Get Your Game Face On - How To Ensure Your Trade Show Displays Maximize Face To Face Impact

Taking a trade show display to an industry event provides ample opportunity for valuable face-to-face client interaction.

When asked, many business leaders that participate in marketing trade show displays can list the litany of reasons why these events rank highly on their company's list of promotional tools and techniques. The sheer volume of guests, the opportunity to showcase wares and services, a chance to check out the competition and the like are all major influences on why any organization decides to set up portable exhibits and trade show booths in an effort to further their brand recognition.

While these elements surely do factor in, it's important to keep in mind the most critical marketing component at trade show displays; ample occasion for face-to-face client interaction. Businesses can spend an entire fiscal year trying to coordinate the number of in-person meetings just one day at a trade show booth provides. It begs the question - when opportunity comes knocking, will your business be ready? Understanding a few critical components of the event's meet and greet ritual can help your business get its game face on and make the most out of every impromptu visitor.
 
The Do's And Don'ts Of The Trade Show Booth Sales Pitch

While there are many elements of a trade show booth conversation that resemble any client meeting, there are a few critical differences such as limited engagement time and meeting space to keep in mind throughout the event. To maximize return on investment:

Don't: Present out of date marketing collateral at the function. Displaying items with whiteout, scratched/crossed out areas and the like will make your team look JV at best and not the varsity superstars you truly are.

Don't: Go in immediately with a heavy sales pitch. While time is certainly of the essence, taking a few moments with small talk and actually understanding the specific questions/requirements of the potential customer makes a world of difference. In short - listen first.

Don't: Have staff meandering through the function trying to pirate away clients from other businesses. This is potentially the biggest gaffe in trade show booth etiquette. It makes everyone involved uncomfortable and, ultimately, reflects poorly on your company. You have a designated floor plan for a reason - stay put.

Do: Keep floor space in your full-size or portable exhibits neat and clean at all times. Personal items should be out of sight and anything relevant to your presentation should be well organized.

Do: Maintain a consistent rotation of your best sales employees in your assigned space at all times. Anyone representing your business should not only be well-versed in what you do and why you're the best, but also have a solid understanding of the art of conversation.

Do: Showcase all your best products/services. You have one finite opportunity to make a lasting impression so pull out all the stops. Have all your top sellers/value-added services prominently featured to grab guests' attention and to compel them to stop in and learn more about what you do.

Do: Perhaps the biggest do of them all: the follow-up. Ensure every single lead gets attended to post-function. It's the ultimate way to transcend from a one-time meet and greet to a consumer partnership.

Article Tags: Trade Show Displays, Trade Show Booth, Game Face, Trade Show, Show Displays, Show Booth

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