How to Make a Trade Show Successful

Video Transcript

"The bigger the trade show, the bigger the regards. Also, the more costly. Hi, I'm Peggy Collins, taking a moment to share with you the trade secrets on how to make a trade show successful. I'm a firm believer in top down selling, and the people who either write the checks or tell other people to write the checks attend the big shows. A good rule of thumb, the expense of the trade show, everything you have invested in it, should return ten times the cost to be a success. Invest ten thousand dollars and you need to write a hundred thousand dollars in sales from that show. Do not try to save money on your presentation. The cost of the space will really depend on the size and scope of your presentation. I call it that because you can only have one chance to make a strong impression: invest in it. If you have a really great gadget, show people how it works. If your product is technologically superior to others on the market, demonstrate it, and make it easy for anyone to see how much better your product or service is. Rule number one, invest in your presentation. Professional looking marketing materials can make a big impact at the show, and when they come out of the briefcase back at the office. Rule number two, do not rely on your presentation alone to make the pitch. Only face to face can you distinguish your product and make connections that could become fruitful relationships down the road. So provide the space in your booth where you can be comfortable and talk about the features and benefits of your product. Remember, those guys with the checkbooks still like to do business across the table or at the bar, not everything is best sold on the world wide web. Although if you don't have a website that matches your trade show image, well, you need to develop that site, before the trade show. Rule number three, now that you have a fistful of business cards, e-mail addresses, and cocktails napkins that you can't read, the real selling begins. Unless you closed the deal and came back with a signed contract what you really have is a warm lead. Follow up. Follow up. Follow up! Did I mention follow up? Get on the phone, get in your car, get on an airplane. Each business is different, but the size of the deal dictates what the cost of sale needs to be. Remember, the return on your trade show investment should be ten times the investment to be successful. With the right presentation, effective face to face selling, and strong follow-up, you're pretty much guaranteed a trade show success. Rule number four, don't try this with a bad product or service. You can't fake it. Those guys with the checkbooks are pretty smart. So look sharp, and work smart. Good luck, and good business, I'm Peggy Collins, and that's how to make your next trade show a huge success."