Participating in trade shows and exhibitions is not an easy task. A lot of money is spent on conducting a trade exhibition and a company expects effective results at the end of the exhibition. However, the company should take care of a lot of factors before going ahead with the trade exhibition.
Select the right trade event
Throughout the year, a lot of trade exhibitions are conducted in different industry fields. The exhibitions can be region specific, product category specific, large scale exhibitions or small scale exhibitions. If you want to attract the right target audience to your booth, you first need to select the right trade event.
The first step is to narrow down on your target audience and identify various sub-segments within it. Then you should keep a track of what exhibitions and shows your target audience usually attend. You can create a database of the most reputable exhibitions and create ranking preferences according to the type of audience that attend these exhibitions
This way, you can attract the right potential customers to your booth and the odds of negative leads turning up at your booth are greatly reduced.
Train your sales staff
Ensure that your sales staff are properly trained to handle the huge amount of customer traffic attending your booth. Your sales staff are representatives for your business. How they conduct themselves speaks volumes about your business.
You should have people within your company who are experienced enough to train the sales staff. The sales staff should be aware of the basics, like how to ask open-ended questions to the customers. They should always be presentable and carry positive body language.
Details and deadlines
You should pay attention to all the details and the deadlines associated with the exhibition. The exhibition materials like banners and banner stands should reach the venue on time. Orders placed at your exhibition booth should be delivered quickly to the respective parties. You should also comply with all the legalities of the exhibition.