It’s very common for many businesses to focus on enhancing their sales prospects by appearing at various industry niche trade shows and exhibitions. This helps to generate sales leads and also gain a lot of potential customers interested in the company and the products or services they have to offer. However, there are numerous instances where companies find it difficult to achieve the results they’re looking for due to making some very common, critical trade show mistakes.
Here’s a detailed discussion of those trade show mistakes that you should try to avoid in order to obtain a better return and greater success:
Creating a low quality exhibition stand
Your company’s exhibition stand plays a critical role in ensuring your success at the trade show. Since it helps to create a first impression of your business, you should choose a stand design that is vibrant, fun and smartly communicates the central message of your brand.
There’s no point cutting corners on expenses or coming up with a display design that is poor quality or cheap looking. Your display should clearly state what your business is about and the nature of the products and services that you have to offer. Your trade show display should be impressive and openly encourage visitors to come forward and speak with your team or staff members without hesitation.
Having no clear goals
Before you appear at a trade show, it’s important that you have a clear goal as to what you want to achieve with your exhibition attendance. This will help you to devise a yardstick that you can measure your success against. Do not fall into the trap of simply thinking your appearance alone is going to work wonders for you, as you will be sorely disappointed.
Motivate and inspire your exhibition sales team by creating challenging yet achievable goals such as achieving a set number of new leads per day, networking with potential new business partners or selling a set number of units of your products. By having a clear idea as to what you want to achieve, you can effectively quantify your results and know how much closer you are to your goals. More importantly, you will discover the areas that you need to improve on.
Ineffective use of social media
Without using social media in a smart and dynamic way, you cannot realistically hope to achieve success with your trade show exhibition. You should promote your business across social media and make it abundantly clear that your company is appearing at the event. Make sure you post updates on a regular basis and engage in discussion when you get responses.
This will naturally attract the attention of your following who could be persuaded to attend the event and visit your exhibition stand. By utilising all of your company’s social media accounts during the event, you can generate a powerful response from your existing followers and gain new followers and customers along the way. This will help you to underscore your position as a market leader within your industry.
Having the wrong personnel on your stand
Your trade show success will hugely depend on the personnel you assign to represent your business. Don’t fall into the trap of believing that a trade fair only requires someone to pose as a statue that literally hands out cards and little else. The personnel you choose must have an in-depth knowledge of your company’s products and services, and be passionate about them to effectively pitch them would-be customers.
It is critical they have the confidence to approach trade show attendees to pull them in and have the conviction to answer any queries your potential customers may have. It is not uncommon to find many unprepared personnel tripped up by difficult questions that lead to a very disillusioned and disappointed sales prospect.
Your sales team must have the ability to open up positive dialogue and ultimately, set up future appointments at the conclusion of the discussions. Any hesitation or unknowing could see a potential paying customer walk away.
Face-to-face discussions allow your company to meet potential clients directly in a rare situation where they are actively buying. Don’t let it go to waste. This may be your one and only opportunity to develop long standing relationships with them, so make it count.
Therefore, always take your best sales team along to the trade show to represent your business – never administrative employees or temporarily hired staff.