Log in

Top Trade Show Secrets You Didn't Know

by Nomadic Display 9. November 2011 18:22

Susan Friedman, the Trade Show Coach, is our featured guest blogger this week.  She's an industry think tank, author and trainer. Susan helps companies worldwide get the most out of attending trade shows and industry events.  The Trade Show Coach is known in the industry for designing and implementing strategies for show organizers and exhibitors who want to retain and grow their customer base. Enjoy the read!

Trade show attendees look ordinary enough -- but they have TOP secret agendas - if you could hear their deepest thoughts, they might go a little something like this:

Secret #1: We're impatient

“The boss just sent me to Orlando from a blustering Buffalo blizzard.  The last thing I want to do is spend the day on the show floor getting hounded by sales reps.  If you show me what we need, at a reasonable price, I'm going take the necessary information and hit the hotel pool.”

Unraveling the Secret
As an exhibitor you need to get a clear understanding of your visitor's wants and expectations without wasting their time or your own.  It’s especially true for attendees who want to get the “business” part of their trip out of the way as quickly as possible.  Ask questions that will uncover their needs and enable you to target the right solution.  Additional incentives and special savings help to sweeten the pot. While you can offer visitors hard copy information on your products/services to bring back to upper management, you need to be sure it won't be left poolside with the wet towels. Always email visitors a message and attach elit so it’s in their inbox when they return to the office.

Secret #2: We're lazy

“Sure, it sounds like a great deal.  But I don't want to have to jump through any hoops to get a small discount.  For a few dollars more, I'd rather go to your competitor's website where buying isn’t such a walloping headache .”

Unraveling the Secret
If you're going to offer a show special or promotional incentive for online buying, focus on making it an easy and user-friendly experience. Time is valuable, so buyers are willing to pay more to avoid what they perceive as 'too much' work. Consider providing material printed with a unique url or QR code that will take them directly to a product landing page where they can submit their order in a jiffy. Make sure you include the url below the QR code in case your customers don’t have a smart phone on them. Also, don’t forget to provide the name of the QR code reader that you want your customers to use, because there are tons out there!

Secret #3: We're Egotistical

“You might not realize this, but I work for a very influential Fortune 500® company.  In fact, as a top performer at the company I’m also an influential person or key decision maker.”

Unraveling the Secret
With these high profile buyers, mustering extra effort to make them feel like VIPs can go a long way to building a relationship and future sales.  So give them the recognition they desire. Reach out to them before the show via your social media and direct marketing initiatives with a sense of urgency.  Have something special waiting for them at the booth, something exclusive and/or personalized because stroking their ego can’t hurt. 

Secret #4: We HATE math

“Ok, so there's $25 off of product A, 15% off product B, and a $500 rebate if I buy now.  Exactly how much will that save me???”

Unraveling the Secret
When promoting discounts and sale prices at a trade show remember the KISS acronym:.  You want to Keep It Super Simple!  No decimal double talk or complicated discount scales.  Just focus on the total savings.  Have printed price sheets on hand for your booth staff to easily highlight applicable discounts, write in the total savings and even provide competitive price comparisons so visitors walk away knowing your bottom line.

Secret #5: We like to be pushed

“So this price is only good for a limited time.  I read it on the sign.  I heard it during your sales presentation. I see the deadline on the material you gave me. And you know what? Chances are I'm going to forget.  And when I learn that I missed out on some BIG savings, I'm still going to blame YOU.”

Unraveling the Secret
Humans have to encounter the same piece of information an average of six times (YES SIX) before they remember it -- and that's in a normal, everyday environment.  So to help bolster trade show attendees' memories, remind them more often.  Mention the deadline during face-to-face and phone interactions, make note of it in all of your follow-up correspondence, and send out or post reminder alerts to advise them of the impending expiration date.

The moral of these five secrets is to walk in the shoes of your prospects and think about situations from their perspective. Empathize, be authentic and remember to look for ways to deliver value.

Like our post? use our social sharing buttons to share it with your business colleagues


Trade Show Tips | Trade Show Lead Management | Trade Show Promotion