There are few marketing and / or sales opportunities which are more exciting than trade shows. The halls are bursting with excitement as you arrive with your trade show pop up display (you can visit The Display Outlet for some ideas) and set up in no time at all. There’s a positive buzz which lasts for the duration of the show and it gives businesses and sales people a terrific chance to meet up with existing customers and strengthen their working relationships, meet and greet new customers, rebrand their products, kick-start a promotion, expand into new areas . . . the possibilities are endless.
In order to really make the most of the opportunity there are a few sales rules which must be adhered to – they can make all the difference.
You may be surprised to hear that it’s not a good idea to lead with discounts. Rather than selling trade space at a discount it’s a good idea to suggest that things will get more expensive as the date of the show approaches, not to mention the price of booths, hotels, air fares, freight and all of the necessary installations to make a great booth. Don’t de-value your trade show – sell it at its worth.
Know your customers. You need to know what they do, what they make, where they are based and know how attending your trade show will be of benefit to them. You need to tie in a connection with their business and the targeted buying audience at the trade show. A little understanding of this before you dial in a number can make a world of difference down the line.
Know the other events they attend. This can help you to paint a picture of their business, their marketing campaigns and their needs. They may be a former exhibitor who has not returned for a while – you may need to find out the reasons why, there might even be a little bad blood for you to overcome. You also need to have a good knowledge of what and where their direct competitors are exhibiting – that’s always a great way to really drive the conversation home.
Know about your product – you are not selling booth space, you are selling a concept, an opportunity to sell their products to a select and focused buying audience. You need to have lots of information at your fingertips – introductory rates, show growth history, audience demographics, media attention, industry partnerships and similar.
Some new customers may be unfamiliar with the way that trade shows work, the potential numbers of lead generation etc. If this is the case then you should lead them through the conversation step by step and be sure to point out all of the benefits they can enjoy – and the benefits which their competitors have already been enjoying.
If they are afraid of the amount of investment needed to set up an impressive trade show stand then point out how a trade show pop up display can help them to create an outstanding display yet will be remarkably easy to transport, set up and take down again at the end of the show. Many of the most successful trade show stands can be erected and dismantled in only a few minutes without the need for specialist tools or additional labor. All of these pieces of information can help to swing the balance in your favor when you are marketing to new businesses for your forthcoming trade show.
A trade show provides the perfect opportunity to gather countless leads and sales – they really are worth all of the time and effort which goes into them.