WHEN YOU WALK THE AISLES
WHEN YOU WALK THE AISLES - you are fair game
for any exhibiting company. If you know the rules about being a Good
Prospect, it will make your life easier.
HOW TO BE A GOOD PROSPECT AT A TRADE SHOW --
Trade shows are fast paced, noisy with high energy and expectations. Rather
than just wandering the aisles and collecting stuff, as a Prospect for any
exhibiting company, you should take your time at the show seriously. Those
who attend are better prepared than ever before, partly because of internet
research and partly because trade shows are serious business. link
out
NOT EVERY PROSPECT IS A LEAD --
If you define a lead as a person or company unknown to the exhibitor, that
is probably 90% of the attendance at a large show, as an average of only 10%
of the visitors to a show have an interest in a particular segment of an industry.
So, as a prospect, don't feel guilty bypassing companies with no remote affiliation
for your business. On the other hand, in today's competitive world, you must
look for trends, which means looking quickly at all exhibiting companies to
see what's new.
BUT - I AM A CLIENT --
One of the sad facts about trade shows is that clients are often taken for
granted by exhibiting companies. You may work with Mike in Miami and he's not
at the show in Chicago . Step up to the booth and introduce yourself as a client.
Consider yourself a partner with the exhibiting company - and they should treat
you accordingly. If they don't, complain to Mike when you return home. No firm
wants to lose a client, and not every person knows each client individually
or as a company.
WATCH YOUR LANGUAGE --
Review the questions you need answered by exhibitors. Make them short and be
very clear in your statements. Industry jargon may confuse people. Acronyms
may not be universal - ABC may mean Absolute Better Control in one segment,
and Attitudinal Beaver Cages in another.
USE YOUR EARS --
Listening skills are critical on both sides of the aisle. When you are clear
in your questioning, you should receive clear answers to your comments and
questions. Keep asking until you are satisfied they understand your concerns.
If you believe you are talking to a brick wall - well, it's just not a company
you want to do business with, so walk away.
TAKE AN RFP --
You can take a simple RFP (Request for Proposal, or RFQ - Request for Quote)
to selected exhibitors. If you don't get a response within your required time
period, call the company and explain why they didn't get the bid. This is a
simple way to test prospective companies, but be certain it is a real project,
not just a test.
MAKE APPOINTMENTS --
If you're closing a deal, a trade show is face-to-face time to complete negotiations
and sign papers. If you have serious interest in a company, ask for a specific
time to talk about specific concerns. The appointment may be in a conference
room at the exhibit or off-floor in a more casual atmosphere. No matter where,
make certain you show up on time and are prepared to deal.
BUIILD RELATIONSHIPS --
Can you build a lasting business relationship in 20 minutes or less? Yes, if
you consider your businesses to be a partnership. Skills are necessary, but
a successful business relationship requires more then that. Try humanity, ethics
and morality. Good prospects learn to size up the exhibiting company quickly.
Julia O'Connor = Speaker, Author, Consultant
Trade Show Training, inc.
PO Box 17155 - Richmond VA 23226 USA
+1 804-355-7800 www.TradeShowTraining.com
julia@TradeShowTraining.com