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The need to know for trade shows

By: Katie Myers Tuesday August 18, 2015 comments Tags: customer retention, sales, training

One of the biggest challenges that any business faces is the need of exposure to new leads. All of us want to have a 100% referral based business but for some of our industries that can be a difficult and prolonged effort. So what opportunities are out there for us to have conversations with a larger audience of people in an environment where it is safe to “sell” your product or service? Tradeshows, my friends, tradeshows.

I have been participating in tradeshows for over 8 years. Throughout my career in the insurance industry and then now participating in them for my own business. Tradeshows are extremely beneficial for 3 reasons:

  1. They provide a large audience
  2. You aren’t responsible for bringing in the people that attend
  3. You have a captive audience aka the other vendors

Tradeshows, expos and conferences are excellent ways to gain exposure for your business. When you participate in a tradeshow you have to invest in the opportunity and then have a strategy and process to follow-up with the leads you generate. The lack of the latter becomes one of the biggest causes for people that have participated in tradeshows to not do them again. You will hear “it was a waste of money”, “I didn’t get a single customer out of it”, “it was expensive and I didn’t get a return” from those that participated and didn’t see the biggest value of the show being the lead follow-up you have afterwards.

I am here to share with you that there are 5 things you can do to best prepare for a tradeshow to set you up for return on investment and a successful follow-up strategy afterwards to continue to build relationships with those you connected with. Here are the 5 things you need to know:

  1. Put some time in to your visuals. Be branded to your company and have a functional promotional product to giveaway.
  2. Collecting information – have a fish bowl giveaway. You want to have a general drawing to entice people to leave their information with you.
  3. Have engaging people working the table. Don’t hide behind the table and don’t sit down. Engage in conversation starters like “what brought you to the show?”
  4. Categorize the people you will meet – You will meet several different types of people at your show including: vendors, prospects, collaborative partners and affiliates.
  5. Bring a skinny sharpie – you will need to take notes on the cards that people give you and there is nothing more frustrating than the “shiny card” that you can’t write on.

These tips should put you many steps ahead of the game and give you confidence to rock the show! If you are looking for more guidance and insight we are super-duper excited to share our new group trainings. Take a gander at our site and join us for our next live group session.

As always we want to participate in celebratory dances around your successes so share away! Subscribe to our YouTube channel to see how we make business fun

Now go start a conversation,


Katie Myers

About the Author: Katie Myers