10 Tips to Maximize Show Results
You’ve secured your booth space, now kick into high gear and get ready for the big Show with these 10 tips.
1. Pre-planning is key. Let your current customers know you’ll be at the Show and schedule to meet with them at your booth by appointment. This generates good will from your current customers and their testimony can help to sell your product to prospective clients.
2. Make sure your booth reflects your marketing message. Banners, giveaways, apparel should all reflect your brand and should be consistent with messaging. Keep banners and graphics simple with few words. Make sure your staff is outfitted with apparel that compliments your brand.
3. Prepare staff before the Show. It takes a lot of energy to maintain a positive presence at the Show. Make sure to have enough staff to take shifts and breaks. Remind your staff that listening is key and to talk less. A good first impression is crucial to building a lasting relationship.
4. Invite your marketing staff. Your marketing staff is more likely to reach out and invite new leads into your booth, because very often they are accountable for generating leads. Once they bring in the leads, sales staff can be on hand to take over the product presentation.
5. Watch your body language. Remind staff to resist the urge to chat with colleagues, or stand with their arms crossed, both make them look unapproachable. Keep the team focused at the Show with daily meetings to remind them of appointments, presentations and goals.
6. Ask open-ended questions. Asking a prospect “What prompted you to stop by our booth?” opens dialog and prompts a conversation. Don’t bother filling your prospect’s hands with literature, which may get discarded during the Show. Instead, ask for a business card, and use this as an opportunity to follow up with the lead after the Show.
7. Take notes. Categorize your leads as they are generated. Immediately note your prospect’s information, potential and make notes about your conversation for follow-up after the Show.
8. Follow up with leads promptly. Contact leads right after the Show. Thank them for speaking with you and use this as an opportunity to send product literature and/or to set up an appointment to discuss your proposal in detail.
9. Measure results. How many leads were generated? How much income did you gain as a result of the Show? Did you get a good return on investment?
10. Learn and use it to your advantage. Make notes on what worked, as well as things you would do differently next time, while the Show is still fresh in your mind.