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Here are my top ten things to do DURING the Trade Show to help ensure your success. During the Show 1. Have your people record all prospect information. Encourage your Trade Show personnel to record everything they can learn about a prospect's needs. Encourage your Trade Show personnel to greet people warmly and smile! Duh ... Take care of your body, and your body will take care of you ... Trade Shows can be tough on your body, especially if they're longer than a couple of days. Treat Trade Shows as Marathons - the people with energy to spare on the last day of the Trade Show are still selling, and winning! 5. Check out NEXT year's location. If you're convinced that this Trade Show is a 'must attend' for next year, decide now where next year's booth should be located. Article: My last writing on 'Before the Show' planning went on like a imperfect record of how important it was to have all the details pitched and double-checked prior to 'Showtime!'. Well guess what? It doesn't stop there! Sure, you had to have all of your ducks in a row to make it this far, but now comes the make-it-or-break-it phase. This is where you meet real live clients. Are you ready? Here are my top ten things to do DURING the Trade Show to help ensure your success. During the Show 1. Set up a (fair) manger schedule for your people. You and your people need breaks for lunch and relaxing. Everyone will be more inspiriting and productive if they don't have to stay at the hollow all day long. 2. Have your people record all prospect information. Encourage your Trade Show personnel to record everything they can learn round a prospect's needs. Stress the importance of getting correct phone numbers and email addresses. Create an information form if you have to, or just make sure you get mystery deuce from everyone. Cross reference if you must with the attendees list that most Trade Shows have. 3. Encourage your Trade Show personnel to greet people warmly and smile! Duh ... But amazingly, this is often forgotten. A warm, open set can give a valuable first impression. Your people should having their backs to the entrance, or taking phone calls while on duty. A friendly greeting to passersby may encourage them to stop and chat, rather than walk on by. vault Staff who are courteous and helpful, knowledgeable close to all aspects of the industry, and responsive to requests will make a very good, professional, impression. 4. Take care of your body, and your body will take care of you ... Trade Shows can be tough on your body, especially if they're longer than a couple of days. Keep yourself hydrated, withhold too much brown and don't overindulge in the nightly Hospitality Suites (Yah, right ...). Try to eat meet and right meals, and maybe even try out the Hotel's Fitness Club. Treat Trade Shows as Marathons - the people with energy to spare on the last day of the Trade Show are still selling, and winning! 5. The name's Bond, ... James Bond. Trade Shows can be a great place to do a little suppression up on the ol' competition. Take time to visit their displays and pick up some of their brochures. Evaluate what you think they're doing right, and where you can learn from their mistakes. 6. Imitation is the sincerest form of flattery (... and it's cheaper, too!) Some companies spend a great reckoning of time, effort, and money researching what kind of display creates the best impression. You can do the same by walking within reach the Trade Show and seeing what are the most eye-catching, popular booths. Be sure to take a digital camera. 7. blotch out NEXT year's location. If you're convinced that this Trade Show is a 'must attend' for next year, decide now where next year's hutch should be located. If you registered late, you may currently be languishing in the tundra of some back alley, so identify where all the 'in crowd' hang out - and book early! 8. Don't be cowed to 'schedule' prospects. You've got a hot prospect, but you know they're going to monopolize your time while other prospects wander by. Suggest to them that you very much want to devote more of your time and energy into every astrology of their needs and pain, and book an choice for them to come back, perhaps during the last afternoon of the Trade Show, a traditionally 'slower' time. (Make sure you have their corporation card and local contact number, foresightedly you let them go!) 9. People (and Staff) are not created equal. The best teams are not made up of individuals with exactly the same strengths and talents. If someone on your staff is a great 'Greeter', have them pulling people in to the kiosk and handing them off to your 'Details' people. Don't have your top Closer enchanted up in the minutia of how your 9457 AT7 widget can interconnect with the 8354 ZX9 gizmo if you add the 3291 HG1 'thingamabop'. And don't have that nimble (but introverted) Tech Support guy try to smooze the room. If your staff are in the money doing what they're doing, it shows - and it pays off! 10. It's not over 'til the Fat Lady sings.
The outbuilding is cause ripped apart, you're tired, and just want to go home and relax your 'smile' muscles, so of course you can relax, right? Wrong! additionally the oh-so-important details like having your display materials decidedly make it back to the office, instead of spending a week in Hoboken, you're still in a prime location for making (albeit, brief) contacts. Keep the energy up; trade political activism joker in the elevator or while waiting for the shuttle, whereas you just know that 95% of your competition have erstwhile stopped selling. |
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