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5 Things Visitors To Your Trade Show Display Don't Want You To Know

You might have a killer trade show display, but if you don't understand your customers it won't do you any good. Find out what convention attendees are really thinking and how to use that information to your advantage.

Every good company has a great sales strategy to go along with a great trade show display. But did you ever consider that convention attendees have a strategy too? What these people want is to get what they're after, score some great deals, and avoid being hassled. But they don't want you to know that, of course, because then you'll have the upper hand! The better your sales team understands this, the more successful they'll be.

Understand Your Customers To Maximize The Power Of The Trade Show Display

Of course, a good trade show display is just the beginning. If the sales staff doesn't thoroughly understand their customers' state of mind at a convention as well as having a great sales technique, then all the work you put into your trade show display will go to waste. Here's what you need to know about how expo attendees are thinking!

They're impatient

These are busy people and they probably have a lot of business to conduct. And let's face it - if they've been sent to the expo from far away, they probably want to spend some time sightseeing! So they're not going to want to schmooze and listen to an extended sales pitch. The quicker you can get your information across, along with some incentives and other extras, the more receptive your customers are likely to be.

They're forgetful

If a customer has to jump through several hoops to follow through on your offer, chances are, it's not going to happen. After all, who is going to remember to log on to a website, fill out a bunch of forms, enter a special redemption code, and then follow up by phone? Nobody, that's who. Make the sales process as simple and straightforward as possible, and be prepared to complete a transaction (to the extent that that's possible in your industry) right there at the convention. This way you won't have to worry that your sale won't be completed because the customer has forgotten the next steps.

They want things simple

Don't confuse your clients by overwhelming them with details! Just lay it out straight. Especially when it comes to math, people can get confused easily in a crowded, noisy expo environment. Instead of telling them that your product is available at a 30% discount with a $100 rebate, just tell them the price they'll ultimately be paying. The same goes for any other promotion: rather than confusing them with the facts, just tell your customers the bottom line. It will pay off in the end!

They need a nudge but not a push

Obviously the attendants at an expo are not stupid! They can read the signs and promotional materials at the trade show display perfectly well. But they do need some gentle reminders and explanations of exactly what that information will mean for them. Be careful, though; an overly aggressive approach will just drive them away and give you a reputation that you don't necessarily want.

Flattery pays off

Everybody likes to feel special! Start well before the expo by sending out emails to your regular clients to let them know what special deals will be available at your trade show display. When they arrive, offer extra discounts for "serious buyers only" to sweeten the deal. A little sense of exclusivity will go a long way!

Remember, the best trade show display in the world won't do you a bit of good if you don't understand the people who will be visiting it. They'll have their best game faces on, just like your sales team will, but don't be fooled! Understanding what's really going on in their heads will get you that much closer to success.

Article Tags: Trade Show Display, Trade Show, Show Display, Don't Want

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