Money is tight for quite a few people right now. Individuals and corporations alike are reviewing their budgets and trying to figure out where to make cuts in order to save the bottom line. Sadly, many salespersons are opting to forego important trade shows, seminars, and conferences.

Huge mistake.

Trade shows and conferences are important to every successful salesperson on a number of different levels. Sure, you can network, but you can also attend classes and listent to the advice given by serious keynote speakers. Each of the individuals teaching and speaking has something important to share.

These people have already proven that they’re good at what they do. If they’re willing to share the methods they used to climb to the top than you should be willing to listen.

I truly believe that avoiding trade shows and conferences just to save a few dollars is a detrimental decision. Would you prefer sitting at your desk waiting for the phone to ring or visiting with successful professionals and learning how to make your phone ring.

A successful salesperson is interested in finding ways to turn his situation around regardless of what the economy attempts to dictate. Some of those answers are going to be hidden within your trade show and conference experiences.

The choice is up to you.

Sean

Sales Expert - Marketing Consultant – Motivational Speaker

Attending a trade show means more than just showing up and networking. If you really want to promote your business you’ll need to have a stunning display that is not only informative but draws attention to your company. When designing your display make sure you include the following key elements:

1. Include graphics that are clear and colorful but not flashy. Anything that is overdramatic or too abstract will draw attention away from your main purpose – to introduce your visitors to your company. If your graphics are too flashy your visitors will spend more time trying to interpret your sign than they will spend listening to you.
2. Make the headline at the top of your display stand out, but keep it short and simple. The clearer your headline the easier it will be for your visitors to remember, even after they’ve walked away. Often times people have a set “plan” when they walk into a trade show. If you don’t grab their attention off the bat with a simple headline you may never gain it.
3. Make sure your display incorporates short sentences and bullet points. Visitors don’t have time to read lengthy marketing documents and will be ready to move on to the next booth almost the minute they arrive at yours. Time is money, so make sure you’re not wasting their time. Keep everything you write short and simple.
4. Your head caption is the most important, but don’t forget to list the name of your company near the top of your display as well. What good will your headline and copy writing do if your visitors walk away without remembering WHO you are?
5. The internet is more popular than ever before, but we still sometimes forget to advertise our web presence. Make sure your website address is clearly displayed on your display and on your handouts and marketing materials. Those who are hard pressed for time during the show may go back to your website later – especially if you grabbed their attention.

Trade shows can be a fun way to meet new people and potential clients but it’s important to remain focused at the same time. Design your display correctly and half the work will be done for you!

Sean

Sales Expert - Marketing Consultant – Motivational Speaker

It seems like I go on and on and on about the things you should do when developing oyour marketing campaigns, but I rarely get a chance to talk about the things you should NOT do. Not long ago I took a stroll through a trade show exhibit hall and saw a few things that gave me cause for pause.

What did I do? I turned it into a list for you! Here are THREE things you should NOT do while manning a trade show booth. That is, if you actually want to drum up any business.

Eating and Lounging Behind Your Booth

At one booth I saw a man sitting behind the booth attempting to eat a messy sandwich without getting it on himself. He couldn’t put his food down, wipe his face and hands, and get up to acknowledge his visitors without making a huge mess. I don’t think he wanted to, either; it took him long enough to notice me.

Seriously, though – try not to sit behind your booth or eat while you’re back there. There are always designated eating and smoking areas outside of exhibit halls; have your coworker man the booth and take the break you need when you need it.

Don’t Wear Comfortable Shoes

Wear the classiest pair of shoes you own, no matter how uncomfortable you are. After all, people walking around trade show halls only do so in order to stare at other people’s feet. You won’t feel good, but at least you’ll look good!

Why on earth would you want to wear uncomfortable shoes or heels if you know you’re going to be on your feet for hours on end? You will be on your feet, too (see above – no sitting)! It’s unprofessional to lean on equipment and walls, too, so be prepared to be on your feet all day long.

Show Up Late, Leave Early

Your coworkers will set up the booth and speak to prospects until you arrive, so there’s no need to leave early to account for extra traffic or getting lost. Take your time, stop for a cup of coffee, and make sure your child’s daycare knows you’ll be picking him up early – you will, after all, have an easy day lounging behind the desk at the trade show.

It amazes me how inconsiderate those unexperienced with trade show operations can actually be. You’re working as a team – show up on time, do your fair share of the work, and don’t leave a minute earlier than the show is scheduled to end. On a similar note, avoid the urge to pack up your booth before the end of the show strikes. Many booths tend to pack up their wares 15 minutes before closing, but this is unfair to prospects who may wander through late.

Other Trade Show Mistakes

I’m sure you’re getting the point by now. Your actions at the trade show will either make a wonderful or terrible first impression on your prospects. Here are a few other things to avoid:

• Don’t chat with your colleagues all day; prospects don’t want to attempt breaking up a clique or conversation to get the attention you’re supposed to be giving them to begin with.
• Don’t talk on the phone. Put your cell phone away and only take it out if there is an emergency.
• Don’t eat foods that are going to give you bad breath. Avoid garlic and strong spices. Make sure you carry some mints or chewing gum with you as well.
• Remain professional at all times. Don’t complain about the way the show is run or how unhappy you are that your boss made you attend.
• Never, ever talk about your competitors, especially in a negative manner. I usually try to avoid engaging in conversations where a prospect asks me to talk about another company, but if I am forced to comment I’ll always say something neutral or positive.

Ready for your first trade show? Enjoy your time there and learn from the experience. You’re bound to meet a number of potential prospects and business contacts!

Good luck!

Sean

Sean McPheat

If you haven’t been to a trade show before, 2009 is your chance to shine. Going to trade shows, whether to advertise and promote your business or simply network with others, is an excellent way to make your name known.

Most salespersons attend trade shows with the intention of booking space, setting up a great display, and advertising their products or services. This is a great plan, but if that’s the extent of your plan you have a lot of work to do. There are quite a few things you need to consider before leaving the office if you want to walk away from your first trade show experience feeling like a success.

Do you have a clear goal?

You should set clearly definable goals before attending any sort of business function and trade shows are no different. Is your goal to formulate a list of prospects, network with those in your field, or actually close a sale? You can have as many (or few) goals as you like, but they should all be realistic and crystal clear. You should never sit at a trade show wondering why you’re there.

How did you choose your trade show?

Did you choose a random trade show to attend or did you choose one that somehow relates to your industry? It’s easy to look at a list of trade shows and evaluate the market they’re targeting. Do you have something unique to offer that market? If you sell widgets, you will want to avoid the “Widget Maker’s Trade Show” and perhaps instead focus on a trade show geared at those who might need to buy widgets in order to manufacture their own products.

Does anyone know you’re attending the trade show?

It is one thing to book a space and set up a table, but it’s another to advertise your presence. Don’t rely on the trade show hosts to effectively advertise the entire show. Make sure you let your family, friends, current clients, prospects, and anyone else you can think of know you’ll be attending a specific trade show. Shoot them an email, place a schedule on your website, and even make a few phone calls. The more visitors you have to your booth, the better your response will be.

Planning to attend a trade show can be a time consuming task, but it should also be a fun and enlightening experience. Later on we’ll talk about some of the things you can do to make sure your physical display draws as much attention as possible.

Until then, I encourage you to take a look at your calendar for the upcoming New Year. Do you have any trade shows on the books? If not, try to schedule at least one. You won’t regret attending.

Sean

Sean McPheat

Telephone 0800 849 6732