Trade Show Live Demos That Sizzle
- docalmendarez
- Jan 30
- 4 min read
In many respects, delivering a live demonstration at a trade show, parallels doing so in other settings. You will still present the same products and solutions, emphasize the same benefits, and collect the same feedback as usual. However, akin to other phases of the sales process, the pace will be somewhat more accelerated.
Ensure the relevant stakeholders are present. If your customer is part of a buying team, strive to present your demo to the entire group at once. Repeating information multiple times is inefficient, especially as they likely have similar questions and concerns.
The most valuable advice I can provide is to act promptly, but with careful consideration. Here's what I mean: The dynamic atmosphere of a trade show allows you to concentrate on the essential features of your product and its advantages for your clients. Amidst the flurry of activity, both you and your prospects may be eager to return to your respective tasks. It is advisable to practice your presentation in the weeks leading up to the trade show, perfecting it to effectively communicate the main points within five to ten minutes. Furthermore, anticipate potential questions and ensure you are well-prepared with the answers, eliminating the need to search for information during the event. This necessitates a comprehensive understanding of your product, customer service policies, and other pertinent details.
Upon completing these steps, you will be equipped to discuss your offerings with insight and enthusiasm, even on short notice. Utilize this energy to proceed efficiently but be cautious not to deliver a rapid-fire presentation that may appear overwhelming. Even in a trade show setting, customers prefer to make informed decisions at their own pace, so take the time to ensure they feel engaged.
I aim to accomplish this through two primary methods. First, I make it a point to review my written notes several times. The client has already outlined their requirements, the reasons behind them, and their desired timeline, so integrating this information into your presentation is advantageous. Revisiting these notes shows attentiveness to their input and aids in managing the pace of your demonstration.
Secondly, my objective is to engage each customer physically, mentally, and emotionally with the solution I offer. While I have elaborated on this point in greater detail in The MODERN Sales System, I consider it one of the most powerful yet underutilized concepts in sales. Customers do not make purchases because of your desires; they make decisions based on what they perceive will benefit them in the future. By allowing prospects to handle the product, test it, or at least envision using it in the future, you help them develop a sense of ownership that facilitates closing the sale. This technique is straightforward yet highly effective. I suspect the reason more salespeople do not employ it, whether at trade shows or elsewhere, is due to rushing and forgetting. Consider this a reminder to act swiftly but never omit steps in the sales process.
This process entails pausing to receive cues and feedback. As you will be reaching a conclusion more quickly than usual, it is crucial to incorporate some checking questions throughout. When emphasizing a key feature or presenting a return on investment calculation, take a moment to ask, "Does that make sense to you?" Although it may be difficult to slow your pace, any point overlooked during your live demonstration is likely to emerge as an objection later. Therefore, ensure that everyone is following at each stage.
Often, you can evaluate the response you are receiving by observing the physical cues of each prospect. A key advantage of conducting presentations in person is the ability to immediately gauge how close your customers are to making a purchase decision. If they appear enthusiastic and actively engaged, it is important to sustain this momentum. Conversely, if they frequently check their watch or look for reasons to leave, it indicates a need to revisit one of your main points to avoid losing the opportunity to capture their attention permanently.
As noted at the beginning of this chapter, delivering demonstrations at a trade show closely resembles doing so in other settings. The primary objective is to act promptly while ensuring customer engagement. You will be positioned close enough to gauge their reactions, yet you will also encounter the challenge of capturing their interest in a vibrant, bustling environment.
Achieving the appropriate balance may be more straightforward than you expect. By thoroughly rehearsing your presentation, becoming well-acquainted with your key points, and maintaining a focus on the customer, everything else will naturally align.
Pullout: Call in Reinforcements
As previously stated, trade show selling is a collaborative endeavor, particularly during the presentation phase. The objective is to secure a swift sale; thus, it is essential to utilize every advantage at your disposal, of which there are likely many.
Firstly, your company may collaborate with a professional booth exhibition firm, a growing trend in the industry that can expedite securing deals. Essentially, your company might employ a team of professional spokespeople, demonstrators, or models whose role is to emphasize the key features of your offerings. If this is applicable, allow them to perform their duties. Introduce your prospects to them, step back during the demonstration, and be prepared to assist with any inquiries. Some salespeople are reluctant to share their prospects' attention with others, but you are not in competition with the booth staff; they can assist you in achieving greater success.
Additionally, your organization likely has several non-sales team members present at the trade show. These individuals are valuable assets not typically available in standard sales scenarios, so it is advantageous to leverage their expertise. Engineers can clarify product features and updates you may not be familiar with; customer service specialists can explain ongoing support; financial representatives can discuss financing options, among other topics. Show your customers that your company encompasses more than just your role—enable them to interact with and invest in a diverse team of professionals committed to maximizing the benefits of their purchase.
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