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Boost the Sales Power of Your Trade Show Exhibit
Your company's presence at industry trade shows is critical to
stay competitive in a global marketplace. A properly managed
trade show display can be one of your most effective and
powerful sales tools.
Here are some pointers to consider as you approach the challenge
of maximizing your trade show selling efforts:
- To get started, enlist the early interest and participation
of your Marketing Director. He/she should be a dedicated
promotional partner in getting your exhibit program launched. If
you do not have a communications department in your company,
consider hiring your trade show exhibit company or an outside
trade show marketing consultant. If you do not have the budget
for a consultant, take the time to educate yourself and your
sales team on the basic essentials of trade show selling.
- Recognize the importance of trade show exhibiting and give it
your very best. Business-to-business marketers in greater
numbers every year are adopting the trade show exhibit function
as an increasingly valuable component of their promotional
toolkit. A study on the nine basic marketing approaches used by
the nation's top companies, trade show exhibits rank #3 in
marketing dollars spent, only behind advertising and sales
promotions and ahead of sales force management, direct and
online marketing, premiums, public relations among others. What
this means is you need to spend time and effort on exhibiting at
trade shows to remain competitive.
- Set standards for trade show exhibit quality, design and staff
conduct to optimize the trade show exhibit area experience. A
well-presented exposition area can be a very compelling
attraction especially if you make it a first class event with
strict standards for quality trade show displays with a set of
guidelines. Portable and custom modular exhibits are now
available through professional exhibit specialists who handle
the entire design and build function from initial graphics to
delivery of the finished exhibit at the trade show site. New
lightweight materials and collapsible construction make
assembly, breakdown and shipping both easy and affordable.
- Train your staff to effectively sell at your trade show booth.
Keep in mind who you are exhibiting to, what your specific
message is and why visitors to your trade show booth need to
know about your product, service or message. Practice your
message with your staff to make it clear and brief. Be sure you
have the informed staff at your booth to answer specific
questions in detail. Make sure they are effective
representatives for your company and that they have proper trade
show booth etiquette -no eating, no lounging, no chatting
amongst themselves and ignoring client prospects.
- Seek guidance from reliable sources. As the trade show exhibit
industry has grown, so have its resources for providing support
for those interested in making the trade show exhibit function
an important part of their marketing efforts.
As you plan your sales and marketing function, take a closer
look at the added value of a well-conceived or upgraded trade
show exhibit. In today's business environment, where the high
tech conveniences of e-commerce and cell phones eliminate
face-to-face encounters, your company is probably craving the
high touch experience a trade show exposition can add to assist
your sales team.
Dick Wheeler is President of Professional Exhibits & Graphics,
headquartered in Sunnyvale, California. The firm is a
full-service premiere trade show exhibit, graphics and
management services company. Go to http://www.proexhibits.com
About the author:
Dick Wheeler is President of Professional Exhibits & Graphics
headquartered in Sunnyvale, California. Dick has over 20 years
of sales and management experience and has won numerous awards
in sales and marketing. Go to http://www.proexhibits.com
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