When it comes to engaging the modern-day consumer, trade shows are quickly growing as an effective way to not only introduce a product but also to sell it. While it is often easy to draw a customer in with just the right amount of eye contact and a friendly greeting, more often than not, most customers end up walking away empty-handed. Whether you’re advertising a service or a tangible product, here are some surefire ways to make sure you close the deal right then and there.
The truth of the matter is that most people won’t consider buying a product unless it caters to some sort of personal need or desire. Before introducing the product, it’s important to make sure that you start by getting to know the person you’re trying to sell the product to. While you won’t need to have a lengthy, in-depth conversation with each person, you should try to get a sense of what general demographic he or she falls under. Even simply knowing the individual’s age can give you a good idea of what he or she may need or want.
Now you have the opportunity to focus more on the properties of the product that will interest that particular person. First interactions often set the course for the rest of the encounter, so it’s important to remember that you want to convince your potential customer that he or she will benefit from the product rather than simply entertaining the individual with information.
As we move toward a more fast-paced society, one of the most effective ways to hold a person’s attention is with a physical, interactive demonstration. Allowing the customer to engage with the product allows you to directly show the impact it will make on personal lives. It’s easy to forget simple words, but it’s harder to forget an actual experience.
This is also a great opportunity to show the customer the authenticity of your brand and product. It’s hard to believe things you can’t see, but who will deny something watched personally? A good demonstration will eliminate all doubts that the customer may have about the product, which will increase the probability of purchase.
One thing to remember when selling a product is to keep in mind that you are not only asking the customer to trust the product but also to trust you. Word of mouth is one of the leading ways that a product gets buzz, because people trust the opinions of others. With this in mind, make sure to present yourself to the customer as a friend rather than a salesperson. Be honest about the limitations of the product, but highlight the need for it despite the limitations. No one will believe a salesperson who goes on and on about the perfect product, but people are more inclined to trust those who don’t hold back the truth. One way to do this is by stating why the product may not be the best for a different demographic of people but perfect for those fitting the customer’s. This lets the customer know that your brand is honest and aware of the fact that this product is not for everyone. Don’t simply sell the product – sell the brand behind it.
The key to selling a product is giving the impression that the customer is not taking a risk. Make the customer think, “Why not?” A trade show offers the perfect opportunity for this because it allows you to immediately answer all the questions someone may have about the product. Since trade shows almost always offer demonstrations as well as a physical person to answer any questions or address any doubts that a customer may have, it makes for a greater likelihood of an instant purchase.
The main reason that shoppers spend so much time doing research before making a purchase is because the digital world lacks the physical assurance that people naturally desire. Most people need someone there to personally assure them that not only is there no harm in simply making the purchase now but also that it may be easier than purchasing later. It’s now or never, right?
While trade shows are great for increasing brand awareness, most companies don’t realize that this is also a great opportunity to make direct sales. There’s no doubt that the world is quickly moving toward a more digital platform, but even the most complex technological advances cannot compete with real interactions with real people. At the end of the day, people are most likely to believe in a product they can experience themselves, so make the most of your next trade show with the right sales-closing strategies!
Trade shows offer a spectacular opportunity to get your business and message out into the public conscience. These events give you an incredibly personal way to interact with heavy users of your product category as well as influential voices within your industry. Having a promotional product giveaway at one of these trade shows is an even better way to capitalize on the attention you will already be receiving at the event. However, not all giveaways are created equal, and a poorly executed giveaway could be a waste of your marketing budget. There are a few simple things you can do before announcing your giveaway that are sure to generate the success and return on investment you are seeking.
Like any other sort of promotional spending, you want to make sure that whatever you are investing money in will have a tangible and measurable return on investment, whether in terms of company awareness, leads or actual sales. Fortunately, giveaways can be some of the cheapest promotional activities when compared with other marketing activities like traditional advertising. However, giveaways also represent a very special challenge when it comes to quality perceptions of your company. You don’t want to offer a giveaway item that is cheap as a way to save money. Even if the item is a fully functioning and quality prize, your audience will develop the perception that your company is cheap because you did not offer a more expensive item to give away. Further, you don’t want to give away a big-ticket item so expensive that the number of customer actions necessary to receive a return on investment is unrealistic.
As with any promotional activity, you will want to define who you are trying to reach with your giveaway as early as possible in order to tailor the event to them. You also want to make sure that whatever item you decide to give away is both relevant to what your company does and something your audience would actually want. So, for example, if you are a plumbing company giving away the brand-new iPhone at a trade show, you will definitely attract a huge audience who want the phone, but as soon as the giveaway is over, nothing about a new iPhone is going to make your audience remember your company or why they should become your customers. Vice versa, if you are giving away free plumbing parts, you aren’t going to attract a very big audience, no matter how closely related to your business these items are.
Goals and Measurement
Probably the most important piece of the tradeshow giveaway puzzle is identifying the specific goals you are trying to meet with this giveaway and the related ways that you will track these goals. You can’t begin to track and measure success if you haven’t defined what success looks like. Your goals might be to create greater awareness of your company within your desired audience and generate more leads for your products, or your goals could simply be direct sales. Whatever your goals are, you need tools both at the event and beyond that will track these metrics. These tools could be things like social media, web analytics, business reviews or a noticeable incremental sales lift after the giveaway.
As we said earlier, a trade show giveaway can be a truly valuable promotional tool and one that can provide an amazing return on investment if executed properly. If you are able to keep these three tips in mind when planning your next one, you are sure to see the success of your giveaway reflected in the increasing success of your business – and will gain a reputation for having the best trade show giveaways around. For all other trade show and promotional materials needs, TradeShowPlus, Inc. has your back.
If you’ve ever been part of a trade show booth, you are likely well aware of the time and effort it takes for everything to run smoothly. There are countless display details to figure out as well as coordination between all of those involved. Sometimes, so much energy can be spent on planning the displays and materials you’ll have that no one considers the actual conversations you’ll be having with your audience. Those conversations are going to play a significant role in attracting new customers, so you’ll want to make sure everyone at your booth is aware of what to say and how to say it.
For some guidance on talking to potential leads at your next trade show, check out these simple trade show tips – and make sure to share them with your team!
Interact With Your Audience
Draw in passersby with something they can do rather than just see or hear. Consider doing a live presentation; using touch screens in your booth or implementing mobile augmented reality, which allows people to use their own phones to participate. Whatever makes sense for your brand, this interactive or experiential marketing is a great way to bring in more leads. Getting your audience involved will make your booth stand out in their minds, helping them to remember what it is you’re offering.
Provide Information, Not Pressure
No one wants to deal with a pushy sales person, and trade show attendees are no exception. You don’t want to be shy, but don’t be aggressive either. Provide information to anyone who’s interested. They’ll appreciate your approach, especially if you show them you have their best interest in mind. Your product most likely won’t be a good fit for everyone, so don’t try to force it to be.
Respect Your Audience’s Time
Everyone’s busy, especially at a trade show, so don’t dally. Get your message out there clearly and succinctly.
Consider Questions You Might Get
There will always be someone who asks a question you’re not prepared for at a trade show. But there will be fewer occasions of this if you organize your thoughts ahead of time by considering what you don’t know. Make sure you fill in any blanks before the event so there’s less of a chance you’ll get stumped. And don’t stress when you do get that rogue question – it’s impossible to have all the answers. If there’s no one else who can help you with the answer, get the person’s contact details and be sure to follow up with them later when you’re able to get an answer.
Follow Up With Leads
While we’re on the subject of following up, we recommend organizing the business cards of everyone you meet. Whenever you have a spare moment throughout the event, jot down a couple notes on the back of each card that will help you remember who that person was and what information they need from you. You’ll thank yourself when the event is over and you’re left with a towering stack of cards to go through. There is also order management software available to help sort everything at the end of the day. Most importantly, follow up with people! The most valuable conversations won’t lead to anything without continuing the dialogue, so be sure to make it happen.
Do you have any other tips for talking with potential customers as part of your trade show strategy? We’d love to hear them, so please share your thoughts – or questions – in the comments below!
For many companies, the expense of attending trade shows is very worthwhile. During a trade show, you have the opportunity to interact with hundreds—potentially even thousands—of people who are all members of your industry or have great interest in it. It’s a perfect opportunity for capturing leads.
By the team you reach the end of a trade show appearance, you and your fellow exhibitors will hopefully have gathered a plethora of leads for your organization in the form of business cards or electronically exchanged contact information. Now that the show is over, what should you do with all those email addresses? Filing them away in a digital rolodex means they could be easily forgotten, and simply adding those leads to an email newsletter may or may not result in an increase in subscribers.
At a trade show, your business’s success is largely dependent on having interesting giveaway products. An effective handout is one that has a prominent logo, is interactive and will encourage your customers to reach out to you at some point.
For the best leads and networking at trade shows, business owners have to focus on technology-based solutions. New applications and devices make it even easier to collect information from participants. By using the following technology-based ideas, marketers, business owners and trade show attendees can generate leads efficiently.