Generating Sales From Trade Shows

Generating sales from trade shows is all about getting qualified leads and converting them into purchasers.

It is a good idea to "presell" your booth by sending customers and prospects a note or an email with your booth number, inviting them to stop by and pick up a small gift, participate in a giveaway, or take advantage of special show prices. If they take the bait and want to buy at the show, it's a good idea to have a separate location (or at least a quiet spot in the back of the booth) where you can close the sale. You can increase your exposure at a show by buying advertising in key publications connected to the show. Read Getting Media Coverage at Trade Shows for specific suggestions on how to boost your marketing around the event.

Trade show or group selling is slightly different than other sales methods, but it's not complicated. Sales fundamentals still apply: contact all the visitors you can. The more visitors you encounter, the more potential qualified leads you can identify. Develop a short list of questions to quickly separate the serious buyers from the browsers. Focus on the buyers. Prepare a 30-second rundown of the benefits of using your products. Get contact information and then move on to the next prospect. Buyers are busy, too, and they'll appreciate your cordial efficiency.