By Doug Van Dyke, Leadership Simplified, www.leadershipsimplified.com

Well, trade show season is kicking up its heels and many of you out there have been clamoring for tips. Whether you plan to showcase your wares at a trade show this year or not, the following information will hopefully provide some general insight that will fit nicely into your success model. For those of you who are trade show aficionados, or something else, here are 11 keys to a successful event.

0. Select the best event. Of course you want to go the best event possible. But just how do you rationally determine if the trade show you choose is the right fit for you and your team? Consider these actions and questions:
       a. Review the previous year’s attendee list in order to determine if the right prospects will be available to you.
       b. What is the projected level of traffic? Remember, you do not want too little, but too much traffic can cause log jams that incent people to look elsewhere for information. 
   Tip: Be sure to staff your booth based on the anticipated number of attendees for the event.
    
0. Define your purpose. Create clarity in your mind about why exactly you are spending your precious time and resources at a trade show. The following is a menu to choose from:
       a. Expand your brand
       b. Sell your wares
       c. Connect with prospects
       d. Learn about your competition
       e. Expand your geographical footprint
       f. Meet strategic allies 
   Tip: As best you can, focus on two items or less, per trade show.
    
0. Determine your ROI. No matter what your purpose, visualize the results you seek. After you have created a mental image of your desired outcomes, set a firm budget for the event. Once the dust has settled after the show, seek to determine your return on investment. 
   Tip: Be certain to factor in your people’s time, as well as the opportunity cost related to other activities they could have been accomplishing alternatively.    
    
0. Be distinctive. What benefits will be received by people who visit your booth? Be creative on how you differentiate your booth from your peers. Remember, you have mere seconds to grab their attention. Seek to create an emotional connection with the audience, if possible. This will greatly assist them in making a decision about visiting your booth.  
   Tip: Make certain your booth reflects your corporate culture and clearly portrays what product/services you offer.
    
0. Advance promotion. If it makes sense, do not hesitate to reach out to your base and let them know that you will be exhibiting at the trade show. Your promotional efforts can take any or all of the following:  
       a. Print advertising
       b. Electronic advertising
       c. Public relations
       d. Direct mail
   Tip: Be certain to let key target companies know your booth number and offer them special incentives to visit you at a certain day/time.
    
0. Break down barriers. You have enough competition at trade shows, do not create extra challenges by making it difficult for prospects to interact with you. As such, remove physical barriers and create a booth atmosphere that allows you to connect in a personal way with visitors. 
   Tip: Consider configuring your booth in a U-shape.
    
0. Wear comfortable shoes. This may sound like an odd one, but the last thing you want is any kind of distraction. And trust me, sore feet are quite a distraction. We tend to show discomfort in our facial expressions, which can send mixed signals to prospects at a trade show.  
   Tip: When standing for long-periods of time, do not lock your knees – it cuts off blood flow.
    
0. Connect with decision-makers. Early in the conversation ask questions that determine if you are talking with a decision-maker. If not, move on – quickly. 
   Tip: When conversing with decision-makers, use open-ended questions, discover their pain, and when they ask about your solution, highlight the emotional benefits of what you offer. 
   
0. Sales Training. Trade shows are not inexpensive animals, don’t blow it by staffing it with people who cannot sell their way out of a paper bag. Allocate a few dollars for some solid sales coaching for team members who will be manning the booth. 
   Tip: Yourself included. 
0. Do the Santa. Maintain a list of visitors. Seek to entice them to sign your list by offering special incentives, giveaways, or to be added to your newsletter distribution. 
   Tip: State by when they will hear from you regarding the incentive, giveaway and/or newsletter. 
      
0. Prioritize your follow up. Sometimes sales occur directly at trade shows, other times the trade show sets up a future meeting and sale. Regardless of what you experience, predetermine a follow up strategy and prioritize your contacts as follows:
       a. Hot leads (90% or better probability of gaining their business)
       b. Good leads (50% - 90% probability of doing business together)
       c. Newsletter list worthy
       d. Possible strategic ally
       e. Send information – whenever – no rush 
   Tip: Do not just arbitrarily send information, this action wastes everyone’s time and effort. Be strategic and make certain that prospects will receive value from whatever you send.    

That is all for today. Now grab those comfy shoes, think strategically, train and staff appropriately, and kick-butt at your next trade show!

Doug Van Dyke is a leadership and communication consultant, executive coach, and business planner. He wears unbelievably comfortable shoes while pressing the flesh during trade shows. His book, Leadership Simplified, as well as audios and video are available at the Productivity Store of www.leadershipsimplified.com. To learn more about consulting services, coaching, and training, or to have Doug speak at your next event, contact him today at .(JavaScript must be enabled to view this email address) or at 941-776-1121. 

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