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With anything in life, business or personal, you will never get what you want unless you clearly define exactly what ‘’it’’ is. You need to get specific with your trade show goals—obviously you are there to get leads, but this is too broad. What are you hoping to accomplish at the show exactly? What do you want each staff member to accomplish in their time at the trade show? Are they to capture a certain number of leads or perform a specific number of demos?
Trade shows are particularly popular because it gives people an opportunity to get up close and personal with the products that they want or need; if your staff is not well-versed in your product line, you risk losing leads; lack of knowledge will produce a lack of confidence in working with your company. Make sure your staff knows them inside and out. They should be able to discuss at length features and benefits, costs, what products are most popular, your newest products, how your products compare to competitors, the cost and the next step in securing them.
Knowledge is power, and a deep understanding of customers is key to a successful interaction at the trade show. They must know the primary needs and problems of your target market; average company size; geographic location; primary concerns based on the person’s position in the company; industries you serve and the different needs of each industry. The better your staff knows the customers, the better they can serve their needs.
You are not at the trade show to make chit-chat; you are there to capture quality leads, establish relationships and make more sales. Proper lead capture is crucial and however you want to do it, make sure your staff knows exactly what is expected of them. If there is any specific information you want recorded with the attendee’s information, define said information. Examples might be how qualified the lead is, notes about customer problems and how your products or services can address it, and what next steps were decided upon by the staffer and the attendee.
Good demonstrations will increase interest in your products, so their importance cannot be overstated. They will make you stand out and help attendees remember you. Doing a quick run through a few hours before the show will not cut it—it will take practice to create an engaging and convincing demo. It needs to look easy and effortless and that can take work.
Trade show exhibitors usually have a range of promotions to lure attendees to their booth; make sure your staff is familiar with all of them. If you are giving out certain items to certain people, let them know who gets what. If you offered a free item to the first 50 people who mentioned a Facebook post or tweet, they need to know this. If you are offering special discounts or having some sort of contest, they need to be in the loop. Failure to know about all the different promotions can create disconnect, which may lose you business.
Kelli Cooper is a freelance writer who blogs about all things trade shows; she recommends you click here for more information on displays and other trade show products.
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