Thinking about your sales goals at exhibitions

Thinking about your sales goals will help you set realistic expectations and affect your selling process positively at exhibitions. Participating in the trade show can reduce your selling cycle by attracting potential customers to your booth, and providing you quicker access to the end consumer. When you meet your prospects face to face, you can add value and influence their decision to buy your products.

Start planning and preparing for the next trade show months ahead of the actual event using an exhibition company Australia

Define your goals by listing your display products, display guidelines, logistics, operation and appearance. Get input from marketing, sales and management

Find out how much space you need & analyse your goals for the number of prospects you will target to determine the amount of space you would need. One salesperson can usually make one effective sales presentation in ten minutes and needs approximately five feet space to function. If you aim to meet 10% of the 5000 expected visitors, or 500 prospects during the 24 hours that the trade show will be on, you would need a minimum of five people on your booth all the time with 20 feet space.

Target your audience based on your previous experience of attending similar events, establish reasonable goals. Estimate the number of prospects who might want to buy your products in the next 5-6 months, and base your estimated space, budget and operational needs on that.

Choose the right spot. Most times, you won’t be able to visit the exhibition area ahead of the event, but ask the management for the floor plan and study it to choose the most suitable location for your exhibition stall. Look for finer details such as food service areas, columns, low ceilings, elevators, floor obstructions and any other elements that might affect your exhibition booth.

Choose the right people for the booth Everyone is not suitable for standing at the booth or performing all the tasks correctly. The people you select should have complete knowledge of the product, its features, advantages and value, and be comfortable with presenting them in the often hectic environment of the trade show.

Every visitor at your stall has some level of interest in your product or your brand. At the conclusion of the event, sales leads or contact information of the possible leads are very valuable, only if they have been filled out correctly. The people at the stall should be trained to identify serious customers, ask the right questions and note down their observations correctly.

Design and prepare your literature, especially the response kits to provide relevant information to the visitors. Review and redesign your management system so you can identify the sales material given out to facilitate a prompt follow up.

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