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TRADE SHOW BLUES Question 2: The correct answer is e) All of the above. "Our sales staff attended the show and stood in the booth. They even had some pens to give away. Not one order was written and no leads were generated." - Client B If you spent less than four months preparing for the trade show then you were not prepared. If you did not budget for a functional display with well-conceived support materials then you wasted your time. If your sales staff did not track every inquiry and conduct the necessary follow-up then you need a new sales staff. In today's competitive market, serious buyers go to trade shows to purchase. They want to be impressed and enticed. Your staff should be so polished as to dazzle the buyers from the moment of contact. Too many companies send untrained representatives to accompany skilled professionals. It is great that they attend to learn the craft of building relationships, however, too often they are told to "hold down the fort". Many sales are lost because they cannot answer simple questions or do not make the connection necessary to sustain sales interest. And your sales pro is nowhere to be found. Your sales force should be adequate in size to cover any contingency onsite and remain actively engaged in the booth for most of the show. They should rotate onto the floor to view competitor's booths as sparingly as possible. Use your untrained staff to go gather sales sheets and chat. The sales pros need a support staff to act as gophers. Create a clearly defined chain of command with duties outlined long before the show. Meet to discuss these responsibilities to make sure everyone works as a team. Trade shows can be fun, but the main focus has to remain selling. Prepare for the sale, engage buyers during the show, and continue to sell long afterwards. Don't become complacent and assume a lead is good or bad from a brief encounter. Every lead must be pursued as if they will become your best customer. And make sure the company provides a laptop and printer with all the software necessary for immediate onsite tracking and response. Buyers tend to get an overview of a show the first day and return for serious discussions the following days, if not order submission. Imagine how impressed a buyer would be if your staff had a customized proposal ready for them based on that first conversation. Even if the details are not exactly correct, they will know you spent the night focused on their business. And if you are going to distribute a premium, make it good. Buyers remember companies who make great effort to create a relationship. Choose and develop your incentives wisely. So what does your sales force do when they go to trade shows? |