Gathering Restrictions Start to Loosen Around the U.S.
Karin Roberts : Tue, Mar 02, 2021
Trade shows are part of the large group gatherings issue - many states have begun to allow more open doors so that trade show events can happen. Be...
The trade show business is a 96 billion dollar industry - everything from convention centers to the trade show booth and space. Someone must be doing something right if this industry continues to grow. If you are not using face to face trade show events to generate leads for your business, you might want to think about adding this type of marketing tool to your overall business plan. CEIR says that 86% of trade show attendees will be new prospects for you with a less costly return on investment if they close. Something to think about!
So what is the problem? Why isn't everyone doing it? Mostly because 76% of sales people think that the value of leads at a trade show are no better than a cold call. YIKES! This is where marketing plays a pointing fingers game at sales and visa versa. But the key is that if your company focuses on the RIGHT trade show events to attend where there is a large portion of your target market participating AND if you plan and set objectives then these shows can be very effective for your organization and be more than just a cold call.
There are things that you can NOT do - like ask prospects -How can I help you? Would you do that on a cold call - I think not!! You need to be very specific. If you have already done your homework then you should know a few things about the target market attending - and your questions should be very specific like -
- We have seen clients with this type of problem in this industry, are you experiencing that?
- What brings you to this xxx type of show?
- What products are you using today?
- Who’s product are you using today?
- What problems in your business do
you need help with in this industry?
In a recent webinar by Richard Erschik, The Voice of Trade Show ROI, he said that the average number of call it takes to close a lead is five. So don't you think the trade show arena is a great place to start the sales process?
You need to test the waters and see if it is right for your company - but please make sure to do your homework first! There are a ton of articles and white papers you can read to learn about trade show marketing - start with the one below!
7 Powerful Persuasion Tactics to Close Your Next Deal
Karin Roberts : Tue, Mar 23, 2021
Start developing your persuasion tactics so you can sell more effectively in your trade show booth!
How to Battle the COVID-19 Career Blues
Karin Roberts : Thu, May 20, 2021
Covid19 has given a lot of people in the trade show industry the blues - so now that trade shows are starting to come back how to you bring your...