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Generating Leads And Making Sales: Advice For Trade Show
Exhibitors
Copyright 2007 by Matt
Kelly
If you are getting ready to set up a trade show booth
for a show, then you are already being business-savvy
and doing the smart thing. Trade shows are one of the
best ways to market your products or services and
advertise your business to interested buyers. Even for
successful companies, trade shows can increase sales and
public exposure dramatically. Trade show booths allow
businesses to directly connect with the people that
purchase their products or services.
Though the reasons for exhibiting at a trade show are
obvious, simply setting up a trade show booth is not
enough if you really want to make the most of your
expense and time. Generating leads and making sales are
your priorities and your trade show booth – both the
physical space and the display – can help you do this.
When you are displaying a trade show booth, you want to
project just the right image for your company; one that
makes potential clients want to learn more after their
first glance. Although people’s eyes should be drawn to
your trade show booth, it shouldn’t be because it is
simply flashier or louder than the others. Flashy or
loud may be good for sales if your business is video
games or music, but if your business is selling gourmet
foods to restaurants you probably don’t want to
advertise your booth with a flashing neon light or loud
ear-splitting rap music. Your trade show booth should
reflect your company’s brand and market, while still
offering just that little extra effect that makes it
stand out. This may sound difficult, but it really
isn’t. It just takes a little pre-trade show planning
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For the sake of keeping it simple, let’s say that your
business is selling candles wholesale to retail outlets. You
want your trade show booth to let people know immediately
what your business is all about and understand immediately
why your business is unique and worth looking into.
Remember, depending on the trade show there may be other
businesses that sell the same thing you do, so just simply
stating your business name and what you do will not be
enough. You don’t want to be obnoxious, though, so having a
hundred lit candles placed all over your booth would be too
much. Don’t overwhelm potential clients – it will turn
people away. A better idea would be to display your best
candles around the booth, unlit, and then have professional
brochures placed next to each type of candle that you are
advertising. Offer coupons for large discounts or money-back
guarantees on a first bulk-purchase – this shows that you
have complete confidence in your product. And consider a
giveaway like a tealight or other small candle so attendees
can take your product with them. This encourages them to use
your product and to contact you if they are interested.
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Remember that it is your expertise and professional demeanor
that people will remember the most, despite all of your
display magic. Though the day may prove to be long, remember
to sound fresh and excited when talking to each prospective
client. Every interaction is a chance to make sales and
generate leads. Practice your sales techniques in front of a
mirror if you think that will help. Ask friends and
colleagues what they think of your sales pitches, and be
willing to accept constructive criticism. Most of all, with
each potential client, project confidence. If you can show
that you really believe and are excited about your product,
your enthusiasm will be contagious.
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A trade show is a good venue to generate sales leads and
establish new business contacts. Making a sales presentation
is easy - you know your product and can speak to its
features and benefits. You likely have several different
presentations depending on the audience, length of time you
have to speak and the product you are showcasing. Use these
presentations while you are meeting with prospective clients
at your trade show booth and you will feel confident that
you are providing them with the pertinent information they
need about your company and products. Think of a trade show
as a place where you can make many sales presentations all
day long to a targeted audience of people attending the
trade show. This is the best way to exude confidence and
make sales.
ABOUT THE AUTHOR:
Matt Kelly is the president of ExhibitDEAL, the
Original Exhibit Wholesaler specializing in
trade show booths. They provide 20, 10 and
8-foot pop-up displays as well as custom trade
show displays and can be found on the Web at
http://www.exhibitdeal.com/
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