Business > Networking > How to be a Good Prospect at a Trade Show
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Article rating : 0.00, 0 votes. Author : Julia O'Connor
Trade shows are fast paced, noisy with high energy and
expectations. Rather than just wandering the aisles and
collecting stuff, as a Prospect for any exhibiting company,
you should take your time at the show seriously. Those who
attend are better prepared than ever before, partly because
of internet research and partly because trade shows are
serious business.
These 7 Tips will make life easier.
1.) NOT EVERY PROSPECT IS A LEAD --
If you define a lead as a person or company unknown to the
exhibitor, that is probably 90% of the attendance at a large
show, as an average of only 10% of the visitors to a show
have an interest in a particular segment of an industry. So,
as a prospect, don’t feel guilty bypassing companies with
no remote affiliation for your business. On the other hand, in
today’s competitive world, you must look for trends, which
means looking quickly at all exhibiting companies to see
what’s new.
2.) BUT - I AM A CLIENT --
One of the sad facts about trade shows is that clients are
often taken for granted by exhibiting companies. You may
work with Mike in Miami and he’s not at the show in
Chicago. Step up to the booth and introduce yourself as a
client. Consider yourself a partner with the exhibiting
company - and they should treat you accordingly. If they
don’t, complain to Mike when you return home. No firm
wants to lose a client, and not every person knows each
client individually or as a company.
3.) WATCH YOUR LANGUAGE --
Review the questions you need answered by exhibitors.
Make them short and be very clear in your statements.
Industry jargon may confuse people. Acronyms may not be
universal - ABC may mean Absolute Better Control in one
segment, and Attitudinal Beaver Cages in another.
4.) USE YOUR EARS --
Listening skills are critical on both sides of the aisle. When
you are clear in your questioning, you should receive clear
answers to your comments and questions. Keep asking
until you are satisfied they understand your concerns. If you
believe you are talking to a brick wall - well, it’s just not a
company you want to do business with, so walk away.
5.) TAKE AN RFP --
You can take a simple RFP (Request for Proposal, or RFQ -
Request for Quote) to selected exhibitors. If you don’t get a
response within your required time period, call the company
and explain why they didn’t get the bid. This is a simple way
to test prospective companies, but be certain it is a real
project, not just a test.
6.) MAKE APPOINTMENTS --
If you’re closing a deal, a trade show is face-to-face time to
complete negotiations and sign papers. If you have serious
interest in a company, ask for a specific time to talk about
specific concerns. The appointment may be in a conference
room at the exhibit or off-floor in a more casual atmosphere.
No matter where, make certain you show up on time and
are prepared to deal.
7.) BUIILD RELATIONSHIPS --
Can you build a lasting business relationship in 20 minutes
or less? Yes, if you consider your businesses to be a
partnership. Skills are necessary, but a successful
business relationship requires more then that. Try
humanity, ethics and morality. Good prospects learn to size
up the exhibiting company quickly.
Trade shows can be intimidating when you're walking the
aisles. These tips will help.
Julia O'Connor - Speaker, Author, Consultant - writes
about practical aspects of trade shows. As president of
Trade Show Training, inc,, now celebrating its 10th
year, she works with companies in a variety of
industries to improve their bottom line and marketing
opportunities at trade shows.
Julia is an expert in the psychology of the trade show
environment and uses this expertise in sales training
and management seminars. Contact her at
804-355-7800 or check the site
http://www.TradeShowTraining.com
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