Trade Show Tips

Sales-Networking is King

March 26, 2010 by admin Leave a Comment

Sales-Networking is King

Before I entered the world of corporate finance, I was a more than pretty fair salesman (I made the million dollar round table). I learned outside sales the hard way-I started hauling around copiers in Oklahoma City in the back of a Chevy Chevette hatchback-yippee! I learned the basics of “prospecting,” “cold calling,” “the demo” and “closing” the deal.”

The sales game has changed however, salespeople no longer go business to business-I remember one time on a Friday there were 5 different sales guys (I was one) going up a skyscraper from different copier companies. Building security rounded us all up, and threw us out about 3:30-we all shook hands and went to a bar down the street to tell war stories. Frankly, that bit of networking was the most positive thing any of us did all day.

Networking gets you by the gate keepers who frankly are a waste of your time. So how do you find a decision maker, Try trade societies or clubs, sometimes large entities (like school systems or business incubators) hold vendor meetings (complete with food) and many are free. As a factoring broker, I met some of my best banking contacts at chamber of commerce meetings. My line was simple, send me who you don’t want or can’t work with (known in banking as “not bankable”). I will factor them, and in 18 months to 2 years, I send them back to you. When I speak with any client that you send me, I will only speak about your bank and your bank products. This was a promise I am proud to say, I always kept. After a while, the bankers I interacted with knew they could trust me. It worked both ways, when I found a client that I was ready to “graduate.” I always kept those bankers who gave me leads in mind if they had the right banking products.

That way my network grew and so did sales leads. It’s easier and far more effective to meet a friend (networking contact) or perspective new friend (from networking contacts -giving you a “warm introduction”) than to be on the phone “prospecting.”

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SMB Tips for Exhibiting at Trade Shows

February 22, 2010 by Sarah Leave a Comment

You’ve worked hard to start your small or medium business and establish yourself in the marketplace. Whatever product or service you sell, you’re ready to reach more customers, get your name out there, and do more business. A great way to do that is by exhibiting at a trade show. You’ll see as many potential customers in just a few days as you might during several months with your store or office. But what do you need to know before getting involved with one?

First of all, you need to know what type of trade show you’re interested in, which means you need to really know who your customer is and what types of shows they attend. Sure, networking is great, but in addition to making contacts, you’ll want to expose yourself to people who are going to buy your product. Make sure the trade show you attend is not “industry-only” and make sure attendees are the people who would want to shop with you. Talk to someone who is in charge and ask if they have demographic information from past shows – many do! You can also get information about various shows from a number of wesbites including Tradeshow Week and the Trade Show News Network.

You’ll also want to make sure you stand out from other booths. If you’re looking at larger trade shows, think about how you can make an impact. Often times, smaller businesses get lost in the sea of larger companies. Make your booth unique by using items such as audio visual rentals to attract attention or focus on the aspects of your product or business that are unique and promote them to stand out above the rest.

Make sure you reach buyers before the actual event. A great way to do that is with social networking websites such as Twitter, Facebook, and LinkedIn. If your company doesn’t already have an account on these pages, what are you waiting for? Let your buyers know you’re going to be at the show and encourage them to come. Most people don’t attend alone and friends and family members may turn into new customers. Also, you might even find yourself in contact with other people in you business who can give you tips about the trade show and what you can expect.

Finally, after a trade show, you’re more than likely to see an increase in business. Be prepared for this! Make sure you have the inventory and/or staff or be prepared to hire them. Also, make sure you hold on to contacts and follow up with both other people in industry and customers after the event is over. Remind them that you exist and your product is worth remembering!

Top 11 SMB Trade Show Do’s and 10 Don’ts

June 30, 2009 by admin Leave a Comment

Trade Shows are a great way to market your product. Trade shows help increase company visibility by putting your audience in a place that you can directly connect with them. You also are able to direct contact your manufacturers, distributors, wholesalers, retailers, and value-added resellers.

A trade show though can be expensive with costs including plane tickets, shipping your supplies, equipment costs, and booth cost. With costs being so high return of investment is crucial. If done right a trade show can be the perfect opportunity to catch the attention of a wide audience of customers and can prove to be less expensive at reaching your customers than other alternatives like billboards, television, and newspaper advertising.

To help you here is a check list of 11 do’s and 10 don’ts:

Do List

Pick a good spot for your booth around the front or center to get better traffic.
Invite clients to stop by your booth via blogs, email, postcards etc…
Be alert and inviting. Stand near the front of your booth and be friendly.
Survey your prospect. Ask what do they want and or need.
Be able to state what your unique selling proposition is within 10-20 seconds. Focus on what your product or service can do for the prospect.
Booth Layout is Key! You have about five seconds to capture the trade show attendee’s attention before they are gone. Have a featured discussion display or plasma flat screen with a presentation in an easily accessible area where several people can hear and see what you are presenting.
Lead Follow-up: Work out a system for capturing, qualifying and following up on leads.
Properly Staff your Booth. Have sufficient staffing to allow for rest and eating breaks.
Make a Lasting Impression: Make prospects glad that they stopped by and met you and your company.
Dress appropriately for your company and the target of the show.
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Don’t List

Don’t sit at your booth when prospects are present. Stand, be ready to engage all potential customers.
Don’t eat, read or otherwise be distracted at your booth.
Don’t engage in conversation with your fellow workers when attendees are present.
Stand in a friendly manner that is welcoming to attendees.
Do not use the phrase “Can I help you?” — The nearly automatic response to this question is “No thanks, just looking.”
Do not hand out brochures to everyone. Until you have qualified the lead and they have expressed an interest, keep the marketing material in your own hands. Handing out brochures at initial contact may inhibit a deeper conversation.
Do not fail to assess the client’s needs before providing a solution.
Do not fail to be impeccably dressed and groomed. You only have one chance to make a first impression.
Do not leave the booth unattended and do not take your stand down before the exhibit ends.
Do not fail to follow up on requests for information. It is imperative that you do what you commit to in the booth.

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