Ask the Sales Pro: Trade Shows

Dear Sales Pro,
The good news is that my company is sending me to a national trade show. The bad news is I’m not sure how to conduct business at a trade show with all of my competitors within arm’s reach of my prospect. How can I take advantage of this opportunity without coming on too strong?

Wondering in Windham
Regional Sales Manager (name withheld)

Dear Wondering:
The best way to take advantage of a trade show is to plan ahead. Contact your prospect well in advance and invite them to the show. If your company has an exhibit, them be sure to let them know where on the show floor they can find you or escort them there.

By scheduling your prospect’s time in advance you can suggest meeting for breakfast, lunch or dinner. Book something fun like a concert or a tour. Invite your senior executive team, engineers, or technical experts to join you. This honors your prospect by giving them a chance to meet key members of your team.

Give them the white glove treatment by offering them a personal tour of your exhibit, introducing them to your colleagues and demonstrating your organization’s capabilities. Make sure you give your team a heads-up in advance that this prospect is a VIP and ask them to help you make the best impression possible. Your collective enthusiasm will be contagious and your prospect will surely be impressed.

If you focus on the prospect and their needs and roll out the red carpet, they will see a huge difference between you and your competition. You will become the obvious choice. Your goal is build the relationship and make sure you follow-up with an action oriented meeting when you return from your trip.  

Good luck and great selling!

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