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Nowadays, if the budget can stand it, get there at least two days ahead of time. This way you’ll stay on top of all of the essential components arriving when they are supposed to and, most important, you’ll avoid all those last minute problems. To mention a few, but certainly not limited to these, the labor you hired doesn’t show, another company has your trade show booth space; the carpet you ordered is the wrong color….. you get the picture. Arriving early will allow you to install the booth (no matter how complex) just the way you want it and you’ll be ready when the show begins (after all, isn’t this the reason you’re there?). NOTE: Having your trade show display delivered and set up on the first day you’re allowed is always the best idea to ensure the optimum outcome. After all trade shows are mentally and physically exhausting and having a good night’s sleep before the show begins will allow you to feel refreshed, obviously less stressed and enthusiastic about what’s ahead for you and your organization at the show. Even if you have to prepay your trade show booth services ahead of time – it’s well worth it – so go ahead and do it and don’t wait to arrange the services until when you arrive. At the bigger shows you could be standing in line waiting for these services for hours on end.Avoid this; prepay the services (carpet, electricity, to mention a couple) and the companies providing those services will have you on their schedules and get you up and going well in advance of the show. Okay, now what I call the ‘Success Factor’ kicks in. The success at any trade show will depend on three critical factors: 1) the trade show booth itself, 2) the personnel staffing of your trade show booth and 3) the product or service you’re selling. For this article I want to concentrate on four criteria associated with the product or service you’re selling. First the product knowledge each of those personnel staffing the trade show booth possesses is absolute essential. So important that if you haven’t drilled every feature and benefit about your product and service intothe select few you’ve chosen to represent you; leave them at the office or out in the field and take ONLY those who’ve proven they know the product and service so well they can answer every question thrown at them by the attendees. Next, if your product or service lends itself to a demonstation; by all means do it. This may require your most successful sales personnel to be at the show but it will be well worth it. Weather it’s a product or service you’re demonstrating, make sure the product works and make sure those conducting the demonstration have practiced so much they’ve honed it to a razor’s edge. Third, make sure you compare your product or service to the competition and turn every feature into a benefit that outstrips the competition. And last, don’t leave your enthusiasm at home; bring it in spades – if you’re not enthusiastic who will be? Moreover, working the booth is far different than selling in the field and the sooner everyone is on board with these differences, the better the total outcome of the whole experience. Foremost, the difference is - in the field you’re always going after the customer, prospect or suspect; at the show those same three audiences are coming at you. ‘Buyers’ of your product or service are out of their turf (with little or no distractions their own environment might dictate) so you’ll be able to go through your demonstation with little or no interruption(s). After all they’re motivated (they’ve come a long way to determine what’s new in the marketplace). Be ahead of the curve; know your stuff and you’ll be fine. Look for opportunities to create new relationships with follow up appointments. Finally, a good trade show booth staffer will employ the EQUIP Concept E stands for Entice – don’t be noncommittal and wait for attendees to approach you. Your approach can be as fundamental as, “How are you enjoying the show so far? OR “Are your feet as tired as mine?” to more probing, (if they are in the aisle, “I saw you look in our booth, is there anything that caught your eye?” You have to break their preoccupation and get them to focus or your product and service for the minute or more you have to spend with them. Seek to create some kind of bond with the attendee with nonthreatening conversation, a joke or antidote about the show to help that person feel more comfortable with you. Q stands for Qualify – look at his/her name badge and, if you know something about the company, begin there. Find out his/her responsibilities and whether or not this individual has authority to influence the buying decision of your product or service. If so, perhaps you can provide a demonstration (not always possible at this point). At the very least you can find out this person’s workplace needs that may or may not encompass your product or service. But always get the names of individuals at the company that do have authority to influence the buying decision. Qualifying is such an important component you should discuss this before, during and after the show. U and I stand for Uncover and Introduce – here is the time you may be able to provide a demonstration. If not, present an overview as to how your product or service can help the prospect based on one or two specific needs you’ve uncovered. And finally, P stands for Posts how agreement – if warranted, and you are unable to move to a close, then schedule a after show hours meeting to discuss company goals and objectives as well as buying patterns OR a future near-term meeting with the prospect and those who indeed do influence buying decisions at his office location. Trade Show Booths are your home for the period of the show; welcome any and all visitors to your ‘home’ with the enthusiasm of a returning relative. Create such an atmosphere in that ‘home’ environment that when the visitor leaves he/she will anticipate with enthusiasm your follow up call or scheduled meeting. For more information about Trade Show Displays please visit: http://www.showstopperexhibits.com/
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