Exhibiting at a Franchise or Trade Show

Here are some suggestions:

• Carefully consider the size of the show and the number and type of attendees that will be at the show, before you commit to exhibiting at the show. Not every show is right for franchise sales. Register to exhibit at the show early enough so that you will be in the show directory. You do not want to be on the "additional exhibitors not in the show directory" list that is posted somewhere.
• Design your booth for maximum impact. Remember that you only have a few seconds as people walk by your booth to get their attention. Your booth may be free standing or a table-top model. You don't need a large booth, but it should be attractive, use graphics and colors that attract attention, be well organized, and clearly present your message. You need a place for literature and somewhere to keep extra materials. You can purchase your own booth, if you are going to exhibit at other shows in the future, or you can actually rent a booth from several companies on the Internet, which allows you to try different booths.
• Some exhibitors are now using computer monitors and flat panel TVs to display an ongoing program or message, in an attempt to attract the attention of additional people walking by. If you want to do this, be sure that the content is visually interesting and fast-moving, something other than an interview. You may not want to do this at your first show, but it is something that could be considered later. It is certainly not a necessity.
• Dress to the level of other exhibitors, and the attendees. Most of the franchise shows we have attended have been "business casual" overall, and many exhibitor personnel wear golf shirts with monogrammed logos of the franchisor on them.
• You will need some literature to hand to those who visit your booth. The literature may be a tri-fold, brochure, flyer, complete presentation folder, or series of loose sheets, depending on your budget and the amount of time you have to prepare. If you have loose sheets, it is best if they are organized into a folder, so that you can quickly hand the set to visitors.
• You may want to give away one or more "freebies" at your booth. If you do this, try to come up with something that is somewhat unique. The normal fare of pens and small candies is sometimes a bit too common. Ask an ad specialty company what is new and unique, yet priced economically enough to be used at a trade show.
• During the show, you will be more successful if you become a bit of an extrovert, and openly speak to people who pass your booth. Open your mouth, be enthusiastic, and keep a smile on your face. When not speaking with someone, stand at the edge of your booth and say something catchy to passers-by, like "Have you heard about _______(your company name, or something interesting in your industry)?"
• You should stand during the show. This indicates that you are ready to speak with people. When exhibitor personnel sit down at a booth, it may show a lack of interest in speaking with those who are passing by or who visit the booth. You may become a bit tired, but that is sometimes part of exhibiting at a show. If you must have a chair, choose a tall chair or stool that you can easily step from when someone walks by.
• One of the most successful franchise companies, which offers Minuteman Press International, Sign*A*Rama, EmbroidMe, Billboard Connection, and World Franchisors, requires their salespeople to stand, and actually walk out into the aisle to invite people to consider their franchise opportunity, during shows where they exhibit.
• Exhibiting at a show is easier if there if you bring help! This is so that you can key off each other and cover for each other when you need to take a break. Although a good idea, you may find that sometimes this is not always possible. But, don't have too many people working at your booth; you don't want to "pack" your space with exhibitor personnel.
• Prequalify people as you speak with them. Not everyone attending the show is a potential franchisee, or a fit for your opportunity. Some will be competitors, some people will be trying to sell you something, and some will not be qualified. Decide early who may be a potential buyer, and who clearly is not.
• You will need a method to capture contact information from people who merit a follow-up call. Don't depend on attendees to have their own business cards, although many will. You can use a list, your own registration/information cards, or the show organizer's electronic system for capturing leads, but be sure that you are somehow able to mark the leads according to the level of interest, type of lead, etc., for follow up.
• After the show, be sure to call all the promising leads without a long delay. You probably should do this within a week after the show. You don't want to spend your money exhibiting at a show and then fail to capitalize on promising opportunities.
• Take additional information and documentation with you that can help answer questions that will come up about your business model and franchise program. This information can be kept in insert pages in a binder that you can pull out quickly to substantiate what you tell people. Keep a few applications and disclosure documents under the table in case a conversation gets serious. Remember, do not be discouraged if this does not happen at a show.
• When you meet people, start by talking about the service that the franchise company offers to customers, not specifically about the franchise opportunity, until there is interest in the franchise. You want to show that you have a good business model before you speak in detail about the franchise model. Do not act desperate. You are there to meet people and develop your potential franchisee "pipeline." If you take that approach, you will probably see good results.

Most of all, work hard, have fun, and obtain some new leads that later may turn into sales!

More information can be found at:  www.biltmorefranchise.com