Sales Technique: Be a Trade Show Attendee not a Booth Owner
Trade shows for your best prospects are a great way to generate leads if you know how to take advantage of the opportunity. You can reap the benefits without having to rent a booth. The down side to renting a booth in addition to the cost is the fact that you're tied to the booth unless you have enough help to man your booth so that you can be free to roam the event. Most trade shows are recurring and you can know the date of the next one a year in advance, so you have plenty of time to plan your strategy for using this sales technique. When the event is held at a hotel or a convention center connected to a hotel you could rent a room during the event and send post cards to prospects inviting them to visit you to get something they would value. You could also host an after the event cocktail hour in your own private room.
You can walk the trade show making sure you meet as many potential prospects as possible, and then always have something of value to offer them to make a connection. Whatever your plan, make sure you have your entire marketing and sales strategy mapped out for the event far enough in advance to have everything prepared for the big event. That way you can get the most value from this sales technique in terms of real leads with real potential.
Arrive at the event early so you can get set up and know where everything is before the crowd descends. Contact the people running the event and volunteer to help. Working in some capacity at the event for a few hours will help you to get exposure to the right people. You may want to greet attendees as they enter and hand information about the event.
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