Trade Show Sales Secrets
Last week, I attended a trade show in Chicago. I spent several minutes talking to a young man who was selling a product I can use in my business. He promised he would send me a brochure and some samples. I gave him my card. He put in a bowl with 200 other business cards. I said, "Perhaps you should write my request on the back of the card." He said, "I’ll remember." Will I ever hear from this young man? I doubt it.
Companies spend thousands of dollars for the privilege of participating in these shows; the cost of the booth, the personnel to man the booth, the airfare, the hotel… It all adds up. If you’re going to spend that much money, you want to come home with qualified leads. Here are four ways to accomplish that goal:
Create an impact before the show.
Invest some of your budget in a direct mail campaign. Rent a list from the association sponsoring the show – select those members who are geographically closest to the show’s site. Give your mailing a distinctive personality, then carry it over to your booth. The mailing should get people excited – announce a demonstration or a new product launch. Let people know they’ll get a premium for stopping by, or have a chance to win a contest.
Remember the basics.
Place your business cards on a table at the front of the booth so that if you’re busy with a prospect, others passing by can pick up the card (or a brochure) and take it home with them. If you have give-aways, keep them at the back of the booth, so that people are "invited" to walk in. And please, don’t stand there talking to your booth partner – when prospects see you chatting away they think you’re too busy to talk to them.
Be sure you’re prospect – not premium – oriented.
A premium is a good come-on, but you want to do more than give away free samples. Be prepared with 1 or 2 sentences that let prospects know immediately what business you’re in and what makes you different from everyone else in the show.
Follow-up.
As soon as you get home. Don’t wait a month and send a form letter than says, "Dear Mr. Smith, thank you for dropping by our booth." Take notes when you’re talking to prospects. Then send individual letters that reiterate the conversation. Ask for a phone or face-to-face meeting and include a clever fax-back form for the prospect to list several convenient times.
Using a direct mail strategy stops you from letting potential customers "fall through the cracks." It helps you get the prospects in to the show, helps you keep their interest at the show, and helps you follow up the hottest leads.
