Attracting, Holding Good Trade Show TrafficBy: Andy Marken
Today, the tradeshow "business" consumes more than $15,000,000 a year from firms just like yours. Every day there are hundreds of shows going on in every major show city around the globe. For most organizations, these shows represent a tremendous expense. You must make certain you are getting maximum return for your investment and minimize wasted time and money.
Walk down the aisle of a typical show (or think back to your last show) and look at the booth people. You'll always find staff personnel who stand at the side of their exhibit with their arms folded while customers and prospects pass by. They have presented a territorial boundary to prospective visitors. Only the most aggressive or most needy will dare approach or step into their booth.
When prospects do enter the exhibit, untrained salespeople allow the customer to control the situation rather than taking control themselves. You have to encourage them to be active, not reactive. But, your first task is getting people to and into your booth.
You can do this with:
Opportunities are terrible things to waste in today's tight market.
© Copyright 2001, G.A.Marken, Marken Communications
The author assumes full responsibility for the contents of this article and retains all of its property rights. MarcommWise publishes it here with the permission of the author. MarcomWise assumes no responsibility for the article's contents.