The Bottom Line Vine

Trade show Myths

Having worked and attended hundreds of trade shows, these events are akin to herding cats.  It is hard to keep exhibitors excited to talk to the next customer.  Attendees are looking for free knick knacks or tickets to the night’s event.  Most are likely hung-over, tired and aimlessly walking the aisles.

Unfortunately, for most exhibiting companies, these shows represent the bulk of their yearly leads.  The sales reps working the booths being the direct beneficiaries of these ‘leads’.   Why then, do I always leave trade shows wondering why the bulk of companies invested tens of thousands of dollars and man-hours for little or no return?

• Does a simple scan of my badge give you all the information about our conversation?
• How come nobody surveys me for information?
• Are all customers the same?
• Do we all have the same needs?
• Are we all the same size?
• Do we all have the same problems?
• Why do I constantly get pitched?  Sales 101 would dictate a few key questions could identify my interest in your product.  A quick note next to my information would then lead to a very productive sales call.
• Does my company even fit the profile of your typical customer?

Think about the last trade show you attended.  What stands out?  Can you remember anyone asking you about your company?  Do you remember a standout exhibit?  The answer is No.

Trade shows need to be about creatively capturing customer information and effective use of time.  No more late nights and drinks.  The same emphasis organizations place on internal sales execution and qualification needs to translate to the trade show floor.

Popularity: 1% [?]