Turn Trade Show Contacts into Contracts
Rando, MA, MCC
Trade shows are a great way to introduce new potential clients to your
company and to reconnect with your current clients, educating them to
the many valuable products and services you have available.
Also, trade shows allow an informal setting for people that have been
thinking about working with your firm to get their questions answered
and have an impromptu discussion about potential solutions to their
While trade shows can be a winning strategy to attract new clients,
they can also be a huge waste of time, energy and resources if all that
happens is you build a eye-catching display and say
“hi” to people as they walk by. Do not waste this
great opportunity to build your business. When formulating your trade
show strategy for success, use the following tips to make your
Like a Million Bucks
You want to always look your best when working a trade show. Looking
professional makes people more receptive to speaking with you. Make
sure you look the part of the successful firm representative. Press
your suit, get a haircut and make sure your shoes are comfortable and
polished. Where light colors—dark blue and black are more
intimidating. It’s best to go with the lighter colors in your
closet for this event.
Out In Front
Put together a great display to really catch the attention of trade
show attendees. Be sure to position the display tables in a way that
allows you to easily enter into the pedestrian isle. Do not put a table
across the front of your booth, since this puts a barrier between you
and passersby. Keep your booth neat and uncluttered. Put out only a few
materials at a time.
Show your teeth to everyone and make eye contact as people come near
your booth. This conveys warmth and makes it easy for people to
approach you. Go out of your way to be friendly, energetic,
approachable, and connect with all the trade show attendees.
Starts with a Great Opening
Rehearse your opening statement. Say something that gets people to stop
in their tracks and spend some time at your booth. Ask a question. For
example a professional organizer might say, “Please tell me
your biggest organizing challenge—I am sharing some quick
tips.” This way you are giving them something of value right
away and not selling them right away.
a Show Special
Offering a show special, prominently displaying information about it,
can entice people to your booth. Show specials also create a sense of
urgency to get people to make a buying decision right away. You can
also introduce a new product or service and have a special for
attendees who take advantage of this new offering. You want to close
lots of business at the show.
the Important Info
Have a drawing, and make it easy for people to enter the drawing by
dropping their card into a bowl. This creates excitement and ensures
people will stop at the booth. If people do not have a card, provide a
form that people can fill out. Make sure everyone writes down all of
their information: name, address, phone, and especially email address.
Gathering the contact information of attendees is one of the primary
objectives of participating in trade shows.
If all of your materials look like sales materials, they will probably
end up in the trash before the tradeshow attendees leave the convention
hall. Give everyone coupons and innovative premiums with your logo.
These keep your name in front of someone long after the trade show has
passed. Make sure to bring plenty of whatever advertising specialty you
choose: Post-It Notes®, calculators and notebooks are all good
choices. You do not want to run out of goodies.
Fortune Is in the Follow Up
Within two days after the tradeshow send out a thank you email or
letter with an additional special offer. Within two days is key.
Otherwise they will not even remember you. If you wait two weeks or two
months the tradeshow attendees will not even remember meeting and
speaking with you.
Trade shows can take a lot of time and energy. When done well they can
attract many new clients and expand the services used by current
clients. Follow the ideas above and get the most out of your next trade
Rando, MA, MCC shows entrepreneurs how to succeed with ease. She is a
professional speaker, best-selling author, business success coach and
creator of the Business Breakthrough telecourse programs.
To gain many
more business building ideas via podcasts, articles and other resources
visit her website http://www.attractclientswithease.com. Caterina can be reached at
415 668-4535, by email at firstname.lastname@example.org.