1. Target People Specifically
Define and target the people who you want to meet specifically by title or function. Aim to contact them prior to the show using any past tradeshow database or Twitter, LinkedIn etc. You can then contact them personally and/or use email marketing to invite them to the trade show.
2. Know Your Key Questions
Gather a list of the most frequently asked questions regarding your products/services and your company and summarise answers for everyone who mans your stand. This way, when asked, all the answers will be cohesive and consistent which is key for a trustworthy brand.
4. Booking Appointments
If you’re setting specific appointments during every spare minute of your tradeshow. Set them at random times…. like 10:35 a.m. People are less likely to forget appointments at unique times.
5. Be Assertive Not Aggressive
The line between assertive and aggressive can sometimes be a blurry one. To be assertive means to be willing to introduce yourself to anyone who walks by and being aggressive is not letting them leave or get a word in edgewise.
In order to be assertive, remember these three tips:
- Be a good listener
- Gauge the reactions of those around you, use your initiative and act accordingly – if you feel you can help in some way, take it upon yourself to offer.
- Validate the other person’s opinions
When you’re presenting statistics or case studies, using round numbers can make it seem made up. Add a few decimal points, be precise; just as we mentioned with appointments people won’t forget unique figures.
7. Tell A Story
Storytelling has a profound effect on our brains and behaviour, it’s the key to triggering a powerful empathic response called Oxytocin – often referred to as the trust hormone. This neurochemical promotes connection and encourages people to feel empathy.
Without being too scientific, the key to telling a killer story is to:
- Appeal to both logic and emotion by combining facts with a narrative.
- Use metaphors to help the listener experience and visualise the story, and;
- Always keep it relevant to the product/service or your brand.
8. Show Don’t Tell
A well-planned demonstration will go a long way in regards to capturing the attention of attendees; people often feel more comfortable engaging with an activity or demonstration than just coming over to start a conversation. Keep it short, lively and have a schedule lined up so people know when to attend throughout the event.
9. Clarity Over Persuasion
When it comes to buying, people want to know as much as possible about the product or service. This is particularly true for large or business expenses. In most of these cases, the deciding factor isn’t how persuasive you are but how much information you can provide.
Therefore, be clear and specific when explaining to people exactly what it is that you do. You won’t go very far with most persuasive, textbook sales techniques or marketing jargon, people are increasingly cynical and just don’t trust it. The real key to makes sales today, is clarity.
10. Brief and Debrief
Both briefs and debriefs are tremendously crucial to the success of your tradeshow appearance. Having a pre-show briefing allows you to draw focus to your key objectives, review key points and motivate those selected for stand duty. And after the show, you must evaluate your efforts, see what worked well and what didn’t.
It’s crucial to go over all of the details, obtain feedback so that in the future you can streamline your process, enhance your attendee experience and finally, further cement relationships with your team and partners.
During your debrief consider asking your team the following questions:
- What were our original objectives? And did we meet them?
- What problems did we encounter?
- Did those problems get resolved?
- What were some triumphs at the event?
- What did we learn from this?
- How can we improve our methods in the future?
Then rinse and repeat, as you’re getting ready to plan your next event you’ll have handy notes to help make your show an even bigger success.