Trade Show Selling Tips

Trade shows can be enjoyable events, a chance to escape the office, and visit a new city. However, when you are choosing your trade show staff, make sure they are committed to the main goal of the trade show – selling. Trade show selling is an art, just like any other type of business development. The goal should always be closing, but the trade show is also a great way to introduce your company in an impactful way and show off your best faces. Below are some tips to put your best trade show selling foot forward.

• Choose staff wisely – the office party guy may be fun to be around, but is he there to have fun or to sell? Attending trade shows is an honor, and the office party guy may not be the honorable choice.
• Scrutinize prospects – not every person that walks up to your booth is a serious buyer, or even a buyer at all. Sometimes people attend trade shows just for fun, to get out of the office, etc. It’s almost as if some trade show attendees are wired to pretend that they care so that they can get the free stuff. Beware of these, know how to read them, and don’t waste your time with them – during the show, and definitely not after the show. If they’ve got a stack of brochures, bags and a lot of giveaways, chances are they are not a qualified buyer. Another prospect who is not a good lead is someone who is in an area you do not serve or is not in a position to make a decision, so make sure to ask the right questions.
• To follow up with the previous point, don’t have your giveaways and brochures on display for just anyone to take. If you control the giveaways and materials, not just any person can take them. This is a great way to save money on materials.
• If you do find a qualified prospect, schedule the appointment now. Why wait until after the show? The connection is fresh in both of your minds, so get on their calendar immediately.
• The best way to sell is to be quiet, ask the right questions, and then be prepared to listen with presence to the problems of your potential clients. Forget about your perfectly prepared pitch. People are buying for their reasons, not for reasons given to them by you.
• Stop treating your prospects like prey. Don’t be so aggressive – that’s for predators. Be warm and welcoming, respect boundaries, and don’t scare people away.
• On the other hand, you cannot be passive either. Don’t just collect names and business cards. Staff should be proactively talking (and listening) to every person who walks into the booth.
• Follow up and keep in touch with qualified prospects.

Trade show selling is an important aspect of any trade show marketing. It’s an opportunity to put your best sales people in front of a lot of prospects, but proper training in etiquette practices and trade show selling will help you get the most bang for your buck. Check out some other articles about trade show attendance here.