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!