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BMEX 2014 Tricks & Techniques: Your Guide to Success
Published on May 14, 2014 by admin

Before the Tradeshow

      • Decide on your main message. Just like your home page, you get 3 seconds to convince
        someone to stop at your booth. You'll need this message elsewhere (e.g. banner) so you
        need to decide what it is early on. Remember the goal is to get people to stop, not to explain
        about who you are and what you do

      • Design your banner and handouts. Printing takes longer than you may think

      • Plan on at least 3 people to work with your booth. You need two people at the booth to allow
        for busy times, to restock items, and to take breaks. Then you need another who can be
        walking around

      • Train your staff early and often. The number one thing people remember about your booth
        is the staff

      • Decide how your booth will be different. Attendees will see a ton of booths, all essentially
        identical. You have to do something different. It doesn't have to be amazingly unique, just
        different.

During the Tradeshow

      • Walk the floor and talk to everyone.

      • Focus on quality over quantity. It is better to have six solid conversations with people who
        will buy your product than to give away 200 pieces of branded swag to people who can't
        remember who you are. Get the right kind of traffic to your booth exhibit

      • Purposeful Freebies. Be sure to give freebies that represent your product or company.
        Use 
tangible giveaways that are a valid reminder of your brand.

      • Test your sales appeal. A tradeshow is a wonderful place to test attention-grabbers. What
        gets people to stop? To laugh? To say "OK, fair enough, tell me more?"

      • Ask questions instead of pitching. Everyone else "pitches at" people; be different and actually
        have a conversation.  Good conversationalists are genuinely interested in the other persons -
        what do they do, what are they interested in.  If you start chatting they will actually ask you for
        a pitch as a form of reciprocation. Then you've got permission to "sell," and they're truly
        listening.

      • Ask questions, don't just transmit. Craft 3-5 questions that you're going to ask people who visit
        your booth, then ask away.

      • Raffle something; it gets a crowd to appear at your booth. Crowds make other people think
        your booth is interesting. Make sure you have to provide contact info to enter the draw.

      • Take names instead of pushing brochures.  Attendees get dozens of pieces of paper pushed
        into their hands and pre-filled in their tote bags.  Instead of hand-outs, scan their badge or get
        a business card, and mail them something.

      • Get into the aisle.  Just because there's a table available that doesn't mean that you have to
        stand behind it.  Break out of your 10′x10′ prison and engage people in the aisle. It is better
        to have someone inside the booth who will speak with the folks who walk up and another in
        the aisle getting attention and directing folks inward.

      • Stand, don't sit. Sitting looks like you don't want to be there. It's uninviting.

      • Do not lose steam. Stay energized and upbeat until the end of the show.

After the Tradeshow

      • Follow up! Attendees are saturated with presentations and vendor pitches, so there's a
        99% chance they've forgotten about you.

      • Apply what you learned about selling. You talked to hundreds of people, pitching a hundred
        different ways, with mixed results. What did you learn? 


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