after the show. Remind your booth personnel that they are on show for as long as their booth duty lasts. Verbal communication stops at the end of a conversation, but nonverbal communication continues as long as you are within the prospect’s sight. Maintain a pleasant outgoing attitude throughout booth duty. A good night’s sleep, proper food and very comfortable shoes go a long maintaining a positive attitude.

If done right, a trade show is the most effective marketing tool a company can employ. Remember, your sales force can see more qualified prospects at a show than they would be able to meet in a whole month on the road. Your booth personnel will be talking to decision-makers who want to learn about and purchase products. A trade show is a wonderful opportunity…all you and your company have to do is take advantage of it!

Sondra Brewer is president of SONDRA BREWER COMMUNICATIONS, a firm which provides exhibitors with planning/ marketing and selling skills designed to capitalize on the opportunities created by the trade show industry. For more information please write: 1117 Crofton Ave., Highland Park, IL 60035, or call 312/432-1774

Eight Tips for Presenting a Positive Image at a Trade Show:

1. Feature your product…it’s the star.
2. Set reachable goals.
3. Staff the booth with your most outgoing salespeople.
4. Set reasonable booth duty hours.
5. Schedule a performance and goal review at the close of each show day.
6. After the show, make sure each prospect received the information he or she requested along with a thank-you cover letter.
7. If you manufacture a technical product, have a factory representative available to answer those tough questions.
8. Refrain from bringing everything you ever manufactured to the show.