Trade Show Display Marketing Tips and Advice

The Hard Truth About Your Customers

Posted on Thu, Dec 13, 2018

Picture this: You just convinced your boss to approve the budget for ten new standing desks for your office -- the ones with electronic buttons so you can adjust the height.  The desks arrive quickly, the setup is easy, and although they all go up, one of them doesn't come down. You can't figure it out on your own, so the easiest way to get this fixed is to jump on a phone call.

You follow the prompts on the automated menu and wait patiently on hold for an answer, only to have to spell out your last name and phone number over and over again while the customer support team keeps putting you on hold and passing you between employees who can't solve your problem.  After the better part of an hour has elapsed, you hang up -- with the desk now functioning properly, but you're feeling distinctly frustrated by the experience.

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Topics: trade show customer, trade show customers, effective trade show marketing, trade show follow-up, trade show effectiveness,, trade show consulting

26 Psychological Biases to Help You Sell Better and Faster

Posted on Thu, Oct 11, 2018

For all the powerful processing work the human mind can do, it's still prone to making bizarre assumptions and jumping to illogical conclusions. Unfortunately, we don't usually recognize these patterns as strange. Since they're unconscious, they seem normal. Like it or not, these biases are part of us, so those in the business of persuasion can benefit from learning how to spot and play to them.

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Topics: trade show effectiveness,, keeping customers, motivating at trade show events, marketing effectively at trade shows, effective trade show marketing, attracting an audience, trade show booth selling

My Wacky To-Do List System That Has Helped 1,000+ People

Posted on Tue, Oct 09, 2018

For all my trade show marketing mangers trying to get ready for the 2019 Trade Show Exhibit Season - here is some help!  Warning: This post will only appeal to productivity nerds and people who are super busy.   And I’m talking the trying-to-juggle-127-different-tasks-at-once type of busy. Because a few years ago, that was me.  I tried every possible to-do list method to keep my brain from exploding ... but I’m so scatterbrained that NOTHING worked. So I kept experimenting with other people's methods until I said screw it, and created my own system.

Progressively, this led to a to-do list system that has helped thousands of people.  And no -- that's not an exaggeration.

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Topics: trade show effectiveness,, trade show follow-up, trade show motivation, effective trade show marketing, planning for your trade show event, trade show sales strategy

The Best Sales Pitch Isn’t a Pitch at All

Posted on Tue, Sep 18, 2018

Despite its increasing irrelevance, the tired, old sales pitch still enjoys a large following. Unfortunately, that washed-up elevator pitch generally focuses solely on the seller -- the company, its capabilities, and its accomplishments -- and rarely highlights the prospect’s needs.

It’s natural for a sales rep to tout their company and its accolades. From their perspective, what their company sells is everything, and their job revolves around trumpeting its value. Ultimately, however, prospective customers aren’t immediately interested in you, your product, or its features. They want to know how you can help them. That’s why you should pitch your … pitch … and tell a story instead.

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Topics: trade show follow-up, trade show marketing at pharmaceutical shows, trade show display search, effective trade show marketing, 2018 trade show plans

10 Clever Tricks to Get a Buyer's Attention in 8 Seconds or Less

Posted on Thu, Sep 13, 2018

We've all heard the claim our attention spans are shorter than a goldfish's -- and shrinking by the minute. The thing is, that's not really true. In fact, "Goldfish can perform all the kinds of learning that have been described for mammals and birds," says Professor Felicity Huntingford, who's spent more than fifty years studying fish behavior.

She continues, "They've become a model system for studying the process of learning and the process of memory formation, exactly because they have a memory and because they learn."  Your prospects might have the ability to focus more than eight seconds. The problem is, they just aren't willing to give most salespeople more of their time and attention without them having earned it. So, like the best bull riders, saddle up, and use these eight tactics to grab a prospect’s attention in eight seconds or less and send better email.

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Topics: effective trade show marketing, trade show selling tips, trade show selling, trade show motivation, trade show sales strategy

Storytelling with Data: 3 Steps Every Rep Can Benefit from Immediately

Posted on Tue, Aug 28, 2018

Success in selling belongs to those who can balance the roles of analyst and storyteller. Doing so requires the ability to source, organize, and communicate data in a way that connects the salesperson’s solution to the buyer’s challenge. In short, salespeople must be master storytellers with data. But where to start?

Here are three steps to improve your team’s ability to craft compelling sales narratives that differentiate your company’s solution and advance the sale.

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Topics: selling at pharmaceutical events, effective trade show marketing, trade show booth selling, trade show selling tips, selling in your trade show booth

Try This Insanely Easy Rapport-Building Exercise to Boost Your Charisma

Posted on Wed, Aug 15, 2018

I play this game every single time I go through the line at the grocery store, and while you might think it sounds crazy, hear me out: Since I started doing this two months ago, my ability to quickly build a rapport with a total stranger has improved dramatically.  This might be a great thing to practice and use in your trade show exhibit at your next trade show event.

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Topics: selling at medical events, chicago trade show events, motivating at trade show events, marketing effectively at trade shows, effective trade show marketing, drawing prospects into a booth, attracting an audience

Spring (or Summer) Cleaning for Exhibitors

Posted on Fri, Aug 10, 2018

As the weather warms and flowers begin to bloom, there’s often an urge to do spring cleaning around the house: garage, closets, front yard, you name it.   But what about your exhibit marketing program … have you thought about giving it a thorough spring cleaning as well?

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Topics: designing an effective booth, trade show exhibit design tips, trade show display design tips, effective trade show marketing, exhibit planning, booth planning

Why “Does That Make Sense?” Is the Worst Question You Can Ask in Sales

Posted on Thu, Aug 02, 2018

We’ve all heard it before. You’re deep in conversation or on a demo, being sold to, and the sales rep asks you, “Does that make sense?”   You quickly agree, “Absolutely!” But what you’re really thinking is, “I have no idea what you’re talking about. I can’t wait for this call to end, so yeah, sure, it makes sense.”

What’s worse than hearing this phrase is saying it. And I know you’ve used it too. Asking “Does that make sense?” comes from a place of innocence – maybe even a place of compassion. You want to affirm that your prospect understands what you’re saying, so you ask the question and mean it. Unfortunately, it actually just confuses the prospect, which is the opposite of what you were going for.

Here are three reasons why it’s such a horrid phrase, and three new ways to ensure your prospect is adequately informed.

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Topics: selling at medical events, trade show follow-up, effective trade show marketing, trade show selling tips, interactive marketing at trade shows, selling on the trade show floor

7 Tips to Get an Unresponsive Prospect Talking Again

Posted on Thu, Jun 07, 2018

Sometimes a salesperson gets lucky with an ultra-responsive prospect even while in their trade show booth.  Every time the rep sends an email, a response follows within the hour. When they call, the prospect picks up and makes time to chat. No matter when or how the rep reaches out, the prospect is sure to return a prompt reply.  Unfortunately, this is the exception rather than the rule. It’s far more common for a prospect to go dark after being responsive for a while. When this happens, the salesperson has to come up with creative ways to rekindle the conversation before the deal dies.

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Topics: motivating at trade show events, effective trade show marketing, drawing prospects into a booth, tips on how to sell at trade shows, interactive trade shows, exhibit planning

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