5 Tips for Working Trade Shows

By Sam Manfer


"Stop by my office to tell me more." This is tradeshow music to our ears.

Trade Show Tip 1: Qualify

You Want; Customers, Potential Customers and Contacts That Can Network You to Potential Customers
Dump; Gazers, Info Gathers, Vendors, Acquaintances, Competitors, Students, Trinket Collectors, Movers on a Mission,...

· Visuals – Name Tag, Appearance
· Leading Questions:
What brought you to the show?
What brought you to our booth
What caught your eye about our booth?
There is a reason you stopped at our booth. What is it?

Trade Show Tip 2:
Learn About Them Before Telling About You

· Investigative Questions
What are the problem or issues with your current method?
What kinds of solutions are you considering?
What would be the perfect solution?
What would it have to accomplish, fix or avoid?
What happens if you do nothing?
Have you considered – (solutions they should be considering)?
Are you aware of – (features, application they may not know)?
What do you like or the advantages of current method?
What do you dislike or the disadvantages of current method?

Trade Show Tip 3:
Listen!! Let Them Talk!! Nothing Is Learned When You Talk

· Ask the Question and Close Your Mouth.
Count 1…,2….,3….,4….
They will start talking and tell you how to sell them.

Trade Show Tip 4:
Use People Who Could Be Connected to Network You

· Networking Questions:
Can You Help Me?
Who do you know that… (frame particulars)?
i.e. “ in engineering., working on the X component”
Who do you know that knows…(as above)?
Could you help me get to that person? (A name is not enough)
i.e. Introduce Me; Tell s/he I’ll be calling; Forward an Email;

Trade Show Tip 5:
Always Get Commitment for a Future Action or Do Nothing Further

· If This Person Is Unwilling To Commit, S/He Is A Waste Of Your Time.
i.e. a meeting: return a phone call; introduce you; get you some information