Smiles in the aisles

Kelli Rodda

At press time, the winter trade show season was in full swing. I started my travels at MANTS in Baltimore. But I saw plenty of Facebook check-ins that showed many of you started in Kansas City at The Western and were planning to go non-stop for several weeks. Here’s hoping you made some great sales and discovered some innovative solutions.

I love January trade-show season. I get to see old friends – some of which I see only once a year – and others whom I haven’t seen since the previous summer. There are lots of hugs (I’m a Southerner – we hug), good attitudes and helpful suggestions.

But there is more to a show than keeping availability sheets on the table and the plants watered. Gary Shapiro, president and CEO of the Consumer Electronics Association, blogged about getting the most out of a trade show at expoweb.com. The CEA hosts the International CES, a humongous trade show. He suggests:

• Make a plan for how you’ll get the most out of the tradeshow. This means going in with a written strategy for your booth, personnel and products.
   
• Define your SMART goals while at the show: Specific, Measurable, Attainable, Realistic and Time-bound. Decide on a specific number of leads to capture, sales to make or people to meet before the show ends. Map out measurable goals beforehand.
   
• Design a booth to meet your goals. Make sure your booth is set up so that it reflects your brand and message and allows serious buyers and other important customers to be treated specially.
   
• Select and train great booth staff. Remember that in the booth, your staff serves as an extension of your brand. Have them ask customers open-ended questions, like, “What brings you here?” Be sure to get leads and follow up with new contacts.
   
• Ensure your staff are friendly and open while in the booth. Don’t tolerate crossed arms or other signs of being closed off from customers. Employees should stop any conversation when potential customers are nearby.

One item that didn’t make his list – stay off the phone while you’re in the booth. I’m guilty of it – I've checked email and texts on my iPhone from the booth. But it’s bad for business.

Once you’re back home, what do you do with all those business cards? Adriana Serna, marketing specialist at SoEnergy International, suggests a post-show email. Immediately after the event, or no later than a week, “send your new leads and prospects a well thought out email that will begin the process of leading them down the sale cycle.” My two cents: Don’t wait to assign that task to someone after the show. Make sure you have your point person picked out before the show.

Trade shows take a lot of time and effort, but you stand a lot to gain (and lose) from them. Make sure you’re prepared and executing your plans. See you on the road!