Getting more from trade shows

More orders! More sales! More traffic! More inquiries!

Trade shows—one of the most time consuming, expensive, and even frustrating parts of our mar-keting mix. But, they also can be one of the most effective. With all the demands and work involved in trade shows, how can you be sure that you're getting the most for your investment? The answer lies in nine simple steps to more effective trade show selling.

Steps 1 through 4 make up the planning process. Here's where successful shows begin.

Step 1: Set objectives

Clear, realistic, and well-defined objectives establish the why's of exhibiting. They influence your choice of shows, the amount of space required, booth design, and booth staffing requirements.

Objectives help measure daily on-site performance. When the show is over, they also provide the means for evaluating the success or failure of the show.

Step 2: Buy enough space

You need room to display products, for sales personnel and prospects to stand and talk, for demonstrations. Too little space makes your booth appear cluttered. Too much space makes it appear uninteresting.

Step 3: Use simple graphics

Like your advertising, keep your graphics simple. Strong visuals and short copy attract your prospects' attention.

Step 4: Select your best sales people to work your booth and train them well

Your prospects have spent time and money to seek you out. You'll get more inquiries and more sales with a qualified staff that can handle all the questions. Booth staff are
more effective when they understand the objectives, the products, and the special techniques of trade selling.

Steps 5 through 7 make up the selling process, the at-show activity.

Step 5: Be approachable in the booth

Wear a friendly smile. Stand, don't sit. Prospects are more likely to stop if you are ready for action.

Step 6: Use demos and action

Demonstrations and action liven up the booth and attract prospects. Use them to explain your products and services and make sure everyone understands how the demos work.

Step 7: Get all the info

Qualify the prospect. Get the correct name, address, phone, interest, best time to follow-up. Write it all down, carefully and neatly.

The show's over. Time to follow-up and evaluate.

Step 8: Follow-up promptly

Mail the literature. Set up the appointments. Schedule the demos. Prepare the quotes. Do it all before your competition does.

Step 9: Evaluate results

This is the exciting part. Count the inquiries. Check the sales figures. Did you meet your objectives? If not, why not. Do you exhibit again next year? If you plan well, sell well, and follow-up and evaluate well, trade shows can be a cost effective and sales effective tool in your marketing mix.

Michael T. Brandt
July 2003

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Updated:
15-Jul-2003