How To Get The Most Out Of A Booth At A Trade Show The following advice comes from Jim Madonna Marketing, LLC, located in Somerset, NJ. Specialized in training salespeople for Trade Shows, this advice is appropriate for all, regardless of company size. One of the greatest sales challenges is to get buyers to give you an appointment. Wouldn't it be nice if buyers came to you? Well they do when you exhibit at a trade show. Perhaps the best thing about trade show selling is it's cost. The expense of a sales call performed at a trade show booth can be half the expense of making direct sales calls. On average it takes only one follow up to close a booth generated lead. What's your experience on direct sales calls? The national average is about five. Therefore trade show booths can be hotbeds of inquiries, leads, referrals and sales-but only if you know what you're doing. Below are ten suggestions for getting the most out of your next trade show. Get a good location: Register early. Find out how assignments are made. Ask for the best booth position. Advertise your appearance: If you opened a store in a shopping mall, you would expect to do advertising and promotion to get people in the door. The same is true for a trade show. Send letters, e-mail, and postcards to both existing clients and prospects. Put stickers in everything that goes out starting two months before the show. Consider including teasers in your mailing such as coupons, discounts or prizes that can be picked up at you booth. Design your booth: How will you give your exhibit extraordinary eye appeal and stopping power? Build your exhibit around your product. Remember the purpose of exhibiting is to sell your product. Educate booth personnel: Make sure your people know the product and can answer typical questions they may be asked at the booth. Prepare a half-minute description of what you do. First, focus your presentation on how you add value to customers. Then, focus on the features and benefits of your product. Greet visitors the right way: Don't: Sit down, look bored, read or eat at the booth, don't ignore visitors. Do: Have the booth covered at all times, dress in a manner consistent with your company's image, and engage visitors in conversation which will help you qualify them as a potential client. Qualify your leads: Use lead sheets to keep track of potential customers. Code the sheets by asking the right questions, such as: "When would you like to start the project?" Ask for specific details they have in mind. "Is the financing in place, and when would you like us to follow up with you?" Ask for their mailing address so you can send additional information. Ask if there's a phone number you can reach them at. (Many people are reluctant to give home numbers but they will give business numbers.) If the customer answers these questions, code the sheet as a Priority Lead. Use a simple "GOOD - BETTER -BEST" method. Don't over complicate the process. Make notes of their specific requests on their sheet. That will give you an advantage when you follow up. Bring the right materials: Realizing the high cost of super slick brochures, consider bringing two types. Use your "A" material for qualified leads and "B" material, such as flyers printed on colored stock. Places like Staples and Office Max can produce thousands of these flyers for minimum cost. Bring plenty of business cards. Evaluate/Debrief: After each show day, assess with your people the leads generated. Sort them for follow up. Ask which techniques they found to work best. Zero in on what works and share the knowledge. Follow up: Schedule time after the show to follow up right away with your qualified leads. For less urgent leads, try sending a simple "Thank You" note for stopping by your Booth. Invite them as Special Guests to visit your Showroom, or offer incentives. Save the mailing list. Give some time and follow up again. They just may be ready to do business. Learn From The Experience: During the event, take note of other vendors, what they're doing right or wrong. How do their displays look? How do their people respond? What is the reaction from the public?