| Most people who consider trade show planning think | | | | techniques to help complete the objectives, which |
| of it in terms of logistics planning. In other words | | | | include: |
| planning for details like finding an exhibit, producing | | | | |
| graphics, shipping the exhibit to the show, ordering | | | | 1. Introduction - Look like you are happy to be there, |
| services, etc. | | | | make eye contact, and ask open-ended questions. |
| But seeing the full potential of a trade show program | | | | 2. Qualify - Before you tell a prospect anything; make |
| for your company requires a different type of | | | | sure that you know whom they are and why they |
| planning. It requires setting objectives for show | | | | are in your booth. |
| participation for your company, and short-range goals | | | | 3. Presentation - demonstrate whenever possible. |
| for each show you plan to attend. This show plan | | | | Talk benefits instead of features. Find the solution to |
| should be a written document that drives show | | | | your prospect's problem. Listen to the prospect's |
| participation decisions from show selection to exhibit | | | | needs. |
| design, to evaluation and measurement tools. | | | | 4. Close - Disengage with call to action or with a call |
| Here are a few things to consider so that your next | | | | for reaction. |
| trade show will be a success: | | | | 5. Follow-up - Complete any promise you have made |
| - Set Objectives - Set specific, measurable and | | | | during the presentation or close within 10 days. |
| meaningful objectives. Relay to those working the | | | | Remember pre-show publicity - Make those last |
| booth. | | | | minute phone calls to your 10 best prospects; invite |
| - Accountability - Everyone should agree to meet the | | | | them to the booth. |
| specific objectives that have been set. | | | | Post-show evaluation |
| - Booth Behavior - Each person must learn the 'art' of | | | | - Survey booth workers |
| presenting themselves to their audience, they should | | | | - Survey attendees to get their opinion of your staff, |
| be aware of negative body language and develop a | | | | your booth, and the products and services offered |
| positive 'UP' attitude. | | | | by your company. |
| - Sales techniques - Learn the specialized 'show' sales | | | | |