If you are using Trade Shows and exhibitions to sell products and get feedback live from potential Cash On Demand customers – you may find this Top 20 tips useful. I’ve listed here the do’s and don’ts when it comes to Niche Product exhibitions.
Please do read them because, like most things, though they seem obvious and simple, it’s so surprising how few Cash On Demand marketers apply them.
Here goes:-
Don’t Sit – This gives passing attendees the impression that you don’t care. Attendees will not interrupt your private ‘sit down’ time if that’s how it looks to them.
Don’t Read – You have just a few seconds to grab the attendees attention. If they wander by and you have your nose in a book or a magazine, again, they will assume you are in ‘private’ mode and will not interrupt you.
Don’t Smoke – Many events are now non-smoking anyway. But even if smoking is allowed – DON’T! A lot of your customers will not smoke and again a guy standing smoking looks like he is on a break and not wanting to be interrupted.
Don’t Eat Or Drink – It’s just rude … and can be messy. A welcome spoken with a half full mouth of sandwich or a drink is impolite and will not endear you to the prospect. People won’t interrupt your lunch but will instead simply walk on by and go to the guy who is ready to do some business.
Don’t Chew Gum – Enough said. If you feel the need to freshen your breath … perhaps after a double espresso or that piece of pizza … have a spray to hand. Not a mint sweet or gum that has to be sucked or chewed.
Don’t Ignore Visitors – You may be into a deep conversation with someone who’s on the verge of buying, but if someone else enters the booth and your staff are at lunch at least acknowledge the visitor and tell them you will be with them shortly.
Turn Off Your Mobile - Talking on the phone is the same as ignoring the visitor. Take specific times of the day to leave the stand and make calls if they are necessary. If not leave them until the evening.
Don’t Be Like A Guard On Duty – You want to stand close to the front of the booth, but don’t act like a soldier likely to skewer the hapless visitor when he approaches. Stand to one side and use the introductions I mentioned earlier.
Don’t Be A Passive Brochure Giver – Given half a chance a lot of visitors will be ‘just looking’ and will be content with you simply saying “OK – let me just give you our brochure” then leaving them to it. That is not what trade show stands are for. They are there to make you a PROFIT!
Brochures are for giving to interested prospects only not to the guy who fancied a day out and has managed to beat his past records by filling seven plastic carriers with every single piece of print in the building, plus three cuddly toys with screen printed company logos on the front.
If you simply stand on the edge of your booth handing leaflets to everyone – you’ll find that the nearest waste bin to your booth will be overflowing with your sales material as people dump it on the way past .
Don’t Chat To Your Booth Comrades – Visitors will walk past if all the team on a stand are engrossed in conversation. Instead look alert and ready to help the buyers. Also don’t start up long conversations with adjoining booth holders.
There is always one ‘professional trade show rep’ who has done every show for the past twenty year and has a series of war stories to tell to anyone who will listen. These guys are more often than not, bored and very negative (“Bit quiet today isn’t it…I’m bored already… coffee is dear here… not much visitor traffic…haven’t sold a thing all day etc etc.)
By the time you’ve prized yourself away from this guy you’re feeling low and not in a fit state of mind to promote your product at all.
Don’t Misjudge By Appearances - Back in my house building days a scruffy looking kid came into the show house and asked to look around. I was tempted to search him on the way out as he had a couple of old carrier bags with him and didn’t look as though he could afford a cup of tea, let alone a £Million house.
I was so glad I had treated him right when the next day his Dad called into look around too and eventually bought my last remaining house. It’s the same at exhibitions. The guy who looks like a tramp may be an eccentric millionaire. You just cannot tell.
Wear Something Which Immediately Identifies You As The ‘Staff’ Member On The Stand – Consider golf shirts with logos, or at least a company tie or badge. There is nothing worse than wandering onto a stand and not being able to pick out who you should be talking to.
Use The Persons Name – If the visitor is wearing a name badge – try to use their name as much as possible. People love to be called by their name – and it is just good for sales :- )
Keep Moving – Don’t stand still in your booth – it looks as though you’re bored. Keep walking around doing things like tidying, getting out more order forms anything to make it look busy. I was recently in a shopping mall – and there was one of those carts selling cosmetics or something.
The girl was sat at the end of the cart on a stool reading a novel. She might have spent her time as well sat at home, for all the good she was doing. No matter how boring you, have spent money to set up the trade show stand and to be there for three days. This is ‘show time’ - put on a good show!
Work The Full Hours - I am always amazed at how dumb exhibitors can be. They spend money to exhibit and then about an hour and a half before the show is about to close they start packing up their stand putting everything in boxes. WHY??
It’s costing them nothing to stay to the end. There are a few visitors still in the hall. They may make one more sale. Why not stay professional up to the closing bell?
Get A Good Nights Sleep – Don’t use the trip away from home to go out on late night partying or drinking. You have two or three days to get through – and how you perform on those days may affect your business over the next year or so.
Avoid Drink – It almost goes without saying – yet I am continually amazed at how many sales people drink alcohol while at an event. Even in stands offering free drinks to visitors – the staff should always refrain - and drink soft drinks only.
Avoid Smelly Foods – Don’t be tempted by the garlic bread or the Vindaloo the night before. You are meeting probably more people in one day than you do in a month normally. Present yourself well and always check for fresh breath throughout the day.
Keep You Stand Clean – Show organisers will arrange to clean booths each night but during the day it is up to you to keep it tidy and clean. Always have a few tissues to hand in case of spillages etc
And finally
WEAR COMFORTABLE SHOES!
The above Top 20 list is taken from a bonus Module of Andrew Reynolds Cash On Demand course.