Trade shows are the ideal way to maximize time spent amongst the most interested customers and prospects. If they’re coming to the show they have a genuine interest in the product at large, but winning them over requires a deft hand on your part. Here are some things you must keep in mind.
Keep it Clean & Organized
Your display has to be neat and highly organized. They’ll be walking around at a lot of displays, but it’s up to you to make sure that when they turn and look at yours they can immediately see what it is you’re selling. In the time it takes to decipher what your booth is all about, they can easily look away at any of the other displays around. Highlight what you’re selling. Make it look good and crystal clear. This cannot be overstated. The gimmick might win you a couple of novelty seconds spent at your booth and then they’ll walk. Highlight the actual product.
Make it Clear & Concise
Once they know what you’re selling, make it clear why it’s a superior product. The information should be relevant and brief. Don’t tell them more than what’s absolutely necessary. People get easily turned off from reading too much and they’ll avoid reading at all if there’s a wall of plain text. Write down essential information in a summarized, attractive fashion to compliment your organized display.
‘Social & Interactive’ Wins Points
Making your display interactive is a terrific tactic for a many reasons. It gives people something to do at your booth which takes up time. This in turn encourages people to crowd around your display, making it appear and become popular. And of course, far from being only a gimmick, it’s a great opportunity for people to learn about your product in a fun and social environment.
Information That They WANT to Know
Having flyers and other informative literature around is a good way to convey what you’re selling both during and after the visits pass your booth. Be sure to make it clear what you’re offering, and make it eye-capturing so that they actually come receive it from you. But don’t hand it out on the outskirts of your booth – that would only waste time, money and trees. Rather, keep it close so people could easily be drawn inside your booth, in turn getting them more involved in your product.
Prepare, Prepare, Prepare!
There’s no point of creating buzz around your booth in the first place if you’re not immediately equipped to do business. Be fully stocked in pens, order forms, or whatever books or documents you need to keep track of clients (new and old). This might be the worst time to be caught unprepared among the sea of prospects.
Customers and people are the same thing: treat them like people, not numbers. Be friendly. Ask questions about their interests and see what your business can do for them. Don’t throw numbers at them or intimidate them, but don’t be afraid to subtly (SUBTLY!) cut them off if you feel that they’re taking too much time away from other potential customers. One customer should not take up more time than it takes to serve 5 other prospective clients.
One way or another, be encouraging and thank them for their time – they could be looking at any other display at the show but they took the liberty to stop at yours. Always be gracious and polite, tactful and charming. Utilize these tips to separate yourself from your competitors and shine at your next trade show!