Trade show selling, like every other type of sales, is as much an art as it is a science. This particular sales arena merges cold selling with a consumer base that is in search of answers to their problems. If the proper research was done to determine which show(s) to attend, half of the battle is already behind you, and that is being relevant. It is a near guarantee that a good portion of the attendees at an industry based show are already in search of your product or similar solutions, which makes the sales process easier than a typical cold selling situation. The proceeding pointers when used together will help increase engagement, booth traffic, staff morale and ultimately sales.
1 – Determine Your Goals Before Trying to Solve Others’
What does your company want to gain from exhibiting? Is it leads, meetings, branding, etc. This should be determined before even booking a space at the show. Clear goals set by management will translate into a common understanding and purpose for the trade show staff. When a company determines what it wants to gain, and communicates this purpose to its trade show team, it becomes much easier to make these goals a reality. Conversely, if there are no set expectations, how are the representatives supposed to know what to shoot for? Set clear goals and objectives, communicate them, and you will see an improvement in morale and follow through.