Do Business Well

If it’s critical that you see certain customers in the booth, make appointments for this as well. Not everyone will keep these appointments since show time is hectic, but you’ll increase your chances of seeing someone if you try to schedule beforehand. Make sure you have plenty of brochures, price lists, and order forms. It’s better to take some home than to run out. There are those who believe that handing out expensive brochures at shows is a waste of money.

I tend to agree. Most attendees will take home their bag full of brochures, put it over in the corner, and never look at it again.

These same advisors claim you are better off to take names, pass out a simple, inexpensive brochure, and mail your better stuffafter the show with a well-written cover letter. Then follow up with a phone call or visit. Continue Reading »

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To create an image for my wholesale business, we constructed a four-hundred-square-foot bike shop on the floor of the show. It was complete with a brick facade exterior, shingle roof, display windows, and fully outfitted interior.

To draw attention in a show where the booths and product were becoming increasingly high-tech, we went against the trend. We built a four-booth island display to look like a circus. The product was displayed on a carousel. We had clowns handing out balloons with our name and phone number on them. Continue Reading »

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The trade show is a method for businesses who have a common customer base to come together and share the expense of meeting those customers one-on-one in an environment controlled by the suppliers. These shows are produced by trade associations or private producers who charge businesses for space in the show.

Since this method of seeking sales is generally expensive and time consuming, it’s important that your participation generate the maximum results possible. After participating in over one hundred trade shows, I have certain well-learned lessons I’d like to share. Continue Reading »

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