Have you ever said “if I could only show them the product and explain its advantages I would make the sale”. This is often true but with the advant of social media and web shopping the opportunities to meet “face to face” have diminshed.

This is one of the reasons why trade shows have become so popular as the provide an immediate and effective solution to engaging exisiting customers personally but also customers who are not currently dealing with you.

Trade shows are attended by decision makers that are there to see a wide range of solutions. From new products to exposure to different suppliers within the same industry, a tradeshow is a valuable opportunity to showcase your offerings in a direct and meaningful manner. You will also have the ability to demonstrate solutions and advantages that prospects may not be receiving from their current supplier.

1. Notify Prospects that you are attending a Show and Book Appointments.
   Only 20% of companies have a pre-show marketing program. To be succesful you should list your shows on your web site and the bottom of all outgoing emails. At a trade show, you should never eat alone. Before the show, make sure you invite key clients to every meal of the day so you can get “face to face” to deepen relationships and gain insights about their business.
2. Know What Your Client’s Are Looking For:
   Clients within a particular industry are likely to have similar requirements. Your exhibit should focus on these common challenges and illustrate how your company has a strategy or product to answer their concerns. At some shows having technical staff or senior management on the floor may be a draw in itself.
3. Qualify Quickly.
   According to the Center for Exhibit Industry Research (CEIR) the average trade show booth visitor will spend three minutes or less in your exhibit. This requires that you develop a specific set of questions to qualify a visitors need for your products. Once qualified, you then need to collect their contact information and create a plan for future interaction.
4. A Better Approach to Brochures.
   It’ a fact, 72% of literature received at a show is discarded before leaving the building or while packing bags for home. A better approach is to offer a “green alternative” by emailing brochures to a clients inbox. Along with being good for the environment it will allow you to collect their contact information and further qualify their interest in your products.
5. Post Show Follow-Up.
   Without a doubt, when you return to the office after a show you will have work that has “piled up”. Despite this, you need to scheduled a time to follow-up on those hard earned show leads before they turn cold or are contacted by competitors that attended the same show.