Trade shows and expos are a great way to gather leads and obtain new customers. Before you attend an expo, however, make sure that you develop a game plan. Otherwise, you may end up simply wandering up and down the aisles unsure of how to maximize your time.
Think of your attendance at a trade show as consisting of three distinct stages.
- Preparation
- Interaction
- Follow-up
1. Preparation
Before you register for an expo, investigate the basics. For example:
- What time does the event begin?
- What day(s) of the week will it be held?
- Where will the event be held?
- Will there be any presentations you want to attend?
- How many exhibitors are expected to attend the event?
- Research companies and make a list of who you want to meet at the event.
- Invite your current and past clients and prospects to join you at the show.
- Schedule your follow-up emails and block time to make follow-up calls/emails.
Pre-register for shows whenever possible. By pre-registering, you will be on mailing list and able to keep up-to-date on future events.
Finally, make sure you have plenty of business cards on hand. A good rule of thumb is to bring more business cards than the number of exhibitors at the expo. Most exhibitors will want your business card for giveaways and post-event marketing.
2. Interaction
Navigate the event with your clients, prospects and power partners. They will appreciate the fact that you thought of them. It’s a great casual way to build a working relationship as you investigate the event. It will surprise you how candid they will become concerning their business needs. This type of gesture will bring you closer to the position of “trusted advisor”.
While you walk the floor during the event, remember that the exhibitors are looking for your business. They have spent a great deal of time and money to exhibit at the show. Be respectful. It is bad form to attempt to sell your own goods or services. If you have not purchased a booth, some expos may even ask you to leave if you are found promoting your business.
However, you can offer to connect with exhibitors as a power partner or refer them to one of your clients if there seems to be a fit. Ask lots of questions about their company. Share just a bit about your business. Take their contact information and leave yours. Commit to calling them in a few days after they had a chance to get caught up.
3. Follow-up
After the expo is over, it’s time to rate your prospects. Rank them accordingly:
- A — Hot! Call within 24-48 hours. A possible client for you.
- B — You have a referral for them. They could be a power partner for you as well.
- C — Not sure how you will work together.
- PP — Definite Power Partner.
One way to impress your prospects is to send a handwritten note or email as a follow-up. Here are some suggestions on how to proceed:
- Write your “A” prospects a handwritten note and personal email reiterating why you would like to connect. Contact them within 24-48 hr.
- Send your “B” and “C” prospects a generic email stating who you met and your offer.
- Invite your “PP” (Power Partner) prospects to a scheduled (in-person or phone) brainstorming meeting. Generate ideas on how you can work together.
Finally, here are some basic rules of etiquette to keep in mind when attending a trade show. These, too, will go a long way toward impressing your prospects.
- Do not take expensive giveaways. They are meant for their serious prospects.
- Help yourself to refreshments sparingly. Don’t plan on having dinner at the event.
- Do take information and business cards and don’t forget to leave your business card at each table.
- You can also leave a note on the back of your card to recap your conversation (e.g. “Call You next Wednesday for coffee”).
- Never interrupt a sales interaction.
- Introduce yourself, smile and make eye contact.
- Ask questions that build rapport such as, “Is the event working well for you?” and “Are you meeting your target audience?”
- Offer compliments, “Your booth looks great”, “That is a wonderful service you are offering”, “I would like to learn more.” Above all, be sincere in your interactions.
- Send a thank you note to the show’s coordinator.
Do you have any tips of your own? Let us know in the comments!
Recent Comments