It’s tradeshow time—a golden opportunity to boost your bottom line. In just a few days, you can achieve what takes months on the road. With customers and prospects all under one roof, there’s no time to waste.
Research shows that tradeshows are second only to direct sales calls in effectiveness. But with today’s high travel costs, meeting on the tradeshow floor is often the clear winner. The key is to spend smart money, not waste dollars. Yet many exhibitors miss the mark, treating tradeshows as social outings rather than sales opportunities.
The sole purpose of a tradeshow is to sell or shorten the sales cycle. If your target customers aren’t there, you’re at the wrong show. And if your activities aren’t focused on closing sales, you’re wasting money. Standing out from the crowd means doing things differently giving value in giveaways, hosting intimate gatherings instead of lavish parties, and focusing on meaningful one-on-one interactions.
Tradeshow attendees are bombarded with sensory overload—bright colors, loud demonstrations, and endless noise. To make an impact, pick the right show, send pre-show invitations, and offer giveaways with real value. Follow up on leads immediately after the show while interest is still high.
To make the most of the event, plan ahead. Set goals, prepare materials, and consider staying at the event hotel for networking opportunities. Regroup and adjust your plan each night, staying flexible as events unfold. Be the first on the floor and the last to leave for maximum exposure.
Have standout promotional materials and always stay professional. Attend seminars and lectures to network with potential clients and remember to have fun and be engaging as enthusiasm is contagious. Stay focused, stay alert, and be open to unexpected opportunities. Tradeshows are full of potential—your job is to seize it.
