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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.

A trade show is an exhibition where companies with similar or related products serving the same markets showcase their latest offerings, meet customers, learn new trends and identify new prospects. For small businesses looking to succeed, trade shows can be effective promotional and sales tools.
The process of participating in a trade show starts pretty much the same way as all other business activities do – with goal setting. But that’s not the only thing - you also need to be well-prepared to get the maximum returns on your investment. Remember that you will have to spend substantially on the event. There will be myriad expenses involved including costs for space rental, display design and construction, telecommunications and networking, travel, accommodation, promotional literature, and "give away" items. So, proper budgeting is essential. In addition, you will need to pay particular attention to other operational details.

Hi Nabelw,
That was a nice article. I would like to add few points to it.
1. Trade shows are generally a point to make the maximum of lead generation rather than selling. You never get a second chance to make a first impression. It's a saying so true that it has become cliché. NO regular sales pitch, they should be prepared to give their best shots, highlights of the product in the least time.
2. Promoters should be trained properly in terms of crowd management at times. Non-verbal communication plays a huge role in creating impressions on the customers. Proper body language, enthusiastic approach, and a well begining with good smile will definetly cheer up the customer.
3.Talking is important, but listening is more so. Shift the focus of your promoters from sales pitch to actually understanding the requirements of your customers. Focusing on what they want can actualy shae up your sales pitch more accuratly to your product.

Its a nice article. Trade shows are the right place for many things ie to know your fraternity, carry out your surveys on customer requirement, showcase your new product you are going to launch in near future, to know about your competitors and their future plan.Honestly you can do your own marketing too because lot of head hunters will be around.

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