9.0 At the show

Prepare and practice your 10 second sales pitch - The attendees will be walking-by, or coming into your exhibit space, and you want to get their interest. You want them to come into your exhibit, and not just for the free chocolate. You want to get them interested in what you’re selling.

Make sure that you have all pricing, facts and logistics worked out completely for the buyers at the show. - Know all your facts about your product and service. Many buyers (consumer and trade) are very knowledgeable about what they are buying. Especially important in trade shows - One wrong answer (or lack of an answer) will lose their interest.

You should anticipate all questions - This would include performance of all services, construction, specifications, materials used, shipping options, production schedules (or time schedules for completions of services). Professional buyers know their products, and want to deal with someone that gives them answers.

Keep an organized record of who visits your exhibit - Immediately make notes after a discussion (or even take notes while you are talking to them). You can bring a small notebook, or even make notes on the back of their business cards (Though this may not appear appropriate to them, or you may run out of room). Bring something in which you can organize and save everyone’s business cards.

It is important that you record everything that they ask - You want to follow-up with them immediately after the show, and have their answers for them. If possible, ask them where you can follow-up with them while they are still at the show - Prompt and correct answers may help you book their business while you are still at the show.

Hand outs, freebies - As I mentioned, these are great attractions and conversation starters. It can be as simple as little chocolate candies or cookies. Or, something small and useful at the show - Like pens or shopping bags. Use your imagination - You don’t have to be unique - It is more important to have something practical.

You should carefully place these items somewhat inside your exhibit - Not on the perimeter where everyone that walks by can stick out their hand and grab them, as they will disappear very quickly.

It would be best to place these items just slightly inside of the exhibit - So that they are visible, and someone only has to take one or two steps in. And, you should be prepared with some small talk to open a possible conversation with them. Most likely they will stop to exchange pleasantries with you.

Also, if you see anyone that looks like a potential client passing-by, politely invite them to take one.

Catalogs - If you are bringing catalogs to the show, and they are bulky - It would be a good idea to also have some type of carrying bags or good quality shopping bags to offer the people taking them.

Also, offer visitors the option of receiving the catalogs by mail. This can be expensive - But, if you send them to good potential clients, it would be worth the expense and effort.

Again, catalogs are expensive items for you to produce - But, for a show attendee that is packing their luggage for their return trip home, it will be just one of too many things to pack - So, it may be among those disposed of at the hotel.

At a trade show, I also suggest that you keep your catalogs someplace that you have to hand them to a visitor. Trade catalogs are expensive to produce, and you want to hand them out sparingly.

Many shows have the shopping cart people that come in towards the end of the show. These are the people going around with their wheeled luggage carts, ambitiously collecting everything they can get. Some are indeed good potential buyers - But, others are not.

So, take the time to speak to anyone that comes into your exhibit, get their business card, and find out who they are, and what they do in the industry. Then decide if you want to give them a brochure or a catalog.

In the case of a consumer show, it is different - You want your catalogs out in the public - So, they should be placed for anyone walking-by to easily take. Though, it is a nicer touch for you to be handing them to people - It gives you an opportunity to do your 10 second sales pitch.

Socializing at Show - Use your commonsense about socializing at the end of each show day. Yes, it is important to entertain clients and to attend any industry social functions. And, you may be in a city that has much that you always wanted to see and do. But, the next day will be another long day at the show. And, you always have to be alert and sharp. Get plenty of rest at night. If you want to enjoy the city that you’re visiting, add an extra day before or after the show.

At the show itself, be professional - And, this important to stress to whoever else you have working at the show for your company. Many times, inexperienced exhibitors or their reps will be “enchanted” with being at the show, and be both distracted and distracting. If you are going to have some new salespeople working at the show, please speak to them about this. Stress to them what you expect from them at the show, and stress that it is an exhibit to promote sales - It is not a social mixer.

Always make a good appearance - Dress appropriately for the show. It is always safest to be in business attire. But, if it is a show that is more industrial, or your exhibit is more appropriate for wearing work clothing - Then wear something neat, like coveralls or a uniform. Everyone on your team should then be dressed uniformly.

Most importantly - Make sure that you are personally clean and shaven each day of the show. Too often, I have seen people that do not realize this cultural norm. They get up in the morning and get dressed without shaving and showering, and go to the show. For some social groups this may be acceptable, and perhaps even trendy - But, if you are dealing with the public or professional buyers at a show, it is looked upon as shabby.

Keep your exhibit neat and clean - Again, you should have a clear understanding of the housekeeping responsibilities of the show management. But, you should have cleaning supplies on hand for your own needs.

Selling of your samples at the show - This is allowed in some trade shows. But there are strict regulations about this. Make sure that you become familiar with these regulations.

Also, do not let this become a distraction to you at the trade show. You are there to book some long term business - Focus on that.

There are times when a show does not work out well for an exhibitor, and they start thinking about recovering some of their expenses - And, the selling of the samples becomes an attraction - But, at the same time a distraction. Also, there are often the bargain hunters that seem to show up on the last few days of a show, looking to buy samples. You should be courteous to them, but do not let them distract you from the long term buyers that will still be at the show.

And, if you do sell your samples, keep in mind that it is your responsibility to vacate the space on schedule. Make sure that the sample buyer(s) conform to the time schedule, and regulations on removing pieces from the show.