Automation Trade Shows...
Trade shows represent an incredible opportunity, that few companies fully capture. They represent the ability to generate leads and interact with customers - of course. And, that's typically the primary focus from a company point of view. There's so much more to gain, when you attend properly and send the right staff.
Trade Show Benefits:
- If you attend with a booth - You can demonstrate your products, interact with prospects and create leads to follow up on after.
- You can use Trade Shows as a way to interact with the Press - meeting with them - cost effectively - all under one roof
- You can keep an eye on the competition - the latest positioning, the latest products
- You can work the event - targeting other exhibitors for business - doesn't require a booth...
- Have a hospitality suite to engage key customers off the show floor. They will feel special, and you can deliver private technology previews, have a place to relax and bond, without letting your competition in on your deals.
It's rare that a small company takes the wholistic view of a Trade Show event. Many companies think of a booth as a way to "Make an appearance," staffing it with local sales people or channel partners, and giving it a minimal effort.
Trade Shows are a wonderful opportunity for Marketing, Guerilla Marketing, Image Building as well as Lead Generation and Prospect Identification.
Basic Rules for a Trade Show:
- Don't try to Close the Order. Trade Shows are for Lead Generation, a quick qualification - set the hook and move on to the next prospect. All too often, people try to close the sale, spend too much time talking, while others prospects walk on by...
- Be friendly - open and approachable. Go to them, introduce yourself, check their interest and say "Thank You - Have a nice show..."
- Chairs do NOT belong in a booth - you look too comfortable and people won't want to bother you, or, you end up taking too much time with one prospect - while you should be going after two more... Seating areas are fine, as long as they are not involved with the initial greetings
- Food does NOT belong in a booth - if you look busy, prospects won't want to interrupt. Again, food off to the side, away from the "meet and greet" is fine, and very common in countries other than the USA.
- Dress the team in Company Colors, common dress so the "Team" can be recognized
- Do NOT give away Swag, just to collect a business card. If you want the attendee list, you can buy it. Booth activity should be for QUALIFYING leads.
- HAVE FUN! Trade Shows are also a great way to offer "Team Building" with your group
Get Marketing, Engineering and Sales involved. Everyone has the opportunity to benefit from interactions with prospects, peers and competitors.
Other Tabs in this category will help with Trade Show details - locations and types.
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