Trade Shows - The Six Strikes and How to Hit Home Runs Instead!
To the small business, a trade show represents a large outlay of cash and time. The hope is that the thousands of Design dashboard spent on the booth space, the booth itself, transportation, 1000 Free Visitors time out of the field and away from home base will result in a windfall of leads and new business.
My goal, through this article, is to help make you aware of the most common flaws Owners and Trade Show Salespeople can change and how to do that for better results.
1) “Fire-Aim-Ready” = No Pre-Show Planning.
It’s not only a problem at the show, it’s a problem back at the company office as well - while the show is going on. Can you imagine football plays with no huddles at key games, and Trade Shows are key! So lets change it to Ready-Aim-Fire.
I suggest you plan such things as when the leads will get followed up, if it makes sense to do some talks at the Trade Show, what are the goals of the show-to gather leads or actually close deals. Get everyone “reading off the same sheet of music”- they’ll work in much better harmony too!
2) Most companies never do any free talks at Trade Shows. Think about it-you just spent $1,500 to $15,000 with an 30 Minute Backlinks Are they going to say “no” when you ask them if you can do a talk or two at the show? Of course not. And by the way, ask early because outside speakers are vying for that valuable airtime at the trade shows in ballrooms off the main exhibit hall.
3) Booth set-up like a dry cleaning drop-off. When you put tables across the front people can’t get in, rapport is not as good and you set up the ‘buy and sell’ instead of a more disarming naturally free flowing atmosphere. So make sure the front of your booth is open and encourage people to come in and stay a bit.
4) Wasted time, money and energy on giveaways that don’t work. The giveaways range from key chains to brochures. During the rein of the “.com’s”, it was even worse. So much for what these items did for them, but I’ll say more anyway.
Trade shows are Affiliate Finder a fast paced sales event where the purpose is to qualify and disqualify those that have needs or better yet ‘Pain’.
Anyway, most brochures go into a bag that ends up in the trash. A company is always better getting a lead than giving away key chains.
5) Trade Show leads “turning brown like bananas” because they aren’t followed up quickly enough. Trade show leads normally do not get followed up or for 2 to 3 weeks after the show ends. Of course, by then, they are stale
Trade Show leads should be called within 1 to 3 days of receipt. This means you may be calling at times before the show ends. This requires planning, scheduling and team work. After Affiliateundercover Trade Show leads are like bananas they turn brown in a hurry!
6) No debriefing after the show is over.
Everyone is happy it is over and has to get back to take care of the piles on their desks. But what about everything they learned-what worked what has to be changed, what should be repeated and anything that should be done in the short and long term that was not in the plan.
Trade Shows can be one of the most effective marketing and selling events. Like any great event there should be planning, strategy, technique, behaviors and team work involved. The owner is the coach and master of ceremonies, while everyone plays a key role. Trade Shows are a World Series game in video brander Bring yourself the rewards of winning a championship with on-going commitment to “hitting home runs” at Trade Shows by overcoming the Six Strikes of Trade Shows.
Greg Nanigian is President of Greg Nanigian and Associates/Sandler Sales Institute, a sales and sales management training 1000 Free Visitors with offices in Braintree, Waltham and Beverly, Massachusetts, http://www.gnatraining.com. He is also an international speaker and a NASCAR Pro Stock Driver. Contact him at 781-848-0993 or greg@gnatraining.com.
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