How to Tackle (and Win Business) at Tradeshows

I spent time this month at several tradeshows, supporting clients with “live” onsite coaching.?

If there is one word to describe these shows, it would be busy … any predictions about tradeshows never returning to previous attendance levels is entirely false.

In other words, if you aren’t considering tradeshows as a viable method to generate leads, build relationships and re-connect with customers, you are leaving a significant opportunity behind.

Here are a few simple observations I made while walking the floor of several shows:

• Attendance levels are at or exceed pre-COVID levels.
• Shaking hands to greet others is acceptable; bumping elbows or fist pounding is not.
• About 15% of attendees wear masks, the balance do not.
• Social distancing is literally nonexistent.

This said, I’m constantly surprised at the lack of focus sales professionals have at tradeshows.?

There is but one main goal of attending a tradeshow, whether you walk the floor or have a booth, and that is to capture names.

Before you dismiss my comment, let me be clear. I’m not suggesting your priority should be grabbing business cards, but rather capturing contact information of your ideal buyers.

Here is how you prioritize the names you pursue:

1. Identify decision-makers who have the budget and authority to say “yes” to investing in your product or service.
2. Identify decision-influencers who can introduce you directly to decision-makers and who influence the “buy” decision.
3. Identify complementary contacts who can connect you with decision-influencers and/or decision-makers.

Walking the tradeshow floor and stopping by booths to introduce yourself can be effective in capturing names, but you’ll miss all the possible leads who are walking the floor themselves.

So, in addition to stopping by booths, you’ll want to use the following strategies:

• Join any presentations held on relevant topics, arriving early, and staying late to mingle with other attendees.
• Attend social events planned for lunchtime or early evening to mingle and socialize.
• Consider hosting a late afternoon (pre-dinner) event for your clients or customers.
• Invite an existing client or customer to dinner for each night you are at the event.
• Invite an existing client or customer to breakfast each morning you are at the event.

There are other strategies you can use, particularly if you have a booth at the event. If you’d like a copy of the template I use for clients, just send an email to [email protected], and I’m happy to send it along.

What tradeshows will you be attending this year?

P.S. Thank you to those of you who added a review on Amazon for my latest book, The Unstoppable Sales Machine. For those who haven’t, I'd be very appreciative if you could add a review. Use this link, scroll down and select the “write a customer review” button on the left. If you don’t yet have a copy of my book, send an email to [email protected] and I’ll be happy to send you one.