You paid your dues. You worked hard in the inside sales department. Now it’s your turn to join some of the senior sales reps to your first trade show with the company. Great! But wait – how do you prepare for a trade show?
Besides making a list of what to pack and places to see while attending the show, you need to come up with a game plan. Hopefully, your company has attended enough trade shows that they have a good sales and marketing plan in place. But what about you – the first timer? How are you going to be successful? How are you going to obtain good leads and shine in front of your colleagues? How are you going to look good in front of your prospects and clients?
Here are some tips –
1). Research the show – study the agenda, workshops, and speakers. Get a clear sense of the type of prospects who will be attending the show. Also, review YouTube clips or videos of previous shows. These days, most show organizers post videos of past shows to promote the event, and to encourage more attendance and exhibitors for future shows.
2). Talk to your colleagues – get their advice on how to do well at the show.
3). Notify your clients and prospects that you are attending the show – yes, you expect your employer to announce that your company will exhibit at the show, but you need to take a more “hands-on” approach. You could send out a short email to your clients and prospects announcing that you will be attending the event, and encourage them to stop by. You could casually bring it up in conversations.
4). Schedule important meetings – if you have major clients or prospects that you know will be attending the event, schedule a meeting with them while at the show. Or better yet, invite them out to dinner.
5). Ask your prospects and clients for advice – if you know that some of your prospects and clients will be attending the show, ask them for their advice. What do they hope to get out of the show? Why are they attending the event? And more importantly, is there anything you can do to help them while they are at the show?
6). Find out if your competitors are attending the show – for the record, I really don’t worry about competitors – I worry about making sure I’m doing a good job for my clients. With that said, it doesn’t hurt to know if your competitors are attending or not. This way you can be prepared if someone comes up to you during a show and says “your competitor at the booth two rows down claims your product isn’t any good, what do you have to say about that?” Hopefully, you have been in sales long enough to know how to handle this question.
You also need to be prepared if your competitors come to your booth. Now, hopefully, your competitors will be professional and polite. I’ve attended trade shows will competitors will stop by briefly at our booth, shake hands, and wish us well. In short, we exchange some pleasantries, and then we go about our business. On the other hand, I’ve attended a couple of events where competitors will act like total jerks. In that situation, you need to remain cool, be polite, but assertive enough to ask them to leave. After all, you have a limited time to gather leads, so wasting it with competitors is not good time management nor good business.