Trade Show Tips for Exhibitors

March 24, 2017 | Trade Show Tips Trade Shows

Planning to attend a trade show? Get the most profit out of your show by reviewing these trade show tips for exhibitors from the pros at Tradeshow-Planning.com!

…Prefer a Trade Show Training Course?

These tips come from Tradeshow Basecamp™, our online video course series. This training course offers a complete guide to having profitable sales conversations at trade shows and other sales events.

In our opinion, a list of trade show tips for exhibitors is not enough to prepare for a show. That’s why we created Tradeshow Basecamp™ which is a complete guide to working a trade show booth!

Prefer tips for now? Read on!

Tip #1: Always Be Active

Trade show exhibiting isn’t a spectator sport. Being a successful trade show exhibitor means always being active.

Being active should be your first priority when working a trade show booth. After all, the reason you are at a trade show is to sell! In Tradeshow Basecamp™, we teach how to have successful sales conversations at a trade show in Five Easy Steps. Being active starts with the very first step: The Icebreaker

Why do you need icebreakers? It’s your job to stop traffic at a trade show, and to actively start conversations that might lead to a sale! But, you might be thinking, isn’t that the marketing person’s job? Yes.. and no.

Tina Nicola, M.A.

Tina is the founder of Tradeshow-Planning.com and has been creating profitable marketing and exhibit strategies for startups, small businesses and nonprofits for over nineteen years. Her main goal is to broaden access to the techniques she has developed so anyone can benefit and improve exhibiting strategy, sales conversations and follow up.

Introducing…
Tradeshow Basecamp™

Our acclaimed course series, a complete program designed to help you have profitable trade shows. Get instant access to the full course series (101, 102, 103, 104).

Be fully prepared for your next event and earn your  Certified Tradeshow Basecamp Exhibitor™ (CTBE™) today!

Training a team? Check out our For Teams course series.

Introducing...Tradeshow Basecamp™

In an ideal world, great pre-show marketing and good exhibit location will keep traffic pouring into your booth all day long. But that’s not the experience of most trade show exhibitors. Instead, show attendees often meander past. Few may glance your exhibit’s direction and fewer yet boldly march into the exhibit space.

That’s why an active trade show training plan must start with the Icebreaker. Here’s how you do it:

  • Stand at the edge of your exhibit.
  • Smile often, look open and friendly.
  • Ask open-ended questions to attendees passing by to get them to stop and talk to you!
  • Even a question like “What are you looking for at the show?” will work.
  • Are people already in your exhibit? Talk to them! Don’t wait for a potential customer to initiate conversation with you.
  • Check out our article on sales Icebreakers to learn more about crafting effective Icebreakers.

Trade Show Tips for Exhibitors #2: Don’t launch into a sales ‘pitch’

You’ve stopped a person with an Icebreaker. You’ve introduced yourself with a Quick Intro. Now what?

Don’t launch into a ‘sales pitch’ after you start a conversation with a potential lead. Instead, briefly introduce yourself. Then, start asking THEM short questions to gather sales information. In Tradeshow Basecamp™, this is called the Lead Interview.

Any conversation with a potential customer should include what we call the Quick Intro. Unfortunately, inexperienced trade show exhibitors often take this opportunity to launch into a lengthy sales ‘pitch.’ This kind of pitches loses the customer’s interest. Big mistake! After all, no one likes being talked at.

Instead, make your Quick Intro 2-3 sentences and less than 10 seconds long. You are just keeping the conversation going. Include your name and something interesting about your product or company, like this:

I’m Julia. I’m here sharing samples of [Company]’s new organic cereal.

Then, move into Step #3 of your direct sales strategy: The Lead Interview.

The Lead Interview is your chance to find out if the person you started a conversation with is a good lead! Ask short, strategic questions to find out if the person is likely to buy from you. Respond with short, relevant information about your solution or company. This is a type of active listening, and it leads to more sales.

Does your team know the five easy steps to profitable trade show conversations?

Do they know the difference between active and passive exhibiting?

How to effectively qualify leads?

If you answered no to any of these questions, you need Tradeshow Basecamp™!

Trade Show Tips for Exhibitors #3: Know your sales goals.

All trade show conversations should be focused on meeting one or more specific sales goals.

Decide on these sales goals before the trade show. Sales goals include making a sale, but also should include other goals that move potential customers closer to a sale.

Here are examples of specific sales goals:

  • Make the sale (sell off the show floor)
  • Sign a sales contract with your lead
  • Get contact information for a colleague for follow-up after the trade show
  • Complete price quotes
  • Schedule a demo
  • Share a product sample

Consider your customer’s journey to purchase when creating sales goals for the trade show. This journey is known as the Sales Funnel.

Do most customers need to see a demo before making a purchase? In that case, one of your sales goals should be signing up for a demo! Do customers look for unbiased reviews of your product before buying? Make sharing these customer reviews via a website link or a handout one of your sales goals!

Most importantly, get contact information! It’s surprising how many trade show exhibitors forget to ask for contact information at the end of a conversation with a good lead.

Learn more about Trade Show Tips for Exhibitors with our complete guide…

Introducing…
Tradeshow Basecamp™

Our acclaimed course series, a complete program designed to help you have profitable trade shows. Get instant access to the full course series (101, 102, 103, 104).

Be fully prepared for your next event and earn your  Certified Tradeshow Basecamp Exhibitor™ (CTBE™) today!

Training a team? Check out our For Teams course series.

Introducing...Tradeshow Basecamp™

5.00 out of 5 stars

7 ratings

Let us know what you think...

1 Star2 Stars3 Stars4 Stars5 Stars
Loading...
Leave a Reply