What makes certain businesses consistently successful in trade exhibitions? They are aware of and have practised the techniques of following-up and targeting. You can boost your ROI by using the same techniques that the most successful businesses are trying to hide.
1. Be aware of the main reason you’re attending the trade event
It is possible to use a trade show to fulfil a variety of purposes. You might want to present the new service or product or even announce updates of old products to serve your customers better, find new customers, study your competitors or conduct market research. Companies that are successful realize that they only have the ability to concentrate on a couple of issues at a time during a trade exhibition. They design easy-to-understand offerings that prospective customers and clients will be able to recognize immediately.
2. Create a plan for your intended group of customers
One of the main reasons a business fails to get an increase in the investment they make at the trade show is because they anticipate interacting with every person who passes by their stand. They’re not sure what their most promising prospects are and how they can identify them or how they can quickly identify their buying needs. These businesses are characterized by the “yank them into” mindset. They seek volume, and they waste their time on poor prospects, while the solid gold prospect gets angry and quits.
3. Pre-invite customers and prospects who are targeted.
When you are aware of the products or services you’ll be showcasing at the event, You can then contact the suitable customers with an invitation to stop by your booth and give them a sneak overview of the services you are offering.
This is a fantastic chance to sell your current customers and solicit their recommendations. Companies that are successful recognize that existing customers can be an excellent source for increasing sales without the time and effort for establishing new clients.
4. Give them a valid reason to make them visit you
If you make use of candy and gimmicks to entice people, you’ll get people who love sweets and prefer gimmicks. Not good prospects that want the products and services you provide.
The reason for the purchase must be apparent and clearly communicated to the prospect or customer. They don’t care about whether you have the most recent or best products or services; they want to know how they can profit from it. Companies that are not successful (generally 90 per cent of exhibitors) invest a lot of money and time telling anyone who will listen about how amazing they are as well as how great the service they offer. A small percentage of businesses that succeed forget their own egos and focus on the benefits of their customers.
5. Don’t waste your time (or yours) in the halls of fame
Utilize the time you’re given with prospects to ask them questions about their business and then determine if they are qualified. Do this with your coworkers so that you are capable of determining if people who visit your booth are suitable prospects in just 30 seconds. Should they not be, try saying thank you to the people who stopped to visit and then take a moment to excuse yourself.
If you think they’re a suitable candidate who would be benefited from your offer, then ask permission to contact them within the week following the event. Set up a time for an initial phone call. Remember that appointment. You’ll be the only person to make happen the job, and people will be impressed by your professionalism. Make that phone call to make it easier for you to qualify and schedule a meeting or demonstration.
6. Do not make plans to hold demonstrations at your stand.
While it’s OK to set up your equipment or other materials in the booth, it’s not the best place for detailed demonstrations of your products. If you wish to be able to conduct the opportunity to give a 10-20 or 30-minute demonstration, you can rent a room and create a tranquil area (with refreshments) to ensure that your client or potential customer gets all your attention (and you receive theirs). They will be able to remember and appreciate the special treatment.
7. Follow-up, follow-up, follow-up
You will significantly increase your return on your tradeshow investment by keeping in contact with potential customers and buyers you’ve identified on your stand. Many companies mistakenly believe that prospects will remember them once they’re looking to purchase. If you keep in touch with them frequently through helpful mailings, direct mail or personal phone calls, they will instantly recall your company when the time is appropriate.
These seven tips are the key to increasing the value of your investment in trade shows. Companies that are successful realize that it is essential to engage all of their employees in the planning of the event, its execution and follow-up processes that are discussed in this article. The growth of the profits of your business can be guaranteed if all your employees are aware of the objectives and contribute to them effectively.
