Effective trade show selling, as well as networking, occurs with proper planning.
Colorful booths, the smell of fresh popcorn, shoulder-to-shoulder traffic, vendors hawking their wares - these are all typical of industry trade shows across the country. According to a study published in the book "Guerrilla Trade Show Selling," 91% of the 1,009 decision makers surveyed identified trade shows as useful for making critical purchasing decisions.
Trade shows are unique for the variety of pressures they create: shortened and compressed time frame for the selling process; high expectations by both exhibitors and attendees; the need to be "on-stage" and energized constantly; and switching roles from exhibitor to attendee. For these reasons, many salespeople approach trade shows with less than positive enthusiasm. Companies also contribute to these negative attitudes by failing to plan and adequately train their sales staffs. Yet trade shows can be fun, exciting and challenging by following these simple guidelines.