Effectively Planning Your Next Trade Show Customer Experience

by Aug 7, 2014

Plannning a trade show is a great way to increase your brand’s visibility, but you might be throwing away potential sales if you are providing an inadequate display, a poor choice of salesman, or not leaving clients with something to take home. By avoiding these three mistakes, your trade show traffic to your booth will thrive and conversions afterwards will prosper.

1. Poster Boards are for Science Fairs 

Yes, you will find some information on paper displays, but the real show is when the salesperson talks or when the media presentation is rolling. Tables at trade shows that only have a mass of printed materials glued to posters tend to get few visits as such displays are boring and old-fashioned. Be sure to have a digital presence like a website that customers can visit later in their own time.

2. Proper Conversions Yielded from Proper Salesmanship 

Imagine you arrive at the trade show. Two nearly identical displays are selling a similar product. Leaning against the booth of one, the salesperson casually flips through a magazine, dismissing any questions. At the second booth, the salesperson stops individuals or groups to ask questions about what products they currently use. He or she is energetic, persuasive, and turns the booth into a lively party, rather than another stop on a tour. Having an energetic salesperson is the first most important element in choosing who should be present at the table; the second most important is whether the salesperson is competent. A two person team featuring a talented salesperson and an expert on the offered product to answer hard technical questions is therefore the best route to improve sales and the trade show customer experience.

3. Always Provide Swag

Another huge way to improve the trade show customer experience is to leave prospective customers with something to remember the company by. A brochure with information, a pen with the company’s name, and a business card are the standard package; but, some companies get a little creative and provide a digital medium like a DVD or a sample of their product. Of course, more extravagant ideas can be utilized but can come at a premium. 

Final thoughts…

Keeping these simple tips in mind, you are guaranteed to improve your trade show customer experience and ensure that more and more clientele will be buying your product afterwards. Trades shows provide valuable exposure, it is best not to squander any of it by keeping all 3 of these tips in mind.

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