Trade Show Display Marketing Tips and Advice

30 Responses to the Dreaded Sales Objection "It Costs Too Much"

Posted on Thu, Mar 29, 2018

Price objections are common in sales -- primarily because most prospects have learned pushing back on cost will get them a discount.  That makes it difficult to respond to a pricing objection if you don’t want to immediately lower your price. While discounting has its place in the sales process, being too discount-happy will destroy your margins and lower your product’s perceived value.

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Topics: selling at trade shows, tradeshow tips, selling on the trade show floor, selling in your trade show botoh, selling in your trade show booth, tips on how to sell at trade shows, effective trade show marketing

Optimizing the life cycle of trade show customers

Posted on Tue, Feb 14, 2017

Traditionally, the “marketing funnel” has been a guide for marketers to move their prospects along a continuum from awareness to consideration to preference to purchase and finally to brand loyalty. According to Forrester Research, the funnel is obsolete and the Customer Life Cycle that applies to today’s consumer is more like a circle of “continuous optimization,” which flows back and forth from discovering to exploring to buying to engaging with a brand.

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Topics: trade show plan, Trade Show Marketing, trade show tips, tradeshow tips, tradeshow plan, trade show booth maketing, trade show customer

Always Be Closing Is Dead: How to Always Be Helping in 2017

Posted on Tue, Feb 07, 2017

One of Hollywood’s most famous depictions of the sales world is found in Glengarry Glen Ross. Alec Baldwin’s character, Blake, is the epitome of the high-powered, low-empathy, money-driven salesperson, and gets what he wants through fear, intimidation, and profanity-laced speeches. After threatening and terrorizing a group of salesmen (no women allowed in this boiler room), Blake gets to his point -- salespeople should "ABC": Always Be Closing. According to Blake, regardless of the individual prospect and their needs, the rep's ultimate task is to bring money in the door.

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Topics: Trade Show Marketing, selling at trade shows, tradeshow tips, tradeshow planning, trade show selling

5 Questions That Will Make Your Final Close Happen Naturally

Posted on Tue, Dec 13, 2016

From their first conversation to the close, a strong salesperson consistently asks her prospect for small closes. Getting incremental commitments from the buyer trains them to say “yes” and indicates how invested they are in the relationship. These closes also accelerate the deal, since they help you hit significant milestones more quickly. I’ve found waiting until the last stages of the sales process to make a request can significantly damage your chances of winning the deal. There are two obstacles stopping reps from using the incremental closing technique.

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Topics: trade show plan, Trade Show Marketing, tradeshow success, tradeshow tips, trade show selling

Add the element of surprise in your trade show booth

Posted on Thu, Dec 08, 2016

One of my greatest marketing secrets,  I learned from my father. When I was 12 years old I worked for my father on Saturdays in his retail store. The challenge he faced was having a number of small and inexpensive items of various types left unsalable. There weren’t enough of any one product to have a dedicated sale and discarding all of these items would have affected his bottom line. What he did was randomly package five or six of these items into a small paper bag. Then he taped all the bags closed and placed them all in a bin. On the top of the bin he created a hand-made sign which read, “Surprise Bags - $ 1.00. He sold them all in one weekend.

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Topics: trade show plan, Trade Show Marketing, tradeshow tips, face to face strategy, trade show booth plan

Summer Reading to Enhance Your Exhibit Marketing Expertise

Posted on Wed, Aug 17, 2016

During the warm, sunny summer months, it seems everyone is talking about great reads. And while that often may include an epic work of fiction or the latest thriller, why not include a title or two that can make you a better exhibit marketer?  While some of these may be familiar to you because they’ve been bestsellers, the rest haven’t likely been on your “must-read” list. But they should be!

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Topics: trade show plan, trade show advice, trade show tips, tradeshow success, tradeshow tips, trade show books

Connecting with Millennials at Trade Shows

Posted on Mon, Aug 08, 2016

It should come as no surprise that marketing to Millennials is not the same as marketing to other generations of consumers, which has big implications for trade shows and other events. The good news is that Millennials want to develop relationships with the businesses that reflect their interests, they prefer face-to-face interaction, and they identify with and support their favorite brands. The bad news is that they are hard to reach through traditional marketing approaches and channels. That means that trade show marketers need to create experiences in their exhibits that will draw in Millennial buyers.

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Topics: trade show plan, Trade Show Marketing, face-to-face marketing, trade show tips, trade show messaging, tradeshow tips

Promote Your Exhibit in 140 Characters or Less (Your Guide to Social Media)

Posted on Tue, Jul 26, 2016

Social media is nothing new. Many popular sites have been around for a decade or so by now. Yet few exhibitors are using these tools to their advantage.  One of the best aspects of social media tools is that they open up the lines of communication far beyond your own individual circle of influence. By using the various tools, you can reach not only your clients and prospects, but also industry thought leaders and members of the media. After all, one of the top reasons attendees come to shows is to discover new ideas or solutions – give them a reason why they should come see you! Here are a few tips to help get your social media strategy in place.

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Topics: trade show booth, trade show tips, booth, tradeshow tips

28 Apps Every Sales Rep Needs on Their Phone

Posted on Tue, Jul 12, 2016

Salespeople are constantly on the go, whether they're meeting with clients, flying out to give a presentation, working in a trade show booth, or running to a team training. With this in mind, mobile access to sales systems aren't just a nice to have -- they're a necessity.   But besides company software, salespeople can also download productivity, educational, travel, and other just plain useful apps to optimize their time on the road. Here are 28 of our favorites. 

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Topics: Trade Show Marketing, trade show tips, marketing at events, tradeshow tips

10 Magic Words That Move Prospects to Buy

Posted on Tue, May 31, 2016

Emotions are a powerful thing. Prospects make decisions based on potential ROI, ease of implementation, and likelihood that a product will help them achieve their work goals. But emotion is the undercurrent of these decisions. Fear (that they will fail), hope (that business pain can be fixed), and frustration (that things aren't great right now) -- these emotions are just as important to a purchasing decision as facts and figures. Make no mistake -- logic matters in buying decisions. But there are a few conversational tricks you can use to appeal to your prospect’s emotions and their intellect. For example, use short, basic language instead of complicated phrases. “There’s more” is more effective than “additionally,” while “better” trumps “superior,” according to the graphic.

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Topics: Trade Show Marketing, trade show tips, tradeshow tips

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