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If you’ve read books with titles like ‘….. Thoughts from Highly Successful People’ or ‘…..Strategies from Highly Successful People’ AND you’re in the mode to either return or jump into the trade show realm; then this article is for you. Here are some of the reasons why trade show exhibitors are successful. Why not gage yourself as you peruse this article. First of all they believe in the process. Let’s face it, conventional sales calls cost $250.00 + per call and there are plenty of instances where the cost is ‘off the charts’ because of repeated sales calls to the same prospect/suspect and the lead time is extended. So the simple math dictates that if motivated buyers come to you and your company’s trade show display space and you are able to talk face to face with qualified buyers on your own turn this cost goes down dramatically. (I have plenty of detractors at this point from the grizzled old veterans of many years of trade show exhibiting.) Many will say ‘we’re just here to generate leads, we don’t sell much at the show itself.’ Really? Here’s a NEWS FLASH - Exhibitors SELL products and services right there on the show floor. Amazing! They believe they are going to sell product(s) and service(s) AND THEY DO. Second, this type of access to qualified potential customers is, in many cases, exponential. Your field reps know their customers and know them well but do they know them all in all their territories? I rather doubt it. Guess what? Corporate growth requires new customers and what better way to gain access to new customers than at a trade show? They come to you, they’ve committed hard dollars to travel to see what’s new (or needed/required) in the industry. National shows draw thousands of potential new prospects/suspects – many, and I do mean many, are qualified buyers with the authority to make a decision right then and there. A recent trade show report revealed that over 90 % of the average exhibitor’s visitors have not been called on by a salesperson during the previous 12 months. So let’s do the math again, if you see 200 legitimate buyers at a trade show, roughly 168 are brand new contacts. How long do you suppose it would take for your sales force to call on those same 168 prospects/suspects? Third, Trade Show Exhibiting is three dimensional. What I mean is that you can actually take your product to the show and set it right in your trade show booth space. And if its software or service oriented, there are literally a dozen ways to demonstrate its features from video to IPad and IPod apps. Right there in front of you while you walk the prospect or suspect through as much of the detail as he or she wants. Every question is answered, all objections are overcome and you’re on you’re on your own turf. What more could you want? Fourth, trade show display exhibitors offer one-stop shopping. As a potential buyer, you’ve seen a particular product or service you (like/want) for your organization. This product or service has been on your radar for a while and now you, as the qualified buyer, have a chance to see the product or service along with the same product or service of several competitors all in that one place at the same time. For the motivated trade show exhibitor and the motivated trade show visitor/buyer - LET”S MAKE A DEAL. Your actual presence at the show as a trade show exhibitor creates immediacy and shortens the buying process. Finally, what’s a better way to test new products or services and get direct feed back from the visitors than exhibiting at a trade show? Premiering your latest and greatest is precisely what highly motivated visitors/buyers are looking for – new ideas. They are looking for the latest and greatest. You know this; you simply need to act on it. AND the feedback is invaluable. The new product may simply need a few tweaks or a modification that becomes a blinding glimpse of the obvious when it’s repeated several times by visitor/buyers. You’ve saved yourself potentially thousands in R & D dollars and you’ve exposed this latest innovation to top buyers in your industry. Chances are if it’s well received at the trade show it’ll be a winner in the field. To make you next show a Showstopper visit www.showstopperexhibits.com or call Jim Deady (Day-de) @ (888) 440-0377. Jim is a 42-year veteran of the trade show industry and there isn’t much he hasn’t seen (and he’s kept up with how social media can help you succeed as well). For more information about Trade Show Displays please visit: http://www.showstopperexhibits.com/
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