Selling a product or service at a trade show isn’t the easiest thing to do. Many companies are happy when they gain a large number of leads. However, those leads still need to convert to paying customers or the cost of the show wasn’t worth it.
There are several ways you can go about selling a product or service at a trade show. Here are a few tips to help you with selling at trade shows.
The Soft Sell Doesn’t Work
Trade shows are not the right environment for a soft sell. You need to use a hard-sell approach or you won’t convert many attendees into customers.
When somebody shows any interest in your exhibit, you should approach them and invite them to learn more about what you have to offer. Don’t allow them to wait, as the attention span of a trade show attendee is very short. You have about 60 seconds to capture their attention or they will most likely move on.
Qualify Your Potential Prospects Quickly
It’s important to quickly determine if a new person you have met at a trade show it a buyer, competitor, supplier, decision maker or browser. You don’t want to spend all day trying to qualify them just to find out they are not a buyer or a decision maker.
Ask key questions, request a business card and make sure to look at their trade show badge. This will give you plenty of information to help you qualify the prospect.
There’s nothing worse than blowing an opportunity for a sale due to poor manners. You should look sharp and provide the most polite approach possible. Don’t smoke, eat or drink at your booth and don’t sit down.
You want to make sure your booth is never left unattended. If there’s nobody at your booth, you may be missing opportunities every time somebody walks by.
Focus on the Customers
It may seem easier to talk to colleagues at a trade show, but you’re not there to catch up. You’re at the trade show to sell products or services and spread brand awareness. Avoid spending time talking to colleagues and focus your time on the customer.
Choose the Right Location
One of the most important factors in selling at a trade show is foot traffic. Some locations gain better foot traffic than others. You will be able to get some information from the trade show management, but the best thing you can do is go to a show as an attendee.
Walk a trade show yourself and get a feel for where people gather and where the foot traffic will be best for your booth. Sometimes, the locations seeming to be the best really are not the best choice.
There are several things you will need to do right if you want to sell at a trade show. From choosing the right location to making sure you politely focus on your customers, you need to be on your “A” game. Use the above tips to get the most out of your next trade show and you might leave with more sales and more qualified leads.