1. Plan ahead. Set goals and objectives for each trade show that you will be attending – know why exactly you are displaying at that trade show, and what you want to accomplish there. Is it the number of hot leads that you want, the number of business cards you want, the number of booths you want to visit?
2. Select the right shows. Make sure the that shows you are displaying in are worth your time and the money that you will be spending on it. Confirm that your potential customers will be attending these shows – we’d hate to hear that you attended a show without anyone else there.
3. Get the best position available for your booth. Booths situated in high-volume areas, as well as corner booths, both do very well at bringing in traffic to see what is being displayed.
4. Wear comfortable shoes. You are going to be on your feet for most of the day – make sure that you are wearing shoes for the full time you spend on your feet without hurting yourself.
5. Be involved in seminars and workshops. See if the organizers are looking for someone to present a seminar or workshop on a topic that you can be considered an expert on.
6. Let your customers know that you will be there. Whether they are displaying at the trade show as well, or whether they are just attending to walk the show, this is a great opportunity for you to build your relationship with your customers. Invite them to stop by your booth. Or, if one of your customers is displaying at the trade show, stop by their booth to say “hello!”
7. Select the right people to attend the show. The staff that you have manning your booth could be the first impression that potential customers get from your company – make sure that it is a positive first impression by selecting people who are knowledgeable, excited about your products/services, and who are good people-persons.
8. Don’t forget your business cards. Trade shows will allow you to meet not only potential customers, but also potential suppliers, or potential service providers. You want all of these people to be able to get in contact with you.
9. Follow up with those you met through the trade show. This is no different than any opportunity where you would meet potential customers – you need to follow up with them. The follow up is the next step to building a relationship with your customer.
10. Keep an eye on costing. Oftentimes, we can get carried away while planning for trade shows – thinking we need more and more items for it. While getting ready for the show, don’t forget to take a look at the cost of items – the costing can often grow to be a lot more than you had originally anticipated.