 Trade Secrets
Sometimes more isn't better—especially at trade shows where more information can damage client relationships. Candy Adams, president of Carlsbad, California-based Trade Show Consulting, has witnessed the downfall of loose-lipped salespeople too many times: While presenting a product at a trade show, a salesperson gets caught up in the excitement and lets it slip that a newer, even more fantastic product will be released in just three months. "Then sales just drop," she says. "I like to call it 'shooting yourself in the foot.'"
Whether you choose to use your booth as a site for a full sale or a spot for securing follow-ups, use the following guidelines to insure that the most important facts are offered only to your clients.
1. Staff booths adequately
When you double staff your booth, key prospects can be taken off to the side by a representative and given more quality time. It's then possible to complete the sale at the show, and you reveal your sales savvy only to your client.
2. Be thoroughly prepared
Salespeople at a trade show should be well informed about how much to give away. It's a matter of knowing what you don't want to reveal. You have to groom representatives to know what to say, what not to say, and how to say it.
3. Be on your toes at all times
Not all conversation takes place in the booth. If somebody hears something they aren't supposed to, it's probably going to be in the bathroom or the elevator. You have to remember that you're always on, twenty-four hours a day.
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