Throughout the years, I have seen many vendors do a great job in working the trade show booth. Unfortunately, I have also seen some vendors do a horrible job. Last month, for example, I attended a local trade show, and when I got back to the office, I sent e-mails to the potential vendors that I met there for more information. Shockingly, many of them didn’t even reply, even after a second or third e-mail! Successful selling at a trade show depends upon two things: your products (how good are they versus the competition) and your personnel (how well your people represent your products). If you plan to exhibit at a trade show and want to stand out among the competition, here are some tips I would recommend:
- Research the trade show before you commit (I have seen too many vendors who should have not exhibited at a particular trade show).
- Send enough people to ensure adequate booth coverage throughout the show.
- Stress the value of friendly greetings, polite manners, and appropriate body language.
- Be sure to have someone on your team who can answer technical questions.
- Product demonstrations are a great way to draw a crowd. Make sure your team knows how to give an effective and engaging presentation (have them practice before the trade show).
- Establish a follow-up protocol for hot leads, promising prospects, and likely customers.
- Always remember to say Thank You to attendees for stopping by your booth. And don’t forget the free cookies!
