YOUR TRADE SHOW SALES PLAN
- docalmendarez
- Jan 21
- 5 min read
Developing a trade show sales strategy is among the most advantageous steps you can undertake. This plan will help you identify your target prospects, the products or services you intend to offer them, and the approaches you will employ to engage them.
Start by assessing the number of prospective clients who will be attending the trade show. In numerous industries, a significant portion of decision-makers is likely to participate in such events. This presents an excellent opportunity to ascertain their attendance schedules and arrange specific meetings with them, even if only for a brief period.
One of the most effective yet frequently overlooked strategies to enhance your trade show closing rate is scheduling a series of predetermined meetings. Many sales professionals may not realize this due to a lack of frequent attendance at such events, which can become quite chaotic upon arrival. Both you and your potential clients may find the environment more overwhelming than expected, making it crucial to secure meeting times as early as possible.
I would like to offer two concise recommendations to complement that advice. Firstly, it is essential to schedule appointments for specific times. If appointments are too vague, they may not take place due to other commitments. Secondly, confirm each appointment during the week prior to the event. Some prospects may forget, while others might not be able to attend the trade show. It is crucial to avoid wasting time looking for someone who is either absent or not anticipating a meeting.
Expand your focus beyond the potential customers you already know by actively pursuing new prospects in the weeks and months leading up to the trade show. As with other sales activities, increasing the number of contacts in your pipeline enhances the probability of closing more deals in the future. This approach is especially pertinent for trade shows, where the accelerated sales process facilitates quicker advancement.
For every potential sale you identify, adhere to one fundamental principle: consistently qualify prospects. While this is prudent advice in any sales context, it is particularly crucial at trade shows. The reason is that securing a sale typically requires the involvement of all decision-makers. Generally, these individuals will be present, but engaging only one or two may result in missed opportunities. Therefore, it is important to identify who will be involved in the purchasing decision beforehand. Although you may not be able to arrange meetings with all of them—either individually or collectively—you will at least have a clear understanding of the situation before investing significant time and effort in presenting to the wrong person.
During this process, it is crucial to meticulously document notes, update your contact management system, and establish a detailed timeline and strategy. The objective is not to fill your calendar with unnecessary tasks, but to efficiently utilize your time by engaging with as many promising prospects as possible and steering them toward a successful conclusion. The more contacts and information you accumulate, the more comprehensive and effective your trade show selling plan will become.
At the same time, it is crucial to recognize that your strategy should extend beyond merely having contacts and scheduling appointments. It is essential to be well-prepared with comprehensive sales skills and product knowledge. In my seminars, I am consistently surprised by the number of professional salespeople who do not engage in reading books, attending conferences, or pursuing education in the art of selling. By failing to dedicate even a minimal amount of time and effort to refining their skills, they are effectively relying on luck to secure sales, while also giving competitors the opportunity to outpace them.
Refrain from repeating this mistake. Achieving substantial sales, whether at a trade show or any other setting, requires a thorough understanding of the sales process. Even if you are typically diligent in your learning, it may be beneficial to refresh your in-person sales skills. While modern technology offers many advantages, it often leads to salespeople excelling in phone or online interactions but lacking proficiency in face-to-face closings. As the event approaches, make a concerted effort to practice closing deals in person.
Lastly, ensure that your product knowledge is thorough. It is probable that both your company and your competitors will introduce new offerings.
Prospective customers are likely to compare your products with alternative options. Therefore, it is essential to understand and clearly articulate the advantages and disadvantages of each, to prevent confusion or indecision. It is imperative to have a comprehensive understanding of the products you are selling. Dedicating time to learn the details now can help avoid substantial losses in commissions later.
Trade shows offer the opportunity to secure a significant amount of business simultaneously, but this will only occur if you are well-prepared. Compile your contacts, seek out new prospects, ready yourself for substantial sales, and then transform it all into a practical plan. This may require more effort than you're accustomed to before traveling, but it will yield results quickly.
Pullout: Don't Ignore Existing Customers
Amidst the excitement of preparing for your trade show and exploring new business opportunities, it is easy to make a common sales mistake: overlooking your current customers while pursuing new prospects.
The trade show will not only attract potential customers but will also feature a wide array of vendors and new offerings. Therefore, it is prudent to implement defensive strategies. Remember the adage, often overlooked yet still pertinent: “Acquiring a new customer requires five to ten times more effort and resources than selling to an existing one.” Current clients form the foundation of any business, making it essential to focus on their retention.
Fortunately, this task should not prove overly challenging. Apply the same strategy you plan to use with your key prospects. Identify the customers who will be attending and strive to arrange brief meetings with them, ensuring you qualify them to discover any potential purchasing needs. After they visit your booth, be sure to highlight any new or exciting offerings; your goal is to leave them as impressed with your company's products as they are with those of your competitors.
Trade shows offer a prime setting for exceptional customer service. Utilize this opportunity to engage with clients, assess their experiences with your products and services, address any unresolved issues or questions, or simply take a moment to connect with them personally. It is common to have several clients, including key ones, whom you have not met face-to-face. This event provides the perfect occasion to introduce yourself in person. Sales fundamentally revolves around relationship-building, and enabling your customers to perceive you as a genuine, approachable individual can greatly assist in sustaining accounts and ensuring future sales.
One of the primary reasons to engage with your existing clients is their potential to act as your most effective advocates. In situations where you are working with a challenging prospect or need to bolster your credibility, a satisfied client can be instrumental in closing the deal. By introducing your prospect to a current client who can share their positive experiences of working with you, you significantly enhance the likelihood of securing the sale.
Moreover, many clients will independently undertake this initiative without any prompting from you. If they have maintained a positive relationship with you and observe something intriguing at your booth, they may refer other interested prospects—both from within their organization and externally—to you or mention you by name. This serves as an invaluable method for engaging new prospects.
Trade shows are dynamic and fast-paced environments, making it essential to utilize your time and energy effectively to identify new sales opportunities. However, in the pursuit of new accounts, it is important not to neglect your existing ones. Current customers are crucial to your business's success, so ensure they receive the attention they deserve.
Comments