How to Promote Sales Growth at a Trade Show
How to Promote Sales Growth at a Trade Show
How are you going to make a great impression? A lot of vendors make the mistake of simply putting together a display, bringing their products along, and showing up; thinking that this is enough to make the trade show a success for their business. There is a lot more to be addressed and a lot more opportunity to create for your business. There is a definite art to trade show displays. Professionals can offer advice and engineer displays for your business. Some businesses feel more comfortable making their own trade show displays and relying on intuition and experience to succeed in their trade show appearance.
The following are tips to consider when preparing and engaging in trade shows in order to increase your business sales:
Tips--
- Trade shows are meant to showcase products and services. Existing and old products are good, but new and to-be products are even better. Especially if you have done the same trade show before, coming back with fresh material will be appreciated by other vendors and customers. It is also good to update your approach in informing people of your products/services and revamping your displays.
- If you are a first-time trade show displayer, consider renting the smallest booth. This won't make you as noticeable as others, but it will provide a chance to study different approaches and gain experience without spending a lot of money. Think of the first time as a time for learning and taking notes, and next time you will have something to draw from.
- If your business has a Web site (why wouldn't you have a Web site?!), list the dates, location, and booth number of the trade show. When the event is over, make sure to erase the content so your site is kept up-to-date.
- Business cards are a must. A good idea is to have your most notary product on your business card. Customers and other vendors will be seeing a lot of displays and meeting a lot of people, you need to be highlighted in some way. The more associations a person can make to your business, the more likely it will be that you are distinctly remembered.
- If you are on good business terms with other vendors related to your industry, think about promoting each other. For instance, if you are in the jewelry business, you could link-up with vendors selling dresses, shoes, hair products, etc. They can refer customers and other vendors to you and likewise. This will expand your sales potential and will provide word-of-mouth marketing (which is still the best form of marketing to-date).
- There is nothing wrong with going formally dressed. Looking good and professional gives off the impression of confidence in your business and products.
- Attend a couple trade shows as an attendee before going as a vendor. This will help you understand what trade shows are about and you can study how other vendors address the customers and others in their industry. Take notes on what displays are the best and are getting the most attention, then attempt to emulate with your own display when the time comes.
- In addition to promoting on your Web site, mail promotional material to past and existing customers alerting them of your trade show appearance. You can offer coupons or other discounts with the promotional material in compensation for stopping by the booth.
- Overestimate the costs for traveling, your booth, and advertising. It is better to have a little extra than to have to short yourself on the booth or advertising your presence at the trade show.
- Before planning your display, think about all of the objectives you would like to meet with your presence at the trade show in order to promote business sales. Do you want to promote a certain product? Do you want your brand name to become more popular? Do you want to generate more leads? Organize your display and materials so they will be conducive in meeting your objectives.
- Keep the design of your display open. It will be more difficult to move around and connect with visitors if you are standing behind a table the whole time. You want to give off a free and inviting aura and be able to walk around and meet people.
- Do not sit down in a chair. Wear comfortable shoes, so it will not be uncomfortable to stand on your feet. If you must sit down for a limited amount of time, consider bringing a tall stool, so it will take less time to get up. You want to be as inviting as possible and look excited to be there; it is hard to accomplish making this impression when you are sitting down. - Keep the main attractions of your display immediately apparent. Do not leave your display cluttered so it will be difficult for visitors to discern what your display is showcasing.
- Always have at least two backup plans if you are relying on materials to be delivered to the show for your display. The worst possible scenario would be if displays were late or nonexistent and your time at the trade show and potential would go wasted. Plan for the worst and the worst will never happen.
- A great advantage would be to know about your space at the trade show before the show begins. Are you going to be in a corner? Are you going to be in the back? Is your booth going to be front and center? Are you going to be close to other booths? Knowing the dimensions beforehand can help you plan for success.
How to Promote Sales Growth at a Trade Show - To learn more about this author, visit Ken Wisnefski's Website.
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How effective is your presence at trade shows? Ideally, you want to inform people of your products/services and make an incredible impact. Trade shows provide opportunity to rub elbows with people in other industries, relate to customers, make your brand name more conspicuous, and promote business sales.
How are you going to make a great impression? A lot of vendors make the mistake of simply putting together a display, bringing their products along, and showing up; thinking that this is enough to make the trade show a success for their business. There is a lot more to be addressed and a lot more opportunity to create for your business. There is a definite art to trade show displays. Professionals can offer advice and engineer displays for your business. Some businesses feel more comfortable making their own trade show displays and relying on intuition and experience to succeed in their trade show appearance.
The following are tips to consider when preparing and engaging in trade shows in order to increase your business sales:
Tips--
- Trade shows are meant to showcase products and services. Existing and old products are good, but new and to-be products are even better. Especially if you have done the same trade show before, coming back with fresh material will be appreciated by other vendors and customers. It is also good to update your approach in informing people of your products/services and revamping your displays.
- If you are a first-time trade show displayer, consider renting the smallest booth. This won't make you as noticeable as others, but it will provide a chance to study different approaches and gain experience without spending a lot of money. Think of the first time as a time for learning and taking notes, and next time you will have something to draw from.
- If your business has a Web site (why wouldn't you have a Web site?!), list the dates, location, and booth number of the trade show. When the event is over, make sure to erase the content so your site is kept up-to-date.
- Business cards are a must. A good idea is to have your most notary product on your business card. Customers and other vendors will be seeing a lot of displays and meeting a lot of people, you need to be highlighted in some way. The more associations a person can make to your business, the more likely it will be that you are distinctly remembered.
- If you are on good business terms with other vendors related to your industry, think about promoting each other. For instance, if you are in the jewelry business, you could link-up with vendors selling dresses, shoes, hair products, etc. They can refer customers and other vendors to you and likewise. This will expand your sales potential and will provide word-of-mouth marketing (which is still the best form of marketing to-date).
- There is nothing wrong with going formally dressed. Looking good and professional gives off the impression of confidence in your business and products.
- Attend a couple trade shows as an attendee before going as a vendor. This will help you understand what trade shows are about and you can study how other vendors address the customers and others in their industry. Take notes on what displays are the best and are getting the most attention, then attempt to emulate with your own display when the time comes.
- In addition to promoting on your Web site, mail promotional material to past and existing customers alerting them of your trade show appearance. You can offer coupons or other discounts with the promotional material in compensation for stopping by the booth.
- Overestimate the costs for traveling, your booth, and advertising. It is better to have a little extra than to have to short yourself on the booth or advertising your presence at the trade show.
- Before planning your display, think about all of the objectives you would like to meet with your presence at the trade show in order to promote business sales. Do you want to promote a certain product? Do you want your brand name to become more popular? Do you want to generate more leads? Organize your display and materials so they will be conducive in meeting your objectives.
- Keep the design of your display open. It will be more difficult to move around and connect with visitors if you are standing behind a table the whole time. You want to give off a free and inviting aura and be able to walk around and meet people.
- Do not sit down in a chair. Wear comfortable shoes, so it will not be uncomfortable to stand on your feet. If you must sit down for a limited amount of time, consider bringing a tall stool, so it will take less time to get up. You want to be as inviting as possible and look excited to be there; it is hard to accomplish making this impression when you are sitting down. - Keep the main attractions of your display immediately apparent. Do not leave your display cluttered so it will be difficult for visitors to discern what your display is showcasing.
- Always have at least two backup plans if you are relying on materials to be delivered to the show for your display. The worst possible scenario would be if displays were late or nonexistent and your time at the trade show and potential would go wasted. Plan for the worst and the worst will never happen.
- A great advantage would be to know about your space at the trade show before the show begins. Are you going to be in a corner? Are you going to be in the back? Is your booth going to be front and center? Are you going to be close to other booths? Knowing the dimensions beforehand can help you plan for success.
How to Promote Sales Growth at a Trade Show - To learn more about this author, visit Ken Wisnefski's Website.
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David AchesonDavid Acheson is the founder of DCJA Consultancy. DCJA Consultancy is a management consultancy business specialising in B2B sales consultancy. They offer bespoke and packaged sales consultancy including Sales Optimisation Review, Interim Sales Management, Sales & Marketing Review, 1:1 Sales & Management Staff Analysis, Management Training, Solution Sales Training, Creation of New Pay Plan, KPI's, run Customer Feedback Campaigns, assist with Recruitment, Coaching, Appraisals and set up Strategic Marketing Campaigns. David spent his early career in accountancy and then moved into sales in 1982, working in Office Equipment, IT, Advertising, Training, Outsourcing and Consultancy. He has held many Senior Positions in SMBs and Global Organisations including Head of Sales Operations & Head of Business Development. His knowledge, skills and great experience of the Sales Industry has led to David making keynote speeches and running educational sessions to key businesses through organisations including The Chamber of Commerce and Business Link. - Visit David Acheson's Website |
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Dave KurlanDave Kurlan is the founder and CEO of Objective Management Group, Inc., the industry leader in sales assessments and sales force evaluations, and the CEO of David Kurlan & Associates, Inc., a consulting firm specializing in sales force development. Dave has been a top rated speaker at Inc. Magazine's Conference on Growing the Company, the Sales & Marketing Management Conference and the Gazelles Sales & Marketing Summit. He has been featured on radio and TV, including World Business Review with General Norman Schwarzkopf, in Inc. Magazine, Selling Power Magazine, Sales & Marketing Management Magazine and Incentive Magazine. He is the author of Mindless Selling and Baseline Selling – How to Become a Sales Superstar by Using What You Already Know about the Game of Baseball. He created and wrote STAR, a proprietary recruiting process for hiring great salespeople, and he writes Understanding the Sales Force, a popular business Blog and is a contributing author to The Death of 20th Century Selling and 101 Great Ways to Improve Your Life, Volume 2. - Visit Dave Kurlan's Website |
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Leanne Hoagland-SmithAre your sales where you want them to be? Will you be one of the few who achieves sales or business success or one of the many who have failed to change? Are you tired of being told you are like everyone else? Then you may find my first book on sales of interest. Be the Red Jacket in the Sea of Gray Suits, The Keys to Unlocking Sales available at Amazon or at http://www.processspecialist.com/red-jacket.htm. This book is a reflection of my no-nonsense approach to improving sales to overall business results. If you are truly committed to making sustainable changes, then I can help you secure a positive return on your investment because I focus on executable solutions not telling you the problems you already know you have. From training to corporate (group) coaching to executive one on one coaching, my approach is to assess, create awareness, build a goal driven action plan and then execute. The bottom line question is "Not do you or your employees know it, but do you or they want to do it?" Please call for a free strategy session at 219.759.5601. - Visit Leanne Hoagland-Smith's Website |
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Linda RichardsonLinda Richardson is the Founder and Executive Chairwoman of Richardson, a global sales training and performance improvement company. As a recognized leader in the industry, she has won the coveted Stevie Award for Lifetime Achievement in Sales Excellence and she was identified by Training Industry, Inc. as one of the “Top 20 Most Influential Training Professionals.” Ms. Richardson is credited with the movement to Consultative Selling and is the author of ten books on selling and sales management, including Sales Coaching — Making the Great Leap from Sales Manager to Sales Coach, and Stop Telling, Start Selling. She teaches sales and management at the Wharton Graduate School of the University of Pennsylvania and the Wharton Executive Development Center. Linda is a frequent speaker at industry and client conferences, has been published extensively in industry and training journals, and has been featured in numerous publications, including The Wall Street Journal, Forbes, Nation’s Business, Selling Power, Success, and The Conference Board Magazine. Learn more about Richardson's sales training and performance improvement solutions at http://www.richardson.com web - Visit Linda Richardson's Website |
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John BrennanJohn Brennan Ed.D. Dr. Brennan is President of Interpersonal Development, LLC, a training and development firm. Interpersonal Development has provided sales training and coaching to more than 3,000 sales reps from over 100 companies. A native of Australia, Dr. Brennan received his doctorate from the University of Rochester. His dissertation researched the effectiveness of Behavioral Modeling Technology in training people in interpersonal skills. While he has spent most of his career designing or delivering training, he was also a Vice-President of Sales of a training and development franchise with operations in 25 markets. Dr. Brennan has designed and delivered sales training in North America, Asia, Europe, Australia and the Middle East. He has been a guest speaker at numerous national and regional professional conferences. When Microsoft wanted Best Practices articles on sales for their web site, they called Dr. Brennan. The results are at http://office.microsoft.com/en-us/FX011387391033.aspx His firm’s clients have included Volvo, The Prudential, Merrill Lynch, Eastman Kodak, Gannett, Equifax Europe, the Economist Group and countless small businesses. - Visit John Brennan's Website |
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George LudwigGeorge Ludwig is a recognized authority on sales strategy and peak performance psychology. An international speaker, trainer, and corporate consultant, he helps clients like Johnson & Johnson, Abbott Laboratories, Northwestern Mutual, CIGNA, and numerous others improve sales force effectiveness and performance. Though it's George's strategies and processes that help corporations increase productivity and performance, it's his tremendous energy and dynamism that spark the transformation. Again and again, clients remark on his amazing ability to unleash human capacity and inspire men and women to break out of their comfort zones. The result is a whole new type of salesperson. His customized presentations teach achievers to make stunning advances in their lives. From helping salespeople realize cherished dreams to helping corporations exponentially accelerate revenue streams, George Ludwig leaves audiences and individuals empowered, emboldened, and clamoring for more. George is the best-selling author of Power Selling: Seven Strategies for Cracking the Sales Code and Wise Moves: 60 Quick Tips to Improve Your Position in Life & Business. - Visit George Ludwig's Website |
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Jeff FosterWebBizIdeas.com is a Minneapolis website design company founded to help people start an internet business by providing them with website, business, and internet resources that help foster the growth of successful online businesses and develop innovative Internet business ideas. We specialize in internet consulting & internet marketing. - Visit Jeff Foster's Website |
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Anne BarrAnne Barr has over 26 years experience in sales and marketing, six years as a franchisee. She has assisted over 367 business owners and purchasers to achieve their goals in career change, transition and exit strategy. She holds the designation of Certified Franchise Executive from the International Franchise Association, Certified Business Intermediary from the International Business Brokers Association and Board Certified Broker from the Texas Association of Business Brokers. Anne is active in professional organizations, networking groups and volunteers for non-profit entities. As owner/operator of four successful businesses, Anne has proven people skills and enjoys helping clients find the right "fit" in business ownership. Visit www.FranchiseOpportunitySpecialist.com for more information about me and my company. - Visit Anne Barr's Website |
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