Nowadays, we mainly talk about new (online) ways to market our organization and conduct sales. Online conversion is high on many sales managers' to-do lists.
Crucial, that's for sure, but in all our haste, aren't we overlooking other marketing and sales channels that we simply haven't yet maximized?
I think so. Participating in trade fairs is a prime example of that.
'Trade fair participation' has almost become a dirty word among marketers—what a shame. In fact, it is unjustified! It is a fact that many companies are fed up with trade fairs because they 'yield nothing'.
However, this has more to do with the level at which most organizations approach a stock market nowadays, and the little confidence they have in it, than with the mechanism itself. In this blog, we provide 4 tips.
Trade fair participation and 1. Look beyond the moment
During a trade fair, you want to make the most of the moment. Naturally, that is important. But do not overlook the fact that participating in a trade fair can mean much more for your organization over a much longer period than just that one day.
The fact that your company exhibits at an industry-related trade fair says something about your business. It shows your network that you are a professional player to be reckoned with. Surely you want to make the most of that image?
So make sure you start utilizing your participation in the months leading up to the fair. Invest in this as well, both financially and in terms of time. Because if you rely solely on the moment of the fair itself, you certainly won't get the maximum out of it.
The online ways of marketing your organization, which we started with in this article, can play a major role in this.
Use an engaging online marketing campaign in the weeks/months leading up to the trade show to attract an interested audience, and then bring them together in person on the trade show floor.
2. Make a list of the people you want to speak to
At a trade fair, you often speak to quite a few people. Consequently, it happens regularly that we miss interesting leads passing by our stand because we are talking to someone else and don't want to be rude to that person. It is about time to be a bit more rude every now and then!
Having long conversations with someone at a trade show, only to quickly realize that no business or other benefit will come of it...sound familiar?
We have all been there. Don't be afraid to cut these conversations short by making it clear to your conversation partner that there are people waiting and asking for a ticket so that you can continue the discussion later.
Selling at trade fairs does not happen instantly; deals are usually not closed directly on the trading floor.
So try to keep your conversations short and to the point, and choose to follow up at a later time at the right moment. Determine very carefully during the trade show day which people you want to speak with, and ensure you do not miss any leads.
3. Be creative
At a trade fair, depending on the size, there are usually multiple exhibitors and sometimes even competitors. Most companies behave like a stampede at a fair. A bar, ice cream cart, Wi-Fi spot, quiet reading nook, mints, pens, etcetera—they are the order of the day.
Only very sporadically are there exhibitors with a truly creative approach. Be different!
Make sure you don't follow the lead of everyone else and start preparing a concept for your trade show participation well in advance. Also, move away from the idea that all the focus during the fair must be on your own stand.
After all, you are then dependent on the flow of visitors and your spot on the exhibition floor. Your presence throughout the entire exhibition is what sticks in people's minds and stands out.
4. Believe in the added value
All preparation and activities before, during, and after the trade fair can ensure that your participation forms a real common thread throughout your marketing strategy. But by far the most important question is and remains: do you really believe in it?
Do you and your employees really believe in the potential added value of trade fair participation?
Too often, you see exhibitors at trade shows just sitting in their booths with long faces, barely giving the impression that they want to make an effort. You can have the greatest booth and concept in the world, but it is the people standing there who make it happen.
Therefore, only participate in a fair if you truly believe in the added value, and ensure that your colleagues are selected based on this as well.
Selling training at trade fairs
Are you convinced of the added value that participating in a trade fair can bring to your organization, and do you want to be optimally prepared together with your colleagues? The training on selling at trade fairs covers...
a. focus on approach techniques, conversation techniques, and closing techniques that you can use during your participation in the trade fair.