Marketing 101 By Mike French
mike@mikefrench.com
How to Sell Your Products and Services at Trade orConsumer Shows M
y wife, Susan, likes to go to craft fairs and she often drags me along with
her, especially during the holidays. Even though it’s notmything, Idofind certain aspects of it interesting. Being in the advertising business I take particular note of who is making sales at these things and whois not, and I try to figure out why. It’s interesting to see one vendor making sales hand-over-fist while the seller right next to him isn’t selling a thing. Whether you are participating in an industry trade show or a consumer type show, such as a craftshow, the selling prin- ciples are the same. Here are a few things you must do to make your presentation as successful as possible. • You must do preshow promotions
and invite people to visit your booth. Many people do make a list of who they plan to visit at a show and you should do what you can to get on their list. Mail out invitations to affinity groups or associa- tions connected to the show. Send out email invitations.
Many attendees use trade show time as an opportunity to hang out with their
friends and colleagues and will bring them to your booth and introduce them to you, your products and services. I’ve gotten lots of great new business this way. • You must have a product or service
that people want. You may have some- thing that you believe is truly wonderful, that you really love, but if nobody else wants it, you won’t be able to sell it any- where, at any price. Stress your product’s benefits. What does it do to help them. Doresearch and find out what it is about your products and services that benefits your customer the most and then pro- mote that. Remember to answer their greatest question, which is, “What’s in it for me?” • You must have a buying audience. If you have thousands of lookyloos who are only there to look, but not there to buy your type of products or services, you are wasting your time and money. Crowds of people don’t always mean cash is being spent.Youneedtobeatanevent with peo- ple who are there with money to spend for your type of products and services. • You must be about “selling” not just
about “showing.” Have prices on your products and services. Have show specials with easy way to make immediate purchase at show. Take credit cards. • You must be competitive. You
don’t have to always be the cheap- est, but you must give good reasons why you are a better value, even at a higher price. Your price points must be accurate. If you are priced too high, or you have others at the same show selling the same type of products or services you do for less money, or with attractive add-ons or benefits you don’t offer, your sales will fall flat. People usually walk an entire show and compare before they buy. • You must stand out and be noticeable. If you look like every-
22 Automotive Recycling | November-December 2016
one else, or you are boring, or you sim- ply blend in, people will blindly walk buy and not see you. Use good lighting in your booth to highlight products and sig- nage. Use good eye catching colors and graphicdesign tomakeyour presentation pop and stand out from others. •You must be alert and not distracted. Put away the smart phone, don’t sit down or eat food at your booth. Don’t read a book, magazine or do anything else that will distract you from the business of sell- ing. If you have more than one person in your booth, don’t visit with each other, but keep your focus on your purpose. • You must engage people in conver- sation. You cannot make a sale unless you do. Look for opportunities to start conversations. Ask questions. Have pre- sentations in your booth that invite or require personal involvement, input and discussion by your visitors. • You must do follow-up immediately
after the show! Studies show that most people who show interest in a product or service at a show do eventually acquire that product or service, but not necessar- ily from the vender who first showed it to them. It’s almost always due to the lack of follow-up by the vender!Besure to obtain as much information from anyone show- ing interest in your products and servic- es in order to follow up well. If they have a business card, I write important infor- mation about their needs on the back of it to help me remember. Remember that, basically, a trade or consumer show presentation is all about making positive contacts and creating productive relationships with people and then meeting their needs the best you can with your products and services. The better you are it, the more you will sell!
Mike French, president of Mike French & Company, Inc., can be reached toll free at 800- 238-3934, or visit his company’s Web site at
www.MikeFrench.com.
Caryn Smith
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