At the Trade Show
A successful trade show is the result of careful planning and preparation. We have some suggestions for how to prepare for your next show, including making sure your people are equipped with effective selling strategies and supplies.
Check that your display and all materials will be ready at "show time". Be sure your booth will be staffed and open during all show hours. Dress in a comfortable, conservative, business-like way. Get plenty of rest and exercise before and during the show.
Preparing Your People
Choose your exhibit team carefully, selecting personnel with proven sales and communications skills. Establish a game plan well before the show and train your team to run the exhibit, greet visitors and make effective presentations. Make sure your people know why you are at the show, what you are exhibiting and what specific objectives you expect them to meet.
To make the best possible use of your available "selling" time at the show, consider these fundamental strategies for trade show presentations:
Be sure to have plenty of general business supplies on-hand, including business cards, lead forms, sales-order forms, pens and paper, calendars, file folders, appointment books and other basic items. Double check that all show-specific items—such as special-exhibit promotional materials, work orders for any show labor, press kits, and giveaways or promotional items—are on hand.
Dismantling Your Exhibit
Make sure that all computer files or hard-copy notes on new leads are processed and forwarded to your sales team immediately. This information is the most valuable outcome of your trade show investment and should be treated as your number one priority. A trade show exhibit that is easy to dismantle, pack and ship saves you valuable time and labor once a show is over.