How to Make the Most of Trade Shows

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Consider freebies. A compelling giveaway can make a small claim on a prospect's loyalty, but it can also do more. A smartly designed tote bag, for instance, may actually get attendees to advertise for you. Like good booth design, a creative gift can highlight your brand's qualities, even in relatively unglamorous industries. Smiga, for example, owned a decorative-stone company that handed out 4-inch coasters made of inlaid stone. You can spend a lot of money on freebies that generate little return, however. At shows where much of the audience is unqualified, Stevens recommends keeping the tchotchkes behind the desk and using them as a thank-you gift after a conversation.

Make a good first impression. Be at the front of your booth with a welcoming smile. If your booth is easy to decode, then when people pause as they walk by, "that's the nonverbal signal for you to introduce yourself," says MacLean. Always keep your personal belongings out of sight -- never be caught reading, eating, or talking on a cell phone. Perhaps most important, never sit down -- "it suggests you're not available," says Stevens.

Have a hideaway. Certain relationships will call for longer, more intimate conversations. If your booth is crowded or busy, hold these elsewhere. Scout in advance a quiet place to sit, and assemble a tote bag or packet you can bring.

3. Always Follow Up
In most cases, a trade show encounter is just the beginning of the sales process. Immediately after the show, compile a register of everyone whose badge you scanned or who otherwise expressed interest and quickly follow up with those who expressed the most interest. For the most promising leads, Smiga suggests sending out a personalized package with a small gift.

Record your score. Be sure to track the results of your efforts: how many trade show leads resulted in sales worth how much and how long it took to close those deals. Not only will the data give you a sense of the return on your investment, but you can use them as a benchmark against next year's show and various other shows.

Pick your trade show

Businesses in most industries have their pick of trade shows -- for instance, there are six in the U.S. just for funeral directors, according to the Trade Show News Network's website (tsnn.com). In all, some 9,000 trade events are held each year in the U.S. For many small companies, making a big splash at one or two shows will mean not attending others altogether. So, how to choose which to attend?

Consider your objectives. Companies hoping to expand in specific parts of the country should consider regional shows.

Get closest to your product niche. At trade shows, it's all about the quality of the visitors. In many industries, the more specialized the show, the more qualified the prospects are at the outset.

Get the numbers. Some shows are audited by independent organizations. The audit should report audience size for past shows as well as important demographic information such as job titles and functions, industries represented, and where visitors are from. Taken together, an audit report should give you a sense not just of how many people are likely to show up but also of how many of them are likely to buy. Ask the organizers how many journalists attended (as opposed to merely registered for) the most recent exhibition.

Know where the "in" crowd goes. Shows often cycle in and out of favor. Keep current by checking in with the past attendees of the shows you are considering.

Put Your Best Faces Forward

The formula for staffing a booth is one person for 50 square feet of space, plus perhaps an extra person for the peak times of the day.

Mix and match: Experts recommend sending a mix of leadership, salespeople, and others. Your booth staff should mirror likely visitors so that, for example, engineers speak with engineers, decision makers with decision makers.

Charisma versus concision: Though they may lack the charisma of your field salespeople, your inside sales team -- the people who spend their days making and taking phone calls -- are often best suited for rapid-fire conversations.

Other specialists to consider: If making news is part of your mission, keep a publicist on hand. A support team is helpful for giving out product samples or managing demonstrations.

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