Are you and your team ready to take maximum advantage of your upcoming trade shows? Investing in a trade show booth is a major financial commitment today and there are lots of shows to select in most industries. What are you doing to effectively prepare your team to take maximum selling advantage of your next trade show?
One of the first (and best) ways to improve your trade show booth investment is to ask each of your reps planning to work your booth “Why are we even in this upcoming show? What are our goals for spending the money and people to be in this show?”
You’ll hear a lot of responses that won’t help you out financially. There’s little reason to spend money just to remind the industry you’re still in business. There’re really only two goals investing in a trade show booth.
#1 goal is to get new sales leads (to follow up after the show hopefully turning them into customers). The 2ndreason is to meet existing customers to affirm and discuss how you can better serve them.
Your choice between these goals will determine who is best to be working your booth. If you want to generate new prospects then sales reps are the best people to work your booth. But if you’re most interested in connecting and talking to existing customers then you need senior executives attending to greet buyers and discuss their business.
Join me as I share several additional ideas of how you can get the most from your next trade show investment…so you can sell even more!