Most companies, even small businesses, have occasion to attend a trade or industry show. Ordinarily, these shows and conventions are held in very appealing locations. For that reason they are a popular event among sales staff. Many reps view them as a good excuse for a beach trip during winter or to catch the latest Vegas show. However, smart small business owners understand the real reasons which make them an important component of any marketing plan.
Attendance at trade shows provides multiple benefits. The ability to sell to a large group of prospects in one place is the obvious one. Lesser understood is the importance of networking with peers and competitors. Valuable competitive intelligence can be gleaned through casual conversations with competitors and vendors servicing multiple parties in the same space. This intelligence can assist your market analysis and product pricing decisions. Do not ignore this valuable aspect of trade show attendance.
It is important to have an attractive and eye catching booth. There is intense competition at larger shows for the attention of the crowds. Using color in everything from your business cards to your poster printing is important. A monochromatic booth and associated sales copy will typically just gather dust. Poster printing allows for deployment of posters in a wide area around the show driving more traffic to your booth.
Your sales reps need to be in a particular sales mode during trade shows. They need to understand that their prospects, much as themselves, view the event as a quasi vacation. Prospects are not in a mind frame to be bombarded with detailed spreadsheets and volumes of information. That can come later. At the trade show it is best to stay within the psychology of the attendees and make interacting with your booth fun. The many leads generated can be followed up with a more detailed sales effort.
It is almost assumed today that each exhibitor has some form of promotional item to hand out to the crowds. There are several things to consider when selecting your items. You want to pick something durable. The longer it is around, the more eyeballs that see it. Color is important as well. Make the item useful to those in your industry as opposed to a generic cheap gadget. A shoddy item does not speak well of the company distributing it.
It is very important to follow up after the event. Most often, only initial discussions occur at the actual show. The sales process only really begins once the booth is packed up and shipped home. Many sales reps let all the business cards collected just sit in a drawer. This represents a complete waste of your marketing dollars. Ensure all attendees have a plan for post show follow up.
Trade shows are both fun and productive. However, it is necessary to ensure your staff remains focus and follows a predetermined plan. Take advantage of both the selling and networking opportunities. A smart trade show strategy will provide for significant ROI on the significant expenses attendance incurs.
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Published By: Indocquent.com- An online resource where you can promote your business, products and services around the world.
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