Independent Reps hate trade shows.
They’ll tell you they don’t work.  Which is true – the way they work them.
Here is a typical approach.
The sales rep is worried about money.  They see trade shows as a huge expense, to be out of their territory,
hanging around an empty booth at a slow show.  No one comes by, so it is clearly a waste of time and money.  They could have been in their territory making calls.

Trade shows are one of the most productive selling situations you can create.
It is up to you to teach your sales reps how to make them work.

It all starts with preparation.

The real action at conferences takes place outside the booth.
It happens weeks before the conference. It happens after the exhibits close in the evening and before they open in the morning. It only happens when your sales reps target prospects with a plan to achieve something.

Think of the Trade Show at a major campaign.
Intend to reap benefits from it for 90 days.

Here’s an how to stretch the effect:

1) New Product Launch
Product development should have key dates on their planning calendar with the responsibility to introduce something at the show.  "Launch" mean all materials available including samples, prototypes, field tests, marketing materials – everything.

2) Pre Launch
Products not quite ready to launch? Have prototypes available (under the counter) for key accounts and prospects to get input, build anticipation and find ‘friends’ willing to test. This isn’t really testing – it is building relationships and pre-selling. Note that this is in addition to the product launch, not instead of.

3) Customer Contacts
Conferences are a reason for a rep to talk to a customer or prospect.
Six weeks out they can be talking to their customers asking if they are planning to attend. It is just another excuse for a contact. A conversation starter.  This is the perfect way to mention the new product that will be unveiled to build some anticipation.

This is also the right time frame to be planning dinners.
Every one of the sales people attending should have dinners planned with customers or key prospects. It is a great opportunity to enhance the relationship. Reps should not plan on having their evenings free at a trade show.

4) Customer Relationships
A month out, the company should be distributing formal printed confirmations of the dinner to the reps with appointments. This formalizes and locks in that invitation that the prospect might think has been a little loose. Other customers should be invited by to see the new product, watch the demo or enjoy any other attraction. This assumes that marketing has developed a promotional event to strengthen the offer. If not, invite customers by to meet the top executives that will be in attendance. It is very flattering when your rep wants you to meet their boss or the company brass.

5) The Show
Conferences are nice because it gets your customers out of the office and away from the time pressures of business. Sure they are scheduled tightly with lots to accomplish at the show. But the responsibility is different and the stress is reduced. Every sales person should strive to make use of this relaxed mind set.

At the show, look for anything you can do to spend personal time and effort on your customers and prospects. Like what? Well, we’ve seen it all:

• A ride in from the airport
• Customers sharing rep hotel rooms
• Sharing badges for entry
• Getting off their feet at the booth
• Joining a group from the company for cocktails
• Forming a group for dinner
• Slipping away for a quick lunch
• Getting up early for breakfast
• Nightcaps
• Sharing cabs
• Loaning product for use at the show (We’ve done this with jackets, skiwear, walker boots, knee braces…even insoles)

6) After the Show
Appointments are easier to get once you’ve spent some social face time.
Leads and presentations give you a business reason to follow-up.
The new product launch gives the prospect something to try or consider.

It is up to you as a Sales Manager to set the standard for Trade Shows and teach reps how to make them productive.

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Who Should Attend

If trade shows are part of your marketing strategy, reps should make a point of attending a minimum of two conferences a year. They should be expected at any conference scheduled within their region. The local reps should attend with a full array of samples and brochures, just in case an emergency or opportunity arises.

Remember, reps bring their own array of relationships. Booths that are crowded with reps are also crowded with prospects. (Especially if they’ve invited them by).

We’ve just talked about the selling opportunities at a conference.
Here are 50 Things along with selling reps can do to stay busy and productive at a Trade Show. Publish these ideas before every show.

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50 Ways to Maximize Your Trade Show Investment

1. Find a prospect from your territory on the floor. Bring them by the booth

2. Start a conversation with a new prospect in or out of your territory

3. Roam the food courts during coffee breaks and practice meeting prospects

4. Write down or scan lead information in support of someone else’s discussion

5. Ask a prospect to explain how they use your product category

6. Review the booth and products of your top competitors

• Are they busy?
• What are they promoting?
• What are they presenting?
• How are they presenting?

7. Review the booth and products of minor competitors

8. Stand in on presentations by senior sales associates.

• Watch how they interact and present

9. Share product presentation techniques with other reps

10. Talk to your Regional Director about your target prospects

11. Around lunch time try to find prospects from your territory to invite to lunch

12. Ask management for ways to improve your sales results

13. Practice presentations – build frequency

14. Clarify product attributes with the product manager

15. Practice reading prospects badges, emblems etc for personal conversation starters

• Practice starting the conversation

16. Observe Sales Management as they interact with prospects

17. Invite a new prospect to the Booth

18. Trade sales stories with other reps.

19. Recruit sales people for open population centers in your territory

• Get referrals
• Meet prospects

20. Review competitive product solutions

21. Ask other reps about their sales successes

22. Learn to sell new products

23. Talk with other reps about alternative distribution ideas

24. Talk to Product Managers about newly launched products

25. Encourage prospects to interact with a product. Practice handling the product while chatting

26. Meet the competitor sales reps in your territory

27. See what new products are being introduced by competitors

28. Gather and review competitive literature on products your key accounts are using

29. Ask to be shown competitive products that are dominant in your market

30. Create a session with reps and product managers to review competitive products

31. Straighten the booth

32. Familiarize yourself with products you aren’t selling well

33. Practice linking products that relate into a sales presentation

34. Share value statements on profit and productivity with other reps

35. Build a customer relationship outside of a product presentation

36. Learn about competitive reps working in your territory from prospects

37. Socialize outside conference rooms between sessions

38. Review your 90-Day plan with your regional manager

39. Use booth traffic to practice your product presentations with frequency

40. Spend time with the marketing team in attendance. Learn their plans and perspectives

41. Develop new product demonstration techniques

42. Make sure everyone entering the booth is greeted

43. Invite a prospect to dinner

44. Make 10 presentations of each product until it is effective and natural

45. Spend time in your hotel lobby or lounges chatting with prospects

46. Challenge yourself to join a group socially at the hotel

47. Develop your Human Relations skills by initiating conversations with prospects

48. Visit competitors and review their products with them

49. Meet with every prospect on your territory list whose attendance you had confirmed

50. Ask sales and executive management if they know key prospects in your area

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How Stratcom Can Help

Stratcom has been involved in comprehensive Trade Show development.
If you are not satisfied with the results you’ve generated from Trade Shows, let’s talk.

We can help with:

• Conference Evaluations
• Sales Strategies
• Booth Design
• Booth Merchandising
• Sales Meetings
• Pre-Show Sales Strategies
• Trade Show Events
• Logistics
• Booth Management & Protocols
• Selling at Trade Shows
• Tracking Sales
• Post Show Sales Nurturing

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