A few weeks ago I had the opportunity to meet with a potential client’s Marketing Director; as our discussion got under way I was immediately struck by an early comment which was made. It set the scene for the whole meeting and helped provide the backdrop for this discussion with you.

So just what was it that got my complete attention? Well here it is and I certainly hope that these words will help to encourage our readers.

“Our intention throughout our trade show involvement in 2007 will be to avoid any signs of unnecessary spending. We want to avoid the bigger is better syndrome (corporate posturing) and focus even more than we have in the past upon visitor needs and wants.
We will also place a renewed emphasis upon our trade show team’s performance in order to ensure that we improve and raise the bar on our current achievements”.

Clearly, this year, they will not be among those companies who get back to the office with minimal results caused by inefficient stand strategies, poor goals, self centred corporate positioning and wrong attitudes.
They will return victorious with a full business pipeline of real sales opportunities needing immediate follow-up!

One of the many reasons that companies fail at trade shows is simply focussing on wrong things or loosing sight of just why they are there. When we fail to focus you miss buyer opportunities and loose out on achieving a return from your trade show investment.

Having a clear focus upon your target audience needs, how they want to be treated and what their expectations are, is of paramount importance and will do much to ensure success.
Think about the importance of a clear show theme, clear and uncomplicated graphics, a stand design that is easy for visitors to enter and engage with your show staff.
Do you have a compelling crowd – pulling presentation to help drive your business message and create sales opportunities?

Will you ensure that your stand/booth staffs are well prepared by having received effective training both in trade show exhibiting psychology and Trade Show Selling Skills?.
Selling effectively at a Trade Show requires a completely different approach to that which your sales team use daily.

Trade show visitors are involved in a highly multi-sensory environment. They are bombarded with massive amounts of information; only so much will be retained.
They receive conflicting stories from the competition, get tired quickly and only have so much time.
However, the company that focuses upon their needs, that ensures that their staff are well trained and rehearsed in helping to make each visitor contact feel special and professionally work through a clear strategy, end up being show winners rather than show losers.

At TLP we would like to remind you that being there is not enough – customers want to be impressed and not just processed.

TLP can help you to refine your exhibition strategy and approach by implementing Exhibition Impact.
We can increase your sales team’s results through our Trade Show Selling Skills workshop.
We can provide you with a creative Crowd – Pulling Presentation and deliver your business message with passion and professionalism.

Let us help bring the focus that will make the difference and add to your success.

Contact us today to help you make the difference