4 Sales Strategies with Your Trade Show Exhibition Booth
Trade show booths can act as an excellent source for generating sales enquiries in the short run. Companies are able to demonstrate their products or services and get instant enquiries at the booth which on timely follow up can result in sales. Some of the tips on how to maximize the benefits of a trade show booth as a sales tool are mentioned below: 1. On-Spot promotion schemes: This is an age old trick which works well at trade shows. Firstly it makes the visitor stop at your booth for more than a few seconds. Secondly, a structured promotion method quickly puts the visitor through the benefits of the products (obviously in an attractive fashion) and then a decision making opportunity is thrown at the visitor introducing them to on the spot interesting offers. Offers can range from products sold on the spot at attractive pricing, free gifts with purchases, extended time period of services, lifetime warranty and the like. The more innovative the offer, more the likelihood of success. Assuming that the product and the promotion offering are attractive for the users, the on-spot promos can recover all costs of the trade show plus earn the company a healthy profit. Quick checks with the organizers need to be done before the event to ensure that onsite sales are permitted. 2. Get your customers to speak to the visitors: Admitted that this might be a bit tough to execute, but if you have a large enough trade show booth, then it might be an excellent idea to schedule live interaction sessions where you have satisfied customers promoting the product. This can have fantastic results in terms of sales enquiries generated at the event. A well known software company promoted the client's company during a well known industry trade show and developed content to display on how their software solution helped the customer's business. This 'gimmick' got the visitors to stop and take a look and interested visitors did take a seat and sit through the entire presentation. Needless to say, there is no better sales tool than satisfied customers. Should getting customers to the event not possible, you should try using client references on your display material for maximum impact. You would of course need to get permission from the clients to be able to put their names on to the display materials. 3. Free coffee anyone? : Some sales personnel might feel that giving away complimentary food and drink at a trade show booth is a waste of good money. They may very well be right. However, if you have a good prospect in front of you, the chances of stopping him a couple of minutes longer are increased with the opportunity of offering him a cup of steaming coffee. Another strange thing that happens at stands offering complimentary food or drink is that there is usually some people standing around the booth making it look busy. You will be surprised how people get attracted by seeing a busy trade show booth. It has something to with the human perspective of being attracted to crowds but does work to your advantage in a busy trade show. 4. Focused communication: Various steps taken towards focused communication at a trade show booth can enhance the chances of on spot sales and generation of genuine sales enquiries. Though this is mentioned in detail in another article, printed hand outs should be of good quality and carry all information about your product or service in a cohesive fashion. The fact that trade shows are effective can only be further confirmed by noting the increase in the number of trade shows in the past few years. Patty Stripes is an editor for The Trade Show Booth, check out her latest articles about using a trade show exhibit booth, used trade show display and advantages of a compelling trade show booth design
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Determining Visitor Types
The trade show floor is full of different types of people with different agendas. Some people have specific goals for attending the show; others do not. As an exhibitor your observation and questioning skills will be your key to determining who may be a viable sales prospect. Familiarize yourself with the various visitor types likely to frequent the tradeshow floor.
1.Definites. If you have done a thorough job of preshow marketing, definite prospects and customers will visit your booth.
2.Demonstration Junkies. Watch out for passers-by who are attracted to your booth by a demonstration or other activity. These could be valuable prospects or time wasters. Ask a few short, open-ended questions to find out.
3.Curiosity Cats. These types could be curious about anything ? what exactly your company does, a graphic, who designed your booth, and so on. Do not spend too much time with someone who is just interested in the design and construction of your booth or intricate details about your graphics.
4.Paper Lovers. Some people love to collect literature or just take any piece of paper no matter what it is. Are they attending the show to research the market for a boss? If so, they may be an influencer worth pursuing.
5.Eyeballers. These types are usually extremely friendly; they smile and their whole body language says, "please talk to me." Questioning will determine whether or not they are prospects worth pursuing.
6.Jeopardy Gigolos. Winning contests is their passion. They are always ready, willing and able to drop a business card into a fishbowl for any kind of drawing. Contests that require more than just a business card to enter will help deter these types from finding their way onto your follow-up lists.
7.Keepsakers. Any kind of giveaway attracts these types. They may even want more than one for family, friends and colleagues. Keen questioning will ascertain if this visitor has potential.
8.The Disinterested. Some people in the crowd will simply not be interested in what your organization has to offer. They often let you know in no uncertain terms through their body language; for example, walking by purposely avoiding eye contact or chatting with a colleague. Waylaying these types will only upset them.
9.Hawks. These people attend shows for the sole purpose of selling you their products or services. Publication advertising representatives are a prime example. They are unlikely to be prospects, but you never know. If floor traffic is slow, it may be worth asking a few questions, if only to find out who they could refer you to.
10.Job Seekers. Trade shows are an excellent place to network and look for organizations who may have present or future job openings. As with Hawks, you may want to spend time with them during slow, unproductive periods.
11.Nonentities. These types could be underlings in their organization sent to do some specific research. Never underestimate them. They may be extremely strong influencers. In addition, they probably know whom in their organization you need to contact. Time spent with them could be invaluable.
12.Snoops. Beware of the competition! These types often give themselves away by knowing too much or asking precise questions. Make sure that you do more questioning than talking so that you lessen the chances of giving away valuable information.
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