THE ROLE OF SALES AT A TRADESHOW BOOTH
PART 2: THE SHOW
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Here is part 2 of my 3-part miniseries, “The Role of Sales at a Tradeshow Booth”.
PART 2: THE SHOW – BE READY.
Show time is game time. After 25 years in the tradeshow industry, I have seen the best exhibit designs diminished by a lackadaisical, uneducated booth staff. Don’t do this! You’re in sales, work your magic. The number one goal is to get qualified prospects into your booth.
Here are 4 ways to crush that goal:
1. KNOW THE AUDIENCE
As the masses walk up and down the aisle, know what badges to look for. They are often color coded by media, exhibitor, buyer, etc. If so, target the ones who are potential buyers. If not, you will need to ask the right questions to determine who they are.
2. KNOW YOUR BOOTH
Get to the booth early to thoroughly understand the messaging, product placement, how to work any demos, and the general flow of the booth. This is your company, make sure you are an extension of the company and the booth’s message.
3. ASK OPEN ENDED QUESTIONS
“Good morning,” and “How are you today?” will only get you a polite nod and a fast-walker. Ask what brings them to the show or invite them in for a demo. Ask about the opening speaker or inquire about what seminars they are attending. In exchange for 5 minutes of their time, offer them an amazing giveaway!
4. ADD NOTES TO LEADS
After you have engaged with a client or prospect, jot down notes from the interaction. This could be product or service related as well as a personal tidbit you picked up on (sports, kids, pets, etc.) Working a show is tiring and fast paced, but by simply adding a note to the lead collector or even a notebook, the follow up call after the show will be much easier and more personal. Those little details you noted will make the client or prospect feel remembered.