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Please consider this free-reprint article written by:
JL Good
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Article Title: Set Up Your Trade Show Booth For Lots Of Leads
And Sales
Author: JL Good
Word Count: 812
Article URL: http://www.isnare.com/?aid=100786&ca=Marketing
Format: 64cpl
Author's Email Address: articles153[at]yahoo.com (replace [at]
with @)
Easy Publish Tool: http://www.isnare.com/html.php?aid=100786
================== ARTICLE START ==================
No matter how snazzy your trade show booth design may be, it
won�t do all the work for you. In fact, your trade show sales
process should begin several weeks before the show even opens.
Most exhibitors don�t send out invitations to their most likely
customers, so you�ll have a competitive edge if you ask your
sales force to drop a note or an email to their customers and
any prospects in the area. Include the number of your booth or
even a map, and let them know that you look forward to seeing
them. Make sure the invitation includes your offer, or a
reminder of what it is that sets your company apart from the
competition.
It helps to have your name in your prospective customers� minds
as they walk through the show.
Another pre-show project will include both your sales experts
and your booth design team. Since the majority of show
attendees will not be interested in your specific product, it
helps if your booth design and layout appeals only to true
prospects and current customers.
Brainstorm with the design team, with lots of input from your
top sales staff, and create a booth that brings in the
customers while encouraging the lookie-loos to keep on walking.
Once the show starts, you�ll want to be prepared. Don�t assume
that your main job is to hand out brochures � you could do that
in front of a supermarket and save the expense of setting up a
show. Instead, consider the show as a place to find solid leads
and maintain your relationship with your buyers.
If you usually set up a table at the front of the booth and
cover it with brochures, consider a different approach this
time. A sales staff behind a table feels �safe� but they can be
ineffective, so do whatever it takes to increase face-to-face
contact and reduce your reliance on printed brochures. Most
brochures get thrown out, anyway.
Have you made it easy for your sales staff to actually close a
sale at the trade show? If that�s actually a possibility, you
may want a quiet space walled off at the back of your exhibit
where you can spend some quality time with the customer who�s
ready to make the deal today. If your product is large or very
expensive, this might not be needed, but you may still want to
have a separate space where you can carry on a conversation
with some of your more important customers.
Trade shows are very intense, and they are not the place for
your newest sales people (or worse, the guy from the mailroom).
If you make it clear that the trade show is expected to give you
a good return on your investment, and that your company will do
what it takes to help your experienced salesmen follow up each
lead and close the sale, you won�t have any trouble finding
volunteers to work the show.
Additional training, or a high-powered, invigorating seminar a
few days before the show might help give your staff the
Herculean energy they�ll for the long days (and nights) of the
show.
Speaking of energy, make sure you send enough people to do the
job, and let each of them get away from the crowds for a few
minutes on a regular basis. The high energy and high
expectations of a show can drain the enthusiasm right out of
your well-trained staff if you don�t take their comfort and
needs into account.
Does your staff need extra training in the best way to collect
leads and take orders at a trade show? You may want to save a
bit of money by buying a less expensive display booth so you
can afford to hire a qualified sales trainer who specializes in
this selling environment.
Once the show has wrapped up, you�ll have a pile of leads to
follow up on. Be sure you don�t let them languish � your
competitors will probably have a very similar list of names,
and they won�t wait to call on them.
Also set aside a time very shortly after the show to decompress
and talk over all aspects of the experience with your sales
staff. What went wrong, and what went right? Did they notice
any particular technique that worked well, and that should be
used again? Did they notice problems with the booth design, the
layout of the tables, or the way the literature was displayed?
Take lots of notes and review them carefully before your next
show. The things you learn this time around could make all the
difference at your next trade show.
About The Author: If you need the perfect trade show booth for
your next exhibit, you can find a trade show display company
near you at http://www.find-displays.com
Please use the HTML version of this article at:
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================== ARTICLE END ==================
For more free-reprint articles by JL Good please visit:
http://www.isnare.com/?s=author&a=JL+Good
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