- On average 75% of visitors to an exhibition are there to buy or plan to buy in the future.
- Exhibition is the most cost effective way of getting your products and services in front of customers.
- Exhibiting is the only medium, which allows you to interact with potential customers, using all the 5 senses.
- Decide why you are exhibiting and what you wish to achieve. Have some specific, measurable targets in mind. E.g. Get 300 qualified sales leads or conduct 50 research interviews.
- Design your stand to help deliver your objectives.
- Have one person in charge of every aspect of the exhibition.
- 80% of stand success is down to staff, so train them.
- If you can invite people, do. If you don’t your competition will.
- Formulate a plan to categorise leads for follow up.
- At the show, let people know you are there, advertise.
- Don’t ask closed questions.
- Keep your conversations with clients short and concise.
- Turn off your mobile phone.
- Focus; get all the details you can from your prospect.
- Make a rota, so everyone knows where he or she is and what he or she is doing, when.
- Make eye contact and smile.
- Listen to your prospect and sell benefits not features. E.g. this is good for you because.
- Go for it! Have staff whose presence says “Hi, how are you?”
- You and your staff need to look fresh and feel fresh.
- Use all 5 senses to attract people to your stand.
- Have daily team debriefs.
- Classify all leads.
- Don’t eat whilst on the stand.
- Don’t get into conversations about products you don’t know, ask another team member to help/demonstrate.
- Remember why you are there; stay focused on your objectives.
- Talk less listen more.
- Conduct a show debrief with the stand team.
- Follow up leads; you will need to contact them at least 6 times.
- Make use of all the information you have gathered.
- Book early for next year.
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