Marketing
Why Trade Shows Fail and What You Can Do About Itby Mark Smith
"I don't think that trade shows work like they used to," you'll hear colleagues say. Yet trade shows are more effective than ever before. The reality is visitors are smarter. They refuse to waste their time on poor presentations or unfriendly exhibits.
Here are five things that cause trade shows to fail and what you can do to virtually guarantee your next show brings you profits.
Inappropriate Expectations
"We never get business from a show."
"People aren't there to buy, they're just looking"
These are self-fulfilling prophecies. What you expect from a show leads to what you'll get. Create the expectation to make sales, then assemble the tactics to do it.
Going To The Wrong Show
Just because you've always exhibited at a particular show, or your competitor exhibits at it, doesn't mean it's a good show for you. Shows change, visitors change, you change. Review every show annually. Does it still attract your target market and meet your requirements for profitability?
You can discontinue going to a poorly performing show by contacting your customers and prospects. "You've told us the Fall Show isn't meeting your needs, so it's not meeting our needs either. We'll see you at the Spring Show."
Exhibit Repels Buyers
Think back to the last show you attended. Remember the exhibitors that almost dared you to walk into their exhibit? They had a table stretched across the front of the booth, barring buyers from coming in. They were sitting at the back of their exhibit, perhaps reading, eating, or talking on the phone. They dideverything possible to push away your business.
Smart buyers view any behavior that indicates poor customer service or poor communication as a big red danger flag. It's easier for a visitor to keep walking than to stop at a booth that doesn't appear to be customer friendly.
Ineffective Exhibit Staff
Nine out of ten visitors haven't had direct contact with your organization during the past year. And the impression they'll receive will be based on a single interaction with one person.
Does your booth staff know what to do? Trade show selling is unique. What makes your people successful day-to-day will kill them at a trade show. Train them with skills that will make your show investment profitable.
No Follow Up
Pitifully few trade show exhibitors budget the time or resources to follow up after the show. Because non-delivery is a buyer's biggest fear, if you can't rely on them to send you sales material, how can you rely on them to serve you when it's critical?
Have your follow up materials ready to go. Hire extra help to get your prospects what you promised. Your trade show budget must include a follow up budget for mailings and phone calls. If you can't follow up, don't bother to go to the show.
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Mark S.A. Smith is a partner in The Guerrilla Group, Inc., and is co-author of three books, including GUERRILLA TELESELLING, GUERRILLA TRADE SHOW SELLING, and GUERRILLA NEGOTIATING. You can reach him at 800-247-9145 or Mark@GuerrillaGroup.com. Get your FR
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