Taking Orders

To many exhibitors this is the main reason for being at a show. But please don’t make this your only criterion for judging the success of the show. If your sales make a contribution to your costs of exhibiting... that’s great!

Look at the whole picture. How much more money will you make in the longer term from the new contacts you have made... new relationships you have forged and joint ventures you have begun.

Don’t discount the business and contacts you have made with other exhibitors. It is a fact that a large amount of business done at any show is among the exhibitors themselves. So nurture that possibility and actively seek contact with them.

Recruiting agents and distributors

Sales Agents always visit the trade shows in their industry looking for new products to compliment their sales portfolio.

Make sure you have thought through the commission structure and that you have produced some literature that will attract them to want to sell your products.

Similarly wholesalers and distributors will also be visiting the show looking for new products to sell.

If you are looking to export your products, then take a stand at the industry trade show in the country you are looking to export to.

Build up your database

I could make a compelling argument to make this your primary reason for exhibiting. By collecting large numbers of highly targeted prospective customers you will be able to sell to them for many years... not just for the few hours they are at the show.

Click here to learn more about this strategy and many more.

Supporting your dealers

If you do not sell direct to the public you can still take a high profile at the show and use it to support your dealers. Consider offering your dealers subsidized stands. You can then funnel your leads through them and benefit from real time sales at the show.

Or you could have a representative from each of your dealers working on your stand with you. Customers could be introduced directly to the person who is responsible for sales in their area.

Gathering feedback

Trade Shows are great places to test new products, prototypes and styles. Get them into the hands of the end user and gather in the feedback. These are the people who will be buying your products in the future... they will give you the most highly qualified opinions on your proposed offerings.

Selling off stock

Public Shows can be a great place to convert your old stock into cash for reinvestment. If you are concerned about tarnishing your image, go in under another name or do a deal with a retailer to organize the sell off for you.

Make sure you tell everyone of the special deals that will be on offer on your stand.

Make a note of what you intend to achieve... because the design of your stand, the furniture and your personnel requirements will be different according to your goals.