Ever have the oportunity to be in front of hundreds, if not thousands, of potential clients in one day? Not many people do…unless you are at a large trade show. And yet there are certain things that will KILL your impact to begin to develop relationships – or make sales – at a trade show.
I’m calling these the 5 Trade Show What Not To Dos…
Don’t:
- Stand behind your table. Putting the table between you and your prospects creates an emotional barrier, as well as a physical one.
- Miss shaking hands and introducing yourself by name. It’s a common courtesy and nearly 80% of the trade show exhibitors missed this.
- Assume the visitors won’t share their name or business card. This is your opportunity to identify them and use their name in the conversation.
- Leave your nice give-aways sitting on the table without offering them to the visitor. Really, what did you bring them for then? These are a great way to make a connection – offer them the pen, the rubber ball, the bottle of water, or whatever you have to give!
- Start to ‘pitch’ them what you have upon their approach. Engage them with questions – the questions can be about themselves, their company, what they think of the trade show, their experience with the product/services, its the beginning of qualifying them!
- My bonus what not to do – Don’t miss the opportunity to ask them to take the next step – are they open to further contact? Do they want a demo? What is the call to action?
I experienced all these don’ts at a trade show recently – and I was disappointed that as a potential buyer of the goods and services I had to work hard to get information and next steps. I thought “Wow, these people can really use my sales training.” (Trust me, I have a plan to contact them.)
What has been your experience? What is your #1 NOT to Do in trade show sales?
