It is no secret that participating in trade show exhibits can be quite expensive. With all the things to consider, such as booth purchase or rental, drayage costs, renting a space in the exhibition hall, and more, expenses can quickly add up. It is crucial for companies to thoroughly train sales staff, carefully pick and choose the right shows to attend, and be diligent about details and deadlines. Doing so will help ensure that your organization financially benefits from attending these events.
Ensure The Staff Is Trained
Since the booth staff puts a face to the company's name at trade show exhibits, it is vital that they are knowledgeable about trade events. First impressions are key, and you will want your business to be well represented. There should be people within the company whose responsiblity is to train the inexperienced booth staff. They should be taught the basics, like how to ask open-ended questions and the importance of displaying approachable body language. Sales team members should definitely be aware that attendees will form an impression of the company based on the staff's behavior and demeanor. Armed with this knowledge, representatives at trade show displays will be more professional and more effective at gathering leads.
Choose The Right Trade Events
With so many trade show displays that go on nationwide, it is more important than ever to choose the right ones to attend. Exhibits can be large or small, general or specialized, and serious or more casual. Your company should dedicate some time to finding who the potential customers in your industry might be. Then, find out which shows these people or companies attend. Consider making a spreadsheet or database that ranks trade events in order of importance. At the last minute (maybe a month before the show date), find out if there is any available room at one of the less important events. If there's an opening, you'll likely be able to get it for a fraction of the price.
Pay Attention To Details And Deadlines
As in many areas of life, staying focused on little details can often help you advance. Make sure the booth looks professional and that all signs are straight, materials are clean and organized, and displays are free from clutter. If there is more than one person manning the booth, each person should have a specific role. One person could deal with the exhibition manager, for instance, and another could head up drayage organization.
Being diligent about sticking to deadlines can also make attending a trade event more worthwhile. Finishing paperwork and tasks early can prevent late fees and also help you take advantage of early discounts. If you're planning for a whole season of trade show exhibits, try to order everything for the year at once so you can qualify for bulk discounts.
By training the booth staff, picking the right industry events to attend, and staying on top of the fine points and deadlines, your company will greatly benefit from attending trade shows.