Magical Keys to a Successful Trade Show By Norm Barnhart

You and your business may be considering a display at a Trade Show. This information is geared to help you have success at this special event.

A trade show is a wonderful place of opportunity for you.  From the moment the doors open, opportunity is knocking for your business.  The guests are there to get ideas and learn about new products or services.  Most people who come to a trade show are in need of a service like yours, they just might not know it yet.  This is the best place to meet new and motivated customers. This is your opportunity to share how your product or service can best help them. This face to face meeting can have better results than web or print advertisement because they get to know you and get a real feel for what doing business with you would be like.

The following are a few keys that will help make your product or service shine. These keys can lead to great results for you and your business.

Key #1: Make a great first impression. It is said that you never get a second chance to make a first impression. A positive first impression should be your initial goal. From the way you design your booth to the friendly courteous attitude of your staff.  The magic of quality and service should shimmer from you and your team. You should be seen as friendly, supportive,  a good listener and one who strives for excellence. This is as important as your skill and product knowledge.

Consider what Susan A. Friedmann, CSP, and known as The Tradeshow Coach, from Lake Placid, NY says, “Beginning well means you’re half done. Once you’ve established a rapport with the client, once that positive foundation has been laid, the hard work of negotiating a deal and closing a sale becomes so much easier.”

Key #2 Give them your Undivided Attention.  You only have a few moments to convey that you and your business would be advantageous to the client.  This can be demonstrated in the way you greet and talk with the potential client. The trade show environment is one of excitement, noise and distractions.

When you give full and direct attention to each individual who comes into your area, you can help keep them from being distracted. You also demonstrate how important they are to you and show the way you give good customer service. In this way you can  show how you are interested in their needs and wants. They can tell that you have an active interest in helping them solve heir problems or satisfy their needs.

A trade show will open many doors to new opportunities to meet and impress new customers.  You will also meet businesses in which you can make alliances and partner with. Even a friendly connection with a competitor can result in opportunity. This business may have a over booking and have to send some work to your business or have a very huge client that will need you both to team up and help. Make many connections and keep in touch with them.    More tips to follow in this column.

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