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Whether you are an old hand or a rookie looking to [link widoczny dla zalogowanych] break into the potential provided by trade shows, there are always ways you can improve your planned performance. It is simple for veterans to develop bad habits which obstruct achieving maximum potential, while it is also simple for new comers to be overcome by the amount of effort, planning and logistics which is required to make a successful exhibition.
Do Not Try to Sell to Everyone You See
This [link widoczny dla zalogowanych] is probably the most commonly visible mistake seen on the arena floor. Booth staff everywhere are looking for an attendee to engage in conversation, and when they do they immediately start trying to sell them the product or service they are offering and highlighting features.
While there are full marks for enthusiasm, this is the wrong way to go about generating sales. Experienced sales people know that the [link widoczny dla zalogowanych] first stage in the sales process is to qualify your lead, and the same applies on the trade show floor.
You have a finite amount of time and it will be impossible to speak with every attendee. This means you [link widoczny dla zalogowanych] should only spend your valuable selling time with those attendees who represent genuine sales prospects. As a minimum, you want to find out from an attendee whether they have the means, the authority and the need for your product or service - if they [link widoczny dla zalogowanych] don't, find out who does within [link widoczny dla zalogowanych] their organization or simply move on to the next opportunity.
Impose a Code of Booth Staff Conduct
Attendees should not be discouraged from [link widoczny dla zalogowanych] approaching your staff or display stand. However there are several behaviors which many [link widoczny dla zalogowanych] booth staff engage in which does just that!
Speaking on a cell phone while on the display tells attendees you are too busy to talk - out of sheer politeness they will not interrupt your call. Make sure phone calls are kept to a minimum and are taken out of sight of attendees. Booth staff sitting down is a bad sign too - a [link widoczny dla zalogowanych] trade show is a long day, but it should be spent on your feet, ready and open to discuss business.
Eating food or drinking on the trade show display is also a bad thing to do. Again it is the feeling of interrupting and being polite which puts many [link widoczny dla zalogowanych] attendees off, but then again, some people just do not like watching other people eat (sometimes with good reason).
Closely Manage Post Show Follow Up
Most of the sales generated by trade shows are not made on the arena floor. Sales are made after the show itself, usually within 6 weeks to 3 months of the end of the show. While being professional and effective on the arena floor is important, your efforts are better spent collecting information and qualifying prospects for further follow up.
In the post show follow up, you must have effective management in action and systems which ensure that everything that was discussed, and promised on the floor, is put into effect and delivered by your team. Many exhibitors fail to follow up in a timely manner, which means that prospects become cold and develop a poor perception of your business. Prompt follow up means you are [link widoczny dla zalogowanych] a serious business, which acts professionally and is likely to be a supplier [link widoczny dla zalogowanych] worth meeting with to buy from.
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