1. Promote Your Trade Show Participation
A successful trade show depends on the number of people who actually visit your trade show booth. Don’t leave this solely to the efforts of the trade show organizer. After you’ve selected the right trade show, chosen a trade show theme, set your trade show goals, and developed a booth concept with stopping power, an important task remains… promoting your trade show participation.
Promoting the trade show booth is a task often overlooked by many companies. However, the lead-up period to the trade show is a crucial phase in which you can take various actions to attract more people to your booth. You can mention your trade show participation in your newsletters and email signature, post on your key social media channels, create a landing page on your website explaining the trade show theme, announce a contest, and so on.
Also, don’t forget to invite your existing customers to the trade show. It’s an ideal opportunity to maintain and strengthen your connection with them.
2. Recharge Yourself
When participating in a trade show, it’s essential to be in top form. Standing on the trade show floor and constantly communicating with customers can be exhausting. To achieve good results and gain the trust of potential buyers, you need to maintain energy and passion.
Ensure that you’re fit for the trade show by getting enough exercise and sleep. Set realistic goals for yourself and your team. Use positive language! This way, you’ll stay in a good mood and won’t be overwhelmed by minor setbacks.
During the trade show, it’s also important not to sit still for too long and to keep mentally recharging yourself. Stretch yourself every two hours during the trade show. Perform simple exercises like wrist bends, hip and neck exercises, and static exercises. This can be done in public, as long as you take a moment to catch your breath amidst the many guests. Also, schedule some time to relax occasionally, such as listening to your favorite music.
3. Bring Structure to Your Trade Show Conversations
As a trade show salesperson, you are first and foremost a host who ensures that visitors feel comfortable at your booth. The art lies in not focusing too much on direct sales because most trade shows, especially B2B trade shows, are primarily about networking. Create a relaxed atmosphere in which visitors feel at ease.
Asking questions and filtering visitors (qualifying and disqualifying) are some of the core skills of a good trade show salesperson. Look for a reason to do business or not to do business with prospects. This way, you can spend the right amount of time with the right people. Wrap up conversations quickly with visitors who you discover will never become your customers. This creates time to talk to as many people as possible and get the most out of your trade show participation. Also, being able to conclude smoothly after a productive chat so that you can make time for the next one is an important core skill.
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