Sales Laundry

Are you getting any value out of the time and money you are spending at trade shows?

 While I can’t say I get a lot of value out of all of them, I can give you my tips for maximizing the time and the dollars you are spending to attend.

I am not going to go over the merits of having a booth vs. not having a booth here.  Most of these points apply either way, but I write this assuming, for the most part, you are not tethered to a booth.

1. Define a strategy for the show.  Figure out exactly what you want to achieve before you set one foot on the show floor.  With clear objectives it will be much easier to stay focused and tune out the chaos that can ensue when the show floor opens. 
2. While the show is still several weeks out, identify who you would like to meet with at the trade show.  For best results, avoid the standard practice of showing up and winging it.
3. Setup email campaigns and/or call these prospects and try to setup an actual meeting time at the show.  Meet in your booth, a lobby coffee shop or a good couch, whatever works.  TIP:  Pack a snack in case your schedule forces you to miss lunch.
4. There are an amazing number of people that will take a meeting at a trade show having no idea if you can benefit one another.  For the prospects you do identify, do a little research and figure out how you can potentially benefit one another or don’t take the meeting.
5. Confirm your meetings with the prospect face to face or voice to voice on the telephone.   TIP:  Only confirm with something that can feel responsibility or guilt.  I have seen some pretty sophisticated voice mail systems, but never one that will take a meeting with you if his or her owner skips out on you.
6. The tag scanners at trade shows can be great when all you need is an effective swap of electronic business cards.  Be careful not to fall into the trap of scanning the prospects name tag and just trusting yourself to remember what you talked about.  I use a 5”x5” ruled notebook for this purpose with a handy dandy $3.00 mini stapler.  
   

   Swingline Slim T Mini Stapler

   When we exchange business cards to start, I staple the card on the first blank page on the spot and write my meeting notes.  In doing this I have found that I do not lose business cards, I know everyone I met with because I have all of their cards stapled in the book and in the order of how they were sitting in the meeting so I can keep faces associated with names.  I will write more on the value of this little spiral in a future post.

    

    

7. In my most recent trade show visits I have had a full multimedia presentation and a demo reel showing our work.  I keep a copy of everything loaded on my Blackberry as well as my laptop and use the most convenient one based on the situation.
8. Get a rolling bag.  Skip the free bag you get at registration, or the laptop bag you carry around on your shoulder, if you will be carrying your laptop or anything significant in the way of sales literature buy a rolling bag with the a retractable handle.  TIP:  Pay close attention to the quality of the retractable handle.  A bad handle will pinch your hands and in some cases draw blood.
9. In some cases I have had up to 40 meetings over the course of a 5 day show.  I keep a small version of my schedule with meeting times, names of contacts and firms, and contact numbers to stay in touch at the show.  I typically keep this information on the backside of the name tag on the lanyard around my neck.
10. Business cards.  Take twice as many as you think you will need and hand them out to anyone you talk to.  Never miss an opportunity to build some awareness about you or your offerings.
11. Talk!  This is no time to be timid.  Develop some ice breakers in advance of the show if you have to.  I talk to people everywhere.  In the lobby, at lunch, at the hotel, over breakfast, on the shuttle to and from the hotel, anywhere there is an opportunity to have a short conversation.  Don’t whack all these people over the head with your offerings, but when you find one that seems like a fit schedule a time to meet “officially” or have a good 30 second elevator pitch prepared to entice them to want more information.
12. Get a hotel room as close to the show venue as possible.  The hotels closer to the show are a bit more expensive and fill up fast, but having the ability to get back and forth to the hotel without enduring significant time loss or  logistics issues will be money well spent.
13. Evening events.  In many cases there are show sponsored events and private parties scheduled once the day on the show floor is done.  Plan to attend these if you do not have any evening meetings or dinner appointments setup.  Look for the invitation cards while you are at the show and ask around as you meet with people to find out what private events are scheduled.
14. Plan a private event.  If it makes sense for your offerings and if you have the budget, setup a private event one night after the show.  A few drinks, great snacks or a nice dinner can loosen tongues and allow conversations to take place that would be difficult anywhere else.
15. Be prepared to meet a prospect anywhere.  I think of it as traveling heavy, with my rolling bag, all my materials, my laptop, etc. or traveling light with just my mobile phone (with presentations loaded,) business cards, and a small notepad.  I will sometimes carry my 5” x 5” notebook tucked into the small of my back under my jacket.  It works well for me.

Trade shows can be an incredible source for contacts, leads, and opportunities or complete dismal failures.  From maximum success I develop my goals; I develop a primary and secondary strategy unique to each show I attend.  I try to remove as much mystery as possible by defining my prospects, pre-scheduling my meetings, and researching my prospects developing a mini strategy for each meeting.

The last thing I can say is even with all this planning, keep a degree of flexibility built into your schedule.  As I have discovered, even with all my planning, I will on occasion forget something important, like remembering to pack my pants.

Got your own trade show tip?  Is there something you have done to turn a miserable show into a screaming success?  I want to hear about it.

Image courtesy of managemytradeshows.com