How to Get the Most ROI at Your Next Trade Show
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How to Get the Most ROI at Your Next Trade Show


How to Get the Most ROI at Your Next Trade Show

trade-showsTrade shows are different than your typical work atmosphere.

They’re lively, unexpected, and sometimes frantic.  There are a lot of things that can happen that you may not be prepared for.  Your booth can be one of the most popular ones at the trade show with an overload of guests, or it could have the complete opposite effect.

With that said, how do you turn things around or slow them down?  How do you get everyone on the same page, including your team and your customers?  Lastly, how do you get the most return on your investment with your time and money?

It’s not unlikely for exhibitors to feel out of place or lost at a trade show.  Especially if it is their first time.  A typical sales approach that your team members may be use to is going to be a lot different at a trade show.  Things will go a lot faster at such an event.  Therefore, you must be on your toes and ready for the unexpected.

That’s exactly why we are sharing these top 5 tips with you.  Unique tips that we feel a successful exhibitor and their team should follow in order to get the most out of their trade show experience.



Don’t Wait for Them to Come to You

Attending trade shows is kind of like window shopping.  A customer walks around until they see something that sparks their interest.  There could be something lacking in your booth display that prevents people from coming to your exhibit.  Therefore, stop them in their tracks.  Maybe your booth display could use some improvement, but that doesn’t mean you aren’t worth talking to.

Take some initiative and put yourself out there.  Sales aren’t going to come rolling in with you just sitting there.  Take action, and make some moves.


trade-showsAlways Use Open Ended Questions

Avoid questions that allow guests to give one word answers back.  For example, asking “Can I help you?”  Though that may me thoughtful, it makes it too easy for someone to say no and walk away.

The more open-ended questions you ask, the longer the conversation, and the more information you’ll receive.

Since it is important to establish credibility and trust right off the bat while receiving valuable information in return, here are some good examples of what type of questions you should be asking.

“What caused you to seek more interest in this product/service?”

“What are some things you are particularly looking for in this new product/service?”

“What are some issues you are facing currently?”

Tip: Following guidelines such as SPIN can better direct you to more helpful questions.


trade-showsListen and Repeat

This is pretty self explanatory.  Everyone wants to be heard.  Make sure you are really listening to your customers concerns and requests so you can truly give them what they need.

By repeating back to your customers what they are saying, it helps clarify what their needs are, and makes sure you are both on the same page.

“Happy wife, happy life,” might be true, but the same thing goes for happy customers.   Make your customers feel important, and they will make sure your services are important to them also.


trade-showsRelax and Pace Yourself

Don’t rush to the finish line.  Slow and steady wins the race, right?

If a customer feels rushed they are going to feel more hesitant making a purchase with you.  Some people might take a lot more time to make a decision, that’s just the way it is.  Therefore, patience will get you a long way.

Actively listening will help with relaxing yourself as well.  If you are truly focused on what the other person is saying, you aren’t going to have time to think about any prior worries you may have been having.

Live in the moment, and have the mindset that you are just there to help.


trade-showsKeep the End Goal in Mind

During the process of trying to make a sale, you should also be thinking about what techniques are working, and what ones aren’t.

Think about who the person you are currently speaking with, can refer you to.

At the show, pay attention to what exhibits are attracting the most people, and figure out why.  Then apply that to your own booth display.  Same thing with the booth displays that aren’t doing so well.  Notice your company is doing anything similar?

Make good use of your time.

Also, don’t forget where you are at, and the opportunities that lie.

What better way to see a majority of your competitors in action than at a trade show?  There are so many things you could take advantage while at an event.

For example, you could despise yourself as a customer and see what your competitor’s techniques are.  Did they sell you?  Take notes from what they are doing, (the good and the bad), and see if you can use them to enhance your advantage.

By focusing on all of your priorities like these, they will help lead to you the bigger ones quicker and more successfully.

Use these tips at your next show, and we are certain that your ROI for participating will automatically increase.

Overall, you can make the best use of your time and money by focusing on your customers and keeping your end goals in mind.


Best of luck.


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