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have reopened, even if traffic and attendance seems smaller so far, but rising. So, let\u2019s spend a cycle on trade shows for the first time in years.<\/p>\nWe seem to be back to 2019 in the trade show world. \u00a0Shows that shuttered during COVID have reopened, even if traffic and attendance seems smaller so far, but rising. So, let\u2019s spend a cycle on trade shows for the first time in years.<\/p>\n
Wouldn\u2019t it be magic if we could find one (unique to us) question to ask people passing the booth or table as they pass in the aisle of the trade show?\u00a0 I asked several exhibitors that question recently, and received some surprising responses, along with tips for \u201creeling them in…\u201d<\/p>\n
Some surprising answers from persons in sales<\/strong><\/p>\n \u201cIs your mom OK?\u201d was offered by one who said it always worked for him. A bit of a trap for some perhaps.\u00a0 \u201cDidn\u2019t I see you looking for [an adjacent product or booth]?\u201d\u00a0 \u201cOne minute of your time and I have a gift for you,\u201d said another.\u00a0 But these all seem contrived, not at all comfortable for most of us.<\/p>\n A better response to consider<\/strong><\/p>\n Another sales manager offered that he reads the first name on the badge at least ten feet before the booth entrance (a good start, as opposed to trying to stop someone already passing by.)\u00a0 \u201cHi Dave,\u201d he says. \u201cYou\u2019d make my day with just two minutes of time.\u201d\u00a0 Better.<\/p>\n \u2026and a mathematical plan to allocate time<\/strong><\/p>\n [Email readers, continue here…]\u00a0<\/em> <\/span>\u00a0 One CEO explained to me that he tells his people to use the math to stay vigilant, even during slow times.\u00a0 He states that a show with 4,000 attendees and a total of fifteen hours of exhibit time over three days (typically) will generate five people a minute walking by the booth.\u00a0 \u201cIt would be a crime,\u201d he states to his troops, \u201cto turn away from the aisle and speak together even for thirty seconds for that reason.\u00a0 Yes, traffic is not uniform. But that calculation makes a case.<\/p>\n Great advice from a corporate sales manager<\/strong><\/p>\n Trade shows are expensive.\u00a0 <\/strong><\/p>\n There are lots of important tactical tips to help you make the most of that expense and time.\u00a0 Along with spending time on the strategic goals for the exhibit, the script or focus for each member of the team, and a chart of times for in\u2013booth service, these are a good start toward planning a productive show.<\/p>\n","protected":false},"excerpt":{"rendered":" We seem to be back to 2019 in the trade show world. \u00a0Shows that shuttered during COVID have reopened, even if traffic and attendance seems smaller so far, but rising. So, let\u2019s spend a cycle on trade shows for the … Continue reading ![\"\"](\"https:\/\/berkonomics.com\/wp-content\/uploads\/2022\/05\/Trade-show2.jpg\")
Finally, my quest yielded another gem from yet another sales manager.\u00a0\u00a0 \u201cHelp them in, and if they are inappropriate or unqualified, help them out,\u201d he states.\u00a0 He explained that we should bring guests as far into the booth to the back or sides as possible.\u00a0 A blocked entrance is an invitation for most to walk on by, he states.\u00a0 And if you determine that the candidate is not appropriate, ask if you can help him or her find the object or company next on the list.\u00a0 That way, he continues, you are helping your company and your guest at the same time while clearing the spot for another, more qualified candidate.<\/p>\n