Studies prove that the majority of trade show attendees are there for one reason: to discover new products and services. These people are so hungry for the latest and greatest that they invest money every year to attend their favorite conventions. It’s your duty as an exhibitor to capitalize on this level of demand and solve their needs.
You can break down the trade show selling process into five simple steps. Each step seems straightforward in isolation, but it’s often difficult to put all of them into practice in the midst of the chaotic expo floor. If you take the time to truly master this five step formula, you’ll maximize your trade show selling success.
1. Greet Conference Attendees
The first and most important requirement relies on the skill and attitude of your booth staff. In order to sell a product, you must attract potential leads. This attraction process is done by creating a compelling, welcoming exhibit environment that appears both intriguing and comfortable to attendees who are walking by.
Your booth staff should display positive body language, enthusiastic facial expressions, and a charming energy at all times. This will allure attendees and let them know they are seen and welcome to stop by. As people approach your booth, your staffers should greet them with a friendly smile, a firm handshake, and pleasant vocal tonality.
2. Identify Prospective Clients
Once an attendee is in your space, the next step is to identify their specific needs. Who is this attendee? What is their age, gender, lifestyle, family life? All of these factors will affect their demands and the product or service that will best suit their lifestyle. It’s vital for your staffers to have a vivid grasp of your products, as well as a keen ability to read the attendee and intuit what will best fit their needs.
The goal is to solve a problem. If your products can solve their problem, tell them how — if your products can’t solve their problem, you shouldn’t immediately disregard them. Rather, have your staff kindly direct them to another vendor who will suit them better. By doing this, you maintain a great image for your brand, help the attendee, and allow your staff to move on to the next potential lead.
As your staff pinpoints the attendee’s needs, it’s essential that they listen closely and ask the right questions. By truly listening, your staff can lead the interaction in a direction that both satisfies the attendee and meets your company’s trade show goals.
Your staffers should first seek to understand, then to be understood. The process of listening is a paramount pre-requisite to the close — be sure to allow the customers the space to express themselves and discuss their situation. This not only provides insight on how your brand can Bit their needs, but it allows the attendee to grow comfortable with your staffer and more likely to buy.
Now that you have a deep understanding of the customer’s unique demands, it’s time to make the pitch. If you’ve followed the previous steps, the pitching process shouldn’t feel like you’re convincing anyone to buy anything — rather, you’re just offering up solution to their problem.
When making your pitch, pay close attention to the body language of the attendee. If they have questions, always give them the floor and encourage them to ask. Your pitch should be tailor-made to each interaction and shouldn’t feel like an overview of your entire product catalog. Instead of feeling robotic and stiff, it should feel personalized and allow the attendee feel understood.
It’s rare for attendees to sign the dotted line right on the spot. Trade shows are chaotic and they still have so much more to see on the expo floor. So rather than making the sell right then and there, you’ll most likely collect their contact information and follow up on the sale after the show concludes.
This is why it’s crucial to have an effective and simple lead generation system in place. Whether you’re scanning the attendee’s badge or you’re writing down detailed notes, be sure to finish this process properly. By taking taking detailed notes on every interaction, your entire follow-up process will be seamless, almost as if the interaction never left the trade show.