How to Effectively Utilize Your Presence at Trade Shows?

A trade show is an ideal venue if you want to promote your business at a fast pace and to present your products to new and interested customers.  Participating and exhibiting in industry related shows will help you reach a large number of prospective buyers from around the world.

But, here is the trick question:  Is it really adequate to merely exhibit at trade shows or does it entail something else as well?

Yes, it is imperative to exhibit at trade shows, but just having your booth there is not enough because in order to guarantee that you don’t repel your target market, you have to make use of your presence efficiently as well.  Without proper utilization of your presence, you won’t reap the benefit of your effort and, as a result, will simply end up wasting your money on your display area.

Let’s now discuss how you can get the best out of your trade show presence:

1.   Engage Visitors Quickly:

Attendees/Buyers come to trade shows to see the current industry trends and to find new and distinctive products.  Since hundreds or even thousands of vendors display their products in trade shows, buyers tend to quickly move from one vendor to another to explore as many products as they possibly can.  Hence, it is vital that you engage visitors and capture their attention as fast as possible by telling them about the products and services your company offers.

2.   Get to Know Your Visitors:

Ask visitors questions that will help you comprehend their requirements.  Do not ask closed-ended questions that can be answered with a simple ‘Yes’ or ‘No’.  Ask open-ended questions to learn what their exact needs are.  There detailed responses will assist you in evaluating their level of interest in your products.  This will put you in the position to always tailor your sales pitch according to the specific demands of a visitor.

3.   Judge Visitors Wisely:

Even though it is essential to engage visitors who enter your display area, it is even more important to judge your visitors wisely to make sure that you are not wasting your time with a competitor or someone who is actually not there to buy your product. Ask questions that will help you determine whether they are serious buyers are not.  For example, ask them what they would like to know about the products you are offering.  Request a business card to see what their company is or which company they are working for.  This will enable you to save yourself from wasting your precious time with visitors who are not interested in buying your products.

4.   Remain Attentive Throughout The Show:

How you present and carry yourself in your display area reflects your professionalism.  When visitors come to your booth, they expect attention from you.  Failing to do so will evidently put across the message that you have no interest in them or the business they can give you.  Therefore, when someone comes to your booth, you must avoid communicating with colleagues.  Also, avoid eating, drinking & sitting since such activities are perceived as unprofessional and, hence, will prevent quality buyers from coming to your area.  You must ensure that you keep everything clean & organized and present yourself as a caring professional.

5.   Collect Information for Follow-Up:

 Try to gather as much information as you can from your visitors.  Make sure you collect their name, company name, title, business address, business phone & fax number, business email and any other relevant information.  Asking for their business card will help you obtain most of the required information directly from the card.  You will be able to use this information after the show to follow up with your potential clients.

Final Words:

 Exhibiting at trade shows and utilizing your presence effectively at trade shows go hand in hand.  Spending money on your display area is not enough, what reflects the image of your company and your professionalism is how you present yourself at the show.  Therefore, make sure the way you interact with your potential buyers, doesn’t negatively affect your credibility.

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