Trade Show Techniques that Lead to Sales

Trade shows work. This form of marketing has been around from the time when mankind separated into hunters, farmers, fisherman and a host of other trades. Even in today’s high-tech world, the face-to-face contact made at trade shows trumps nearly every other form of marketing as an efficient way to introduce a business and products to new customers.

As old as this form of marketing is, most people have learned the nuances of trade shows the same way — by being thrust into a show.  Not wanting to suffer the discomfort of greenness, new exhibitors pattern everything they do after what others do — certainly not the best way to stand out on a crowded trade show floor.

Understanding the five elements of effective exhibiting can assure success in converting this form of marketing into sales and profits:

1.  First things first — pick the right show.  Trade show producers have a responsibility to sell the floor space, promote the event and draw an audience.  Relying on these salespeople to determine if their show is appropriate for your business can be a costly lesson.  The best practice would be to go to the show as an attendee and draw your own conclusions, but with some shows only happening one time per year, that isn’t always feasible.  Get a list of the previous show exhibitors, look for businesses that target your same market and talk to them before committing to being an exhibitor.

2.  Create an attention-getting display.  Think billboards not newspaper ads.  Poorly designed trade show graphics are as effective as hard to read billboards. There is no reason to include phone numbers and website addresses on a display. Effective signs efficiently explain who the business is and what solution to a need the business can solve.

3.  Prepare staff. Whether it’s a staff of one or many, understanding the goals and objectives are one of the keys to a successful show, including a social media component.  The marketing techniques will vary by the purpose. Businesses that are looking for prospective customers will focus their display, collateral and giveaways all toward engaging targeted prospects. Businesses that are seeking visibility will focus on drawing large numbers of people and don’t expect to engage in many meaningful conversations.  Set realistic goals, create and implement a plan to achieve them.

4.  Qualify prospects.  A qualified prospect is someone who has the financial resources, motivation and authority to make a purchase and gives their contact information and permission to follow-up.  Qualifying can only be accomplished by asking questions and listening to the responses.  The difference between qualifying prospects vs. merely collecting contact information will have a substantial impact on the successful completion of the last element.

5.  Establish effective follow-up. Follow-up in a timely manner to engage the qualified prospects in the next step of the sales process.  Successful trade show marketing programs result in sales.

Editor’s note: Jean Holewa is a speaker, trainer and consultant targeting owner-operated businesses with marketing strategies to maximize results of trade shows.

What kind of tips do you have for making a more meaningful and profitable trade show experience?

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