Trade and business to business shows are a fabulous way to gain more exposure for your brand and generate new client leads. The secret to the success of any show is literally stepping outside your booth and engaging attendees.
It always amazes me to see exhibit booth staffers sitting behind their table reading a book or socializing with coworkers. Why would any company spend time and money at a show and then ignore potential customers?
Step outside the comfort zone of your booth to interact and engage with people as they walk by your display. Try to find an opening line or question to ask them that relates to your product or service. The question you ask should be something that can’t be answered quickly or with a head nod as prospects walk by. Challenge them so they will stop and think about what you’ve asked.
How they answer will give you a pretty good idea if they are open to what you are selling. Once you have their attention, hook them with some kind of giveaway that relates to what you do so you can tell them what you have to offer. Let them walk away if you find they are not interested. Your time can be better spent speaking with those who are.
Be respectful, courteous and friendly as you pull people in without being overly pushy or distracting to the other exhibitors around you. Make sure your booth and graphics are beautiful and interesting so that people will want to stop and hang around. Have literature on hand so those who are interested can take what they want.
The internet and social media have changed the landscape for many businesses. Trade and business to business shows offer a great excuse to get out and meet with prospects face-to-face while catching up on industry news. Let’s face it, more networking activities can translate into more sales opportunities especially if you step outside your booth!
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