Turn Attendees into SalesThere s nothing like the thrill of setting up your trade show displays, displaying your products and promotional items, and standing there with a big smile on your face waiting for the attendees to just flock to your booth. In reality, that s not going to happen. It takes more than bells and whistles to get the attention of attendees and help turn them into sales.

Here are a few things to keep in mind the next time you are at a trade show.

Small Talk Goes a Long Way

Your booth staff should be willing to go out to the aisles and strike up a conversation with anyone who will listen. When I say strike up a conversation , I don t mean bombarding them with your sales pitch. All that will do is scare them away, which obviously is the complete opposite of what you want to do. Ask questions like:

  • Is it still beautiful outside?
  • Are you enjoying yourself at the trade show?
  • How s your day going?

Small talk is the best way to get the attendees to open up to you and feel comfortable with you. Once you have them engaged in a conversation, then you can ease into talking about your company.

Always Ask Open-Ended Questions

Don t give them the opportunity to close off the conversation with you by asking yes or no questions. The biggest rule of thumb is to LISTEN to the needs of these visitors before telling them why they should buy your products/services. So many times I have seen exhibitors who have a script memorized of all the wonderful things their products have to offer, but not everyone has the same needs. Ask questions that will allow them to talk about what they are looking for and what problems they may be having that they are hoping your products/services will help with. In this case, it is so much more important to be a great listener instead of a talker. The attendees want to feel like you genuinely are concerned about solving their dilemmas. Not only will this help close the sale, but it will help build long-term relationships.

Follow-up, Follow-up, Follow-up

In case the title isnt clear enough, you need to follow up with the leads if you want the sale. Most exhibitors think that they will be contacted after the event, but that s usually not the case. Think about all of the trade show booths the attendees visited that day, they may not remember the conversation they had with you. After the event, call them or send them a thank-you card for taking the time to talk to you. If you prefer to call, it will give them the opportunity to ask any questions they didnt ask at the show. If you would rather mail a thank-you card, make sure to include a business card so that they know the best way to contact you. This little gesture will keep you in their minds when they are ready to buy.

You only have between 3 and 6 seconds to grab the attention of the attendees, so make it count. A unique trade show booth with well-designed graphics will intrigue them to see what your booth is all about. For a unique display system, you should consider a Custom Trade Show Display. Let Smash Hit Displays help design the perfect trade show exhibit for you. Call us today!


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