Trade shows offer unique sales opportunities if you know how to capitalize on them. Your buyers are gathered in one place, you can have face-to-face conversations – the gold standard of a sales opportunity, and decision-makers are there to get new ideas – often while holding their checkbooks.
As a security integrator, if you spend a ton to exhibit or attend trade shows but come away with lackluster revenue results, here are seven things you can do to ramp up the number of deals you bring home from the next one:
1. Check your message. Most companies think their booth clearly tells prospects who they are, what they do, and who they do it for – most companies are wrong. You have 10 seconds to grab your prospect’s attention and to answer three key internal questions: “Why me?” “Why now?” and “Why should I care?”
If a booth has more than one image (besides your logo) with more than three descriptions about the problem you solve, it probably needs help.
2. Embrace social media. Social media can help you stand out as a thought leader and compel people to seek you out at a show to come and learn from you.
First, familiarize yourself with conference hashtags. Depending on the size and scope of the trade show or conference, there may be one general hashtag to search on social and learn what is happening; or, there are multiple tags for multiple tracks. Research and use the hashtags to engage with the audience you want to target.
For example, the hashtag at Global Security Exchange (GSX) this year is #GSX19. Find it and follow it on Facebook, Twitter, Instagram and LinkedIn to learn the latest trends, connect with the people who are going, and share your images/messages, interesting articles and resources.
Next, get to know the conference speakers and affiliates on social channels. While you are primarily at a conference to meet clients and prospects, you are also there to network with other industry experts. Figure out which thought leaders and important people will be at the conference and follow them on all social networks – they will notice the attention and may even make some key introductions for you. These speakers are the stars of the show. – let them help you.
Finally, make yourself known socially in context of the conference.
Everyone attending is getting excited about the event, and you should too by sharing the conference logo, tweeting with the hashtags (tag the speakers when you do this), and referencing common trends and themes. Comment, like, and share other attendees’ or speakers’ posts. Amplify the show organizers’ agenda. All of them can help you meet your ideal prospects or partners at the show.
3. Set sales appointments before you go. In sales, a “trigger event” is the juiciest business reason to reach out to an ideal prospect. Since you are all going to the same show, you all have something in common. Take this opportunity to start a conversation.
Create a list of ideal target customers who you know – or suspect – will be at the show. As a rule of thumb, two-thirds of your appointments should be booked before you go to the show to ensure measurable ROI. To calculate, determine how many deals you need to bring home from the show and how many meetings it will take to land those deals, then multiply by 67%.
Use the clear, concise messaging you developed for the show to reach out on social and in emails to set appointments. Add firepower to those messages by creating a landing page that people can visit to learn more and schedule meetings. Use the phone and call people to start the conversation!
4. Bring the right team. A trade show is a huge opportunity – do not send only sales reps. Bring the big guns, too – the people who own the product road map, customer success, or anyone high-level attached to revenue. The audience is made up of decision makers and influencers – they want to meet the people who know the future direction of your product or service, are accountable for customer success, or are running the company. Yes, bring your CEO, then, make sure your team is prepared to have peer-to-peer conversations and ask great questions.
5. Create memorable experiences. If you have a booth, make sure you stand out, as buyers are often distracted at trade shows. It isn’t about having the splashiest booth or the best snacks. When you get your message right, it will include catch phrases that mean something to your buyer and images that help them mentally connect the many times they have come across your brand. Recently at ESX, I was impressed by CSR Privacy Solutions’ booth (check the gallery at the top of this article). You know exactly what they do and why you should care in three simple sentences. Additionally, they used the same image in all communications, including on the show app that they sponsored.
6. Do not pitch. A booth is not the place to pitch or sell –instead it is a place to create meaningful connections. Move tables to the side or back and place chairs in seating arrangements that encourage conversation. Afterward, set a post-show sales appointment, when both you and the prospect can provide undivided attention.
7. Give yourself an edge. Every show has unique opportunities to do more business with attendees. Some offer speaking spots or the chance to conduct breakout sessions; others provide badge scanners or offer the show attendee list for sale ahead of the event.
For GSX exhibitors in particular, show organizer ASIS International was excited to share these opportunities to help generate more sales conversations:
- Pre-show marketing: 82% of companies report pre-show marketing tactics bring increased traffic to booths, and GSX 2019 exhibitors can take advantage of the “VIP Invites Program” and personalized website landing pages that include logos, promo copy and booth number. The programs are available at no cost.
- Be an SME: At GSX, all show attendees had the opportunity to fill out a survey for its 2019 Subject Matter Expert Guide, which showcases thought leadership and expertise to media, attendees and exhibitors at the event. While the deadline has already passed for this year’s event, be sure to seek out such opportunities to put yourself in the spotlight at future events.
Dianna Geairn is the co-founder and Chief Operating Officer of Trade Show Makeover, which uses its proven Create•Dominate•Generate™ process to teach business professionals how to create a winning strategy before the show, dominate at the show, and generate trade show leads into deals. Learn more at http://tradeshowmakeover.com or on Twitter: @showmakeover and @isalesgirl.
