| Preparing for a Trade Show |
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A trade show has many moving parts. being prepared can be a lifesaver. The following strategies will help you have a more successful show by being prepared. Preparing Your People Choose your exhibit team carefully, selecting personnel with proven sales and communications skills. Establish a game plan well before the show and train your team to run the exhibit, greet visitors and make effective presentations. Make sure your people know why you are at the show, what you are exhibiting and what specific objectives you expect them to meet. Getting Ready Check that your display and all materials will be ready at "show time". Be sure your booth will be staffed and open during all show hours. Dress in a comfortable, conservative, business-like way. Get plenty of rest and exercise before and during the show. Strategies To make the best possible use of your available "selling" time at the show, consider these fundamental rules of show presentation: * Prepare your display, staff and greetings to make a positive first impression. * Ask questions to determine a prospect's interest in and need for your product. * Experts say to spend 20% of your time talking and 80% of your time listening. * Present the features, benefits and competitive advantages of your products in a clear and forceful way. * Write down as much information as possible about each good prospect. Because 64% of trade show literature is thrown away, hand out less expensive literature at the show, then send top-quality material only to your best prospects. * If a prospect is very interested, explore budget and purchase timing options. * Practice your greeting, presentation and closing techniques. Then practice again. Supplies Be sure to have plenty of general business supplies on-hand, including: business cards, lead forms, sales-order forms, pens and paper, calendars, file folders, appointment books and other basic items. Double check that all show-specific items are on hand, such as : special-exhibit promotional materials, work orders for any show labor, press kits and give-aways or promotional items. Dismantling Make sure that all computer files or hard-copy notes on new customer leads are processed and forwarded to your sales team immediately. This information is the most valuable outcome of your trade show investment and should be treated as your number one priority. A trade show exhibit that is easy to dismantle, pack and ship saves you valuable time and labor once a show is over. Need help implementing a new sales or marketing program? We've got two suggestions:
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