Winning Strategy for Trade Shows

Ok. Let's talk specifics. For the next several entries we will focus on a number of industries and events. We will discuss which products seem to make the most sense for each, and how best to use them. It is always dangerous for us to do this sort of thing. Once we start naming products we run the risk that you will think we only offer those products. If we talk about an industry you are not part of, you may lose interest in us. Oh well. No risk, no profit…

Today… trade shows.

Exhibiting at trade shows can be a great way to build your business. Depending on the show, hundreds or even thousands of potential customers will walk past your booth, table or display. Your job is


1) to figure out which of the passers-by are good prospects and then
2) get the good prospects to stop so you can proceed though your sale process

Prior to the show it is a very good idea to decide who you want to meet and what your goals are. If you don't know who you want to meet, why spend the money to exhibit in the first place? Start with your best prospects. Add your dream accounts. Who are your best customers now and who might be their 'clones'? It doesn’t have to be a big number if adding just one of them can make your year.

Once you know who they are, invite them. Yes, invite them. Don't make the mistake of assuming that the event coordinator will send them an invitation. Send them something so that they know you will be there and that you want to see them. More importantly, give them an incentive to STOP AT YOUR BOOTH. Getting them to the show is NOT enough.

Here’s an idea. Send them an ‘invitation to the movies’ along with the event information and promise them a movie gift card when they stop at your table. Or, prior to the event, arrange with the event caterer to buy a number of drink tickets, then send a tote bag with your logo and a QR Code linked to a map with your booth location on it to your list promising to give them extra drink tickets when they stop at your booth WITH the bag. Not only will this send them to your booth, it will help you determine which of the people passing by your booth are the people you want to meet - they are carrying your bag!

More on trade shows later. For a sneak preview, CLICK HERE

Steve Raggo
www.raggo.com