Achieve Trade Show Success in 2013
Heading to an industry show soon? Trade shows are an important part of our industry, and to get the best return on your time and monetary investment, we may have a few ideas to help.
First ... you need a plan. I know, you have heard this before, but it is true. Without a game plan for working the show all you will end up with is a ton of samples, a spinning head, and two sore feet.
There are many opinions on how to work a trade show, but we have found that many of our salespeople have achieved trade show success by following this simple two-step approach—first, know exactly where you want to go and who you want to see; next, know what you will ask or discuss when you arrive at each booth before leaving for the show.
Let's start by looking at the general categories available to you at each show: Vendor Exhibits, Professional Development Workshops, Keynote Luncheon Speakers, Awards Presentations, Dinners, Parties and even a Book Store.
Study these categories, select the ones you want to attend and mark the dates and times on your show map.
Before you arrive, obtain a map of the show floor, a handful of highlighters and the exhibitor list. Make a list of the vendors you plan to see first and highlight them in yellow, then mark the secondary vendors in a different color. Primary suppliers could be day one, and secondary day two. Use the booth numbers to plan the easiest route to see each in the order of their booth placement.
With your map in hand it will be very easy to work the show in an efficient manner. If you run out of time and can't stop at all the booths at least you will have stopped at the most important vendors that you wanted to see.