Understanding Trade Shows

                                                                                         

Trade shows are a must do trip for most business owners and sales staff. They often prove to be a great place to both network with peers as well as sell to customers. However, the selling part is often hindered by not understanding the psychology of the crowds teeming through the convention hall. Putting yourself in the shoes of your booth's visitors can do a world of good for your trade show productivity.

Understand They Have the Hots to Get Out To the Slots

Trade shows are often in appealing locales. You rarely see a trade show in dead of winter Cleveland. No offense to Cleveland. Las Vegas is quite a common trade show destination, and most readers of this piece have attended several there. Obviously, Vegas holds a plethora of distractions. Odds are (no pun intended) the visitors to your booth are looking forward to hitting those slots and tables. Do not drag things out longer than necessary. A quick sales process at your booth versus a lengthy one at a competitor's will work wonders for you.

It's Vegas Jerk, We Don't Want To Work

Many exhibitors make the mistake of assuming visitors to their booth desire to engage in detailed analysis of a product or service there on the spot. This is most often not the case. As indicated before, most trade show attendees have their minds on other things. Keep it simple at the booth. Establish a relationship. When the prospect leaves your booth happy then your follow up call after the show will be much more productive. Brochure printing and presentation folder comes in quite handy towards this end. Giving a package which can be perused later upon return home is a much better strategy.

They Could Be On the Third Beer, Keep the Prices Clear

If your product costs $90, then make the price $90. That seems simple enough, however many engage in all sorts of pricing acrobatics which only serve to annoy potential customers. Price is $120 with a $20 rebate and further 10% discount if you buy at this show. You mean it cost $90. Keep it simple and understandable. Do not force your prospects to do mental calculations when their mind is on neon lights and showgirls.

Follow Up Is A Go after the Show

Many sales reps think the show ends when the booth comes down. This is not the case. One must follow up closely with all the leads generated. As indicated, many sales are consummated after the show. If you are not following up you can be sure your competition is.

These simple rules can make your trade shows produce higher ROI on the costs associated with sending your team. Be efficient in your contacts. Don't waste your booth visitor's time with complex pricing or data overload. Follow this formula down the path to trade show sales success.

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