You hate standing around waiting in your company tradeshow booth hoping a prospect walks up and wants to buy your product or service. Year after year, you do the same things with the hope that this show will be different.
In the booth, you may do some of the following things:
- Smile mindlessly at anyone walking by.
- Gaze at the floor or ceiling as if the secret of life is stored there.
- Were relieved when an old customer stopped by to visit. Greeted them like a long-lost relative. You know they’re not going to buy anything but at least you’re not alone anymore.
- Chat up another booth sales rep, hoping they look like a prospect.
Instead of these four lame, unproductive activities, consider more pre-show homework.
- Research who attends.
- Use Google, LinkedIn, Twitter, Pinterest and Instagram and other research tools specific to your industry.
- Study attendees’ background and interests. Search their company website to assess their current marketing initiatives, press releases about current sales victories, recent employee new hires, the latest equipment additions and company recognition or awards. The research will give you a reason (or excuse) to contact a prospect for a booth visit.
- Select 3-5 individuals who might make good prospects.
- Call and make an appointment with them to meet in the booth at a specific time.
- Confirm the appointment via email and let them know you’ll have a special gift for them, when you see them.
- The gift/offer is presented if they keep the appointment.
- If you choose a product discount as your offer, it must be redeemed in a short time window.
- The best offers and gifts reinforce your product or service. However if you sell advertising specialties, one more ink pen, letter opener or t-shirt with your corporate logo on it will not create Show Buzz.
- If you are out of ideas in the usual souvenir categories, the trade show goodie could remind them of your company headquarters location. I live in Kansas City. We are famous for BBQ. A BBQ sauce, meat rub or BBQ glove with your company logo on them may have a higher perceived value. The goal is when they see or use the gift, they think of you.
The goal is to think outside the box. Take proactive and strategic action. Remember that the definition of insanity is to do the same thing repeatedly expecting different results. Cause a stir. Be the Buzz.
Mary Redmond is a top-rated female professional speaker, author, consultant and business coach. She is a negotiation and body language expert that instills confidence, inspiration and expert knowledge that sets up her audiences for success!