So, you made an effort to capitalize on trade show chatter, before, during and after the show. How do you know you had a successful trade show? After the proper planning, preparation and practice, you met lots of people and started some great conversations. Excellent! 

Now, it’s time to make the most of those new connections.  

Following up three to 7 days after those initial trade show conversations is critical. Also in that first post-show week, your prospects will probably be contacted by a competitor or two – you want to look good in comparison.

It’s time for your CRM system to help you out. 

Managing New Contacts from a Trade Show

You just met a lot of people, and some of them expect to hear from you very soon. In fact, they’re looking forward to it. They’re warm leads. Some will be glad to hear from you IF you have something helpful for them. They’re qualified leads. And while others will barely remember you, you know you have something to offer them. They’re prospects or cold leads, and they’re valuable too. 

The right process will help you address each of them in turn. 

Before the trade show, you probably wrote targeted post-show emails for each type of prospect. You wisely mirrored the graphics and messaging that you used before and during the show. And you automated the process to be automated with triggering events that will keep each type of prospect engaged properly for wherever they are in the buying cycle. 

If this sounds complicated, it’s not! A user-friendly CRM simplifies the process and helps you track each prospect through the sales funnel. 

Want some help? Contact us.

Trade Show Review: How Did You Do? 

➡️It’s worth repeating: reaching out to new trade show contacts in a timely manner is your first priority after the show. ⬅️

Then, after catching your breath, it’s time to review the whole process. 

Trade shows are expensive, and designing a booth, staffing it and providing unique, meaningful promotions adds a lot of time (and more money) to the endeavor. Was it worth the investment? Ten different companies may have 10 different methods for determining the answer to that question.

Evaluating the total number and quality of leads generated is one way; tracking benchmarks to determine how valuable the show was for your organization is another. Most companies judge success based on a variety of factors including new accounts, new product lines introduced into existing accounts, and of course, based simply on sales order volume in the first few months after a show. 

Whew. Now it’s finally time to give yourself a pat on the back and then – get ready for what’s next! Soon, you’ll be having more in-depth conversations and developing new relationships with many of those new prospects. 

Already registered for your next trade show? Download the Trade Shows for Manufacturers Guide here.

You have a lot to do before a trade show! While promoting your trade show presence ahead of time by having a killer booth design with engaging displays, maybe offering some swag, and setting up meetings with media connections who will be in attendance are all critical to having a successful show, there are other behind-the-scenes tasks you’ll want to handle before you leave.

5 Tips to engage visitors before and during a trade show

 

What to Do ASAP before the Trade Show

Huddle with your team. Make sure everyone inside your organization knows that your company is attending! Let your vendors know, too. Pre-show chatter with your employees and vendors isn’t just good “internal PR,” it helps your sales and customer service reps hone their presentation. And of course, no one knows your company and its products better than the people who make them. Their suggestions will make your trade show presentation better and post-show lead follow-up more productive.

Develop and practice talking points for in-person interactions. You don’t want to sound like a well-rehearsed actor, but you should practice some natural talking points around features and competitive advantages, and be prepared to answer all of the questions you expect to be asked at the show.

 

Trade Show Prep, Two Weeks Before the Show

Warm up the crowd with pre-show messaging: make sure your pre-show “chatter” includes all the pertinent hashtags and that your social media posts include @mentions of other attendees and exhibitors as appropriate. Try to engage your audience with questions and polls, and remember to share your booth number and images of your booth graphics in those posts. 

Review the attendee and exhibitor list. Data collection begins NOW!  

Review and update your lead generation form to ensure that it reflects your most current offerings. Also ask yourself, will it resonate with the prospects you’re most likely to see at the show? 

It should go without saying, but we’ll say it: test the lead gen form and your automated responses.

Not sure how to do that? We can help.

 

The Week Before the Trade Show: Ready to Go? 

Update your live chat popup box with a teaser like, “Want to chat at the show? Let us know when you’ll be there!” And we’ll say it again: test that updated chat window. 

Schedule a designated person (or two) who will be available for live chats both during the show and for three- to 10 days after it’s over. 

• Give them a script or bullet list of answers to the FAQs you anticipate (based on show reps’ experience at the booth) and try to end all responses with a question, like “can we prepare a quote for you?” or the generic but effective, “is there anything else you have questions about?” 
• Commit to responding to all chat requests and inquiries within 12 hours. Twenty-four hours is long enough for a “hot” lead to cool off (or reach a competitor). 
• Why should you prepare for trade show leads to respond up to 10 days after a show? Because like you, trade show attendees will have a lot to unpack – literally and figuratively. And because different trade show leads will enter your funnel at different points in the sales process. 

We’ll discuss what to do with those leads in a future post. Can’t wait? Contact us!

 

Game Day: During the Trade Show 

Collect intel, both on other companies in your space and from your prospects. Not sure how to effectively collect info from leads? We help our clients pre-qualify leads and categorize prospects efficiently so you can maximize those face-to-face interactions and be ready to follow up as soon as you return from the show. 

Keep communication channels open. Just as important as connecting with potential buyers on a personal level, communicating back to your team at the plant is also vital to getting the greatest return for the time and financial investment you put into the show. 

What are you learning that might help engineering, manufacturing, or that could help customer service do their jobs better? What questions could the team back home answer for you, so you can pass along relevant information to a prospect you spoke with earlier at the show? If you respond to a prospect’s inquiry during the show, you’ll leave a great impression that will go a long way toward establishing a relationship after the show. 

 

More Trade Show Tips 

This isn’t a comprehensive list of all you have to do before a trade show, but we’ve covered some of the most important items to maximize your trade show investment. We help companies prepare before, during and after trade shows, from scheduling media interviews before the show to engaging their audience with creative displays and memorable promotional items during the show to following up on each lead in a timely, helpful manner.  The goal is to build great customer relationships! How can we help you?

 

While Trade Shows are primarily marketing events, there are plenty of PR opportunities in every show. We help our clients make the most of those opportunities and build long-term business relations. Want to discuss the possibilities? Get in touch. 

So you’re headed to IMTS 22 (the International Manufacturing Technology Show)? It’s time to think about attracting and engaging visitors. You don’t want to be lost in a sea of trade show booths, so what is the best way to draw visitors away from the competition and toward your business?

1. Invite and utilize your existing connections.

Trade shows can be a great way to interact with your current and potential connections. In fact, 79% of attendees believe going to a trade show helps them decide what to buy. (Source: Graphicolor Exhibits) Before the event, send an email to your current contacts and invite them to visit your booth. Be sure to include information about where to find your trade show booth and what they can expect from your exhibit. If they attend, interacting face-to-face is an excellent opportunity to network, make connections and share mutually beneficial contacts.

2. Research and connect with the media.

Having a great trade show booth is useless if you have few attendees and visitors. A great way to ensure you’re spreading the word about your exhibit is to get the manufacturing trade press involved. Do some research about what media outlets will be present at the show and reach out to your industry bloggers, influencers, journalists, and trade publications. It’s the perfect way to invite prospects, share exciting news or product launches, and promote your business before the trade show. Also, invite these journalists to your booth for one-on-one interviews. Taking the time to invest in advertising and press involvement could secure you more trade show booth visitors and viable leads.

3. Promote your exhibit on social media.

People from every industry are on social media, and these platforms can be a great way to promote your upcoming trade exhibitions. 61% of businesses use social media to promote their attendance at an upcoming trade show. (Source: Brandon Gaille) You should schedule social media posts to go out before and during the show to promote your booth and attract attendees. Don’t forget to include information about any presentations, product demos, or contests you’re hosting during the show. Scheduling the posts ahead of time will relieve some pressure and give you one less thing to worry about during the event. Building excitement online in the weeks leading up to the show will attract prospects to the trade show and encourage them to stop by your booth.

Posting to social media live during the show is also a good idea so you can share your booth location and pictures of your exhibit. If your current contacts or followers are at the show, they will know where to find you and what to expect. Lastly, check the show’s website for their social media and any hashtags to maximize impact. 

4. Nail your booth design.

Attracting prospects to the trade show is just one step. To generate leads, you’ve got to get them to engage with your exhibit during the show. The design of your booth is crucial for making a lasting first impression and drawing attendees to you. If you want to stand out among the other exhibitors your display should include engaging and interactive elements that make the encounter with your business fun. 74% of attendees believe engaging with the exhibitors makes them more likely to buy the products/services on display. (Source: Hill & Partners)

You can use photos and videos to draw the eyes of attendees to your booth. Touch screens and tablets can be used to collect contact information from visitors which will help you follow up after the show is over. Surveys and quizzes are another great way to get your booth visitors engaged and inform them of what your business has to offer. 92% of attendees visit a trade show to learn about new and exciting products and services. (Source: SpinGo)

Everyone loves gifts and freebies. Organizing a contest or giveaway can be an excellent way to capture prospects’ attention and leave a lasting impression. Consider giving away branded merchandise, swag bags, or even food and drinks. 

Using a company mascot is one of the most fun and effective ways to draw attention to your exhibit. A mascot will make your trade show booth unmissable and provide a fun photo-op for visitors to share on social media.

5. Don’t attack, attract.

No one likes to be bombarded by salespeople, especially as you walk by every booth at a trade show. Stopping uninterested people as they walk by and pushing them to look at what’s on sale is not the best approach at trade shows. A better strategy is to attract them to you and your exhibit. But a great display is only the first step. You should make sure that your trade show staff is knowledgeable, personable and engaging. 85% of an exhibitor’s success at a trade show is dependent on the performance of the staff they bring. (Source: Highway 85 Creative)

When a visitor approaches your booth, it means they are interested in what you have to offer, so it’s important to have the first person from your staff there to help. Dressing professional and wearing company logo apparel is a must for making sure your staff is easily identifiable among the crowds. You should be sure that your booth provides its visitors with valuable information that is easily digestible and useful to them. Consider using presentations and product demonstrations to draw people in without having to attack them as they walk by.

For tips on your next step after the show, read our blog The Trade Show is Over – Now What?

Need more help? Download our Trade Shows for Manufacturers Guide or contact Rob Felber at RobFelber@FelberPR.com, (330) 963-3664.

 

Sales, the elusive goal of lead generation, can often be sidelined by roadblocks, hurdles, and potholes. Any delay in your sales procedure can allow doubt, buyer hesitation, or worse, a competitor into the process. This article is NOT about overcoming objections or even listening better; save those tactics for the sales trainers.

Let’s look at the most common barriers to sales and how you will remove them.

Meet on their schedule

I am going to lead with my favorite – be available. You cannot engage in conversation and show how brilliant your solution is for their problem if you are playing phone tag or the “what’s a good day for you” mini-series. In the last year, I have opened my calendar up to zoom and in-person meetings. My prospects and clients can book a date in seconds that is convenient for them and is guaranteed open on my calendar. A calendar invite is generated for both of us – my calendar emails me and I also receive a text alerting me to the new booking. Book 15 minutes with Rob Felber and see just how efficient this tool has become.

Be visible when they are ready

It has become common knowledge that prospects spend a significant amount of time researching their problem before contacting a salesperson or dare I say picking up the phone (BTW, they don’t call; see point one on calendars). The battle for a fast and efficient sales process begins with being able to be found on the internet. If your company, e.g., your solution, does not show on a Google search, you’re not even in the game. Make sure your website is search engine ready. Read our article:

How much money are you wasting on website marketing that is not yielding results? SEO Audits

 

Answer their questions as they are asked

If you have even 3 months in sales, you probably already have heard a few of the same questions. Draft those questions and your best answer and place them in front of your prospect before they ever contact you. In addition to being available and found, you can keep the process going by anticipating and answering the most common questions. Using frequently asked questions documents, case studies and customer references will help your prospect gain confidence in your brand and solution. Of course, use well-placed calls-to-action (CTAs) throughout the process so they can quickly engage you when they are ready to talk. See How to Improve Your Call to Actions

Do not let procedure derail your sales process

Your prospect is ready to buy. More than a signal, they have verbalized “I am sold, where do I sign.” You say thank you and place five pages of credit check and paperwork in their face. Now, that’s pleasant. I am not suggesting that you bypass good business practices, just that you move the paperwork up in the sequence. If you indicate that your prospect is qualified, why not use credit checks as a sales technique to accelerate the sale? “Mr. prospect, it seems like we’re a good fit for your problem, and while you still have questions, would it make sense to start establishing your account so we can move even faster should you choose our company?” We also suggest you do everything possible to streamline your account establishment. If you rely on a credit department, meet with them, and explain that while we need to protect the company, the sale can be jeopardized by long delays. At the end of the day, nothing happens until someone buys something; so, let them (buy).

Let them speak to your clients

There is an old joke about when a prospect asks for references. You respond with “do you want good ones or bad ones?” The reality is no one offers bad references. The way to not have reference checks be a barrier is to have a vetted and fresh list of clients who are willing to speak to your prospects and are available. I have experienced recent requests for client references, and I keep a pre-approved list I can send immediately. These are clients that have already told me they are willing to speak to our prospects without additional notice. Now, I may still give them a heads up, but I know I do not need to ask their permission every time I use their name.

Do you have any other tips or tactics you use to keep the sale moving? Email me and I’ll share with our network – you might even trigger a reader to inquire about your services!