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Exhibitions seem to be pretty much the rage again these days. The recent years have seen a shift in attitude towards exhibitions from those a few years ago when they were frankly seen as a jolly up for the boys and rightly de-prioritised when things got a bit tight cash flow wise…however in the last couple of years there has been somewhat a resurgence of exhibiting and especially on a localised basis.
As the shift in employment demographic continues towards a ‘self employed/small employer’ structure, then the make up of a working community is localised into fragmented business rather more than the more regional or national structure in this country 10 or so years ago…thus to have localised exhibitions makes perfect sense for many smaller businesses.
Exhibiting therefore should be a part of our arsenal when developing a business in this new century. Mindful of the ‘jolly-up’ mentality that tainted previously along with the shortage of huge budgets to allow this, there needs a different approach to ‘make it pay’. So, what can we do?
Firstly, plan comprehensively. This includes so many things not merely putting the exhibition date in the calendar. Such inclusions as what exactly are you aiming to achieve from the show (and ‘more business’ isn’t specific enough), who is going to man the stand (and this should allow for the right personality or people person not merely just the ‘manager’) and what exactly are you going to say that might be specific to the visitor to the show (not simply ‘do as you normally do’ when you have a very different environment especially time wise). Planning should include time for following up afterwards and time for rehearsing prior to the event…so often overlooked and the ‘wing it’ mentality leads to poorer performance on the day. ‘Proper Planning’ as they say, ‘Prevents Piss Poor Performance’.
Secondly, refine the art of exhibiting itself. This is rarely properly done…and I, as you, have been to hundreds of events in the last two or three years and well over 70% of the exhibitors are just so poor at attracting me and interesting me it is hardly surprising that they report badly on the show. My belief is that you get out what you put in and blaming the show for a poor performance is wrong. Exhibitions with only a very poor visitor rate can still produce good returns when dealt with properly…but are you good enough to stand out?
You MUST have an attraction system. You need to attract me as the visitor to the stand and invite me to talk to you. Simply standing there hoping with a polite and awkward smile that I shall be polite enough to enquire and thus lead you into a pitch…this just doesn’t cut it today. You have to be proactive not reactive. You have to be interesting not expect me to be interested. Exhibiting gives you the chance to show yourself, off so shrinking politely back doesn’t work…and if you aren’t that type of person who boldly approaches everyone that walks past then you should plan to have with you a person who can. You absolutely need an attraction system - so think about competitions, special guests or look-a-likes and artists such as magicians. Powerful attraction methods even if on the surface appear to be considerable cost, can make all the difference between a superb bounty of leads and the odd one or two.
In addition, think about where you stand…because you are there to open your stand to visitors not guard against them! Too often you’ll see a chap on the stand stood almost like a Bouncer on the perimeter with his arms folded! Without consciously thinking about it they are in fact saying keep off with their body language! AND heaven knows the number of times I have seen staff on a stand talking on the mobile phone, eating a sandwich or just so busy talking between themselves that visitors have wandered aimlessly past… So stupid! The one that walked past might have been the ideal client…but they don’t know it yet and you didn’t invite them to se it. So, behaviour on the stand is so paramount and yet so often poorly delivered.
You can make more of exhibitions – there’s no such words as can’t remember, but put a little more effort in before hand and more attention to detail on the day.
Above all else, remember that you are NOT at the exhibition to sell. Your job at the show is data capture…lead gathering only. No matter how tempting or interested the prospect appears to be you do not get flowing into a sales pitch on the stand. A Golden Rule is that you do NOT spend 20 minutes chatting with an interested party…you spend 5 minutes and arrange a follow-up call to make the sale…and then get back to capturing all of the ones that otherwise would have walked past whilst you chatted for another 15 minutes to that interested party. Except in very, very rare circumstances where a visitor has gone out ‘shopping’ the person you are talking to is only interested and you’ll need time to do justice to a sale potential. If you think that by spending 15 or 20 minutes you are warming it up or preparing it for a easier sale then my suggestion is exactly the opposite…you are giving them just enough ammunition to avoid your follow-up call because they will more often than not reply that they ‘have enough knowledge for the time being, and will call you when nearer the moment’. A little knowledge, as they say, is a dangerous thing…it destroys the potential and negates the follow up. Please capture data for following up on and direct all of your staff to do the same when on the stand.
Lastly, the critical part of exhibition success is following up on the enquiries after the event. Amazingly almost 70% of exhibitors when asked admit that they don’t really do this adequately. At best it’s a phone call a week later and a letter sent en masse…but if these ‘miss’ and no return is forthcoming then nothing is done! It’s crazy to spend that much money…or any money at all, if you don’t focus on return on investment. You need to schedule follow up time prior to the event not hope to slot it in afterwards depending on how many there is! You must have pre-written letters and hopefully diary time allowed for face to face visits to convert into sales. Whichever way you do this you should have a target expectation and structure the week or two after the event to make this happen. Not doing so is exhibiting on a poor unprofessional basis merely hoping that some people will be so turned on by your offer that they will wander over to you of their own accord when exhibiting, ask for a visit afterwards and then politely reach for their cheque book when you want them too…and of course pass referrals to you of their sister the Tooth Fairy and their brother the Easter Bunny!! It ain’t gonna happen!!
In summary though if planned executed and followed up correctly exhibitions are a MUST DO as part of your strategy for developing your business this year. Whatever the perceived level of investment and your fear when looking at the cost…it is always possible to return the investment with a profit if you are geared towards doing so.
So, go on…make an exhibition of yourself!
As the shift in employment demographic continues towards a ‘self employed/small employer’ structure, then the make up of a working community is localised into fragmented business rather more than the more regional or national structure in this country 10 or so years ago…thus to have localised exhibitions makes perfect sense for many smaller businesses.
Exhibiting therefore should be a part of our arsenal when developing a business in this new century. Mindful of the ‘jolly-up’ mentality that tainted previously along with the shortage of huge budgets to allow this, there needs a different approach to ‘make it pay’. So, what can we do?
Firstly, plan comprehensively. This includes so many things not merely putting the exhibition date in the calendar. Such inclusions as what exactly are you aiming to achieve from the show (and ‘more business’ isn’t specific enough), who is going to man the stand (and this should allow for the right personality or people person not merely just the ‘manager’) and what exactly are you going to say that might be specific to the visitor to the show (not simply ‘do as you normally do’ when you have a very different environment especially time wise). Planning should include time for following up afterwards and time for rehearsing prior to the event…so often overlooked and the ‘wing it’ mentality leads to poorer performance on the day. ‘Proper Planning’ as they say, ‘Prevents Piss Poor Performance’.
Secondly, refine the art of exhibiting itself. This is rarely properly done…and I, as you, have been to hundreds of events in the last two or three years and well over 70% of the exhibitors are just so poor at attracting me and interesting me it is hardly surprising that they report badly on the show. My belief is that you get out what you put in and blaming the show for a poor performance is wrong. Exhibitions with only a very poor visitor rate can still produce good returns when dealt with properly…but are you good enough to stand out?
You MUST have an attraction system. You need to attract me as the visitor to the stand and invite me to talk to you. Simply standing there hoping with a polite and awkward smile that I shall be polite enough to enquire and thus lead you into a pitch…this just doesn’t cut it today. You have to be proactive not reactive. You have to be interesting not expect me to be interested. Exhibiting gives you the chance to show yourself, off so shrinking politely back doesn’t work…and if you aren’t that type of person who boldly approaches everyone that walks past then you should plan to have with you a person who can. You absolutely need an attraction system - so think about competitions, special guests or look-a-likes and artists such as magicians. Powerful attraction methods even if on the surface appear to be considerable cost, can make all the difference between a superb bounty of leads and the odd one or two.
In addition, think about where you stand…because you are there to open your stand to visitors not guard against them! Too often you’ll see a chap on the stand stood almost like a Bouncer on the perimeter with his arms folded! Without consciously thinking about it they are in fact saying keep off with their body language! AND heaven knows the number of times I have seen staff on a stand talking on the mobile phone, eating a sandwich or just so busy talking between themselves that visitors have wandered aimlessly past… So stupid! The one that walked past might have been the ideal client…but they don’t know it yet and you didn’t invite them to se it. So, behaviour on the stand is so paramount and yet so often poorly delivered.
You can make more of exhibitions – there’s no such words as can’t remember, but put a little more effort in before hand and more attention to detail on the day.
Above all else, remember that you are NOT at the exhibition to sell. Your job at the show is data capture…lead gathering only. No matter how tempting or interested the prospect appears to be you do not get flowing into a sales pitch on the stand. A Golden Rule is that you do NOT spend 20 minutes chatting with an interested party…you spend 5 minutes and arrange a follow-up call to make the sale…and then get back to capturing all of the ones that otherwise would have walked past whilst you chatted for another 15 minutes to that interested party. Except in very, very rare circumstances where a visitor has gone out ‘shopping’ the person you are talking to is only interested and you’ll need time to do justice to a sale potential. If you think that by spending 15 or 20 minutes you are warming it up or preparing it for a easier sale then my suggestion is exactly the opposite…you are giving them just enough ammunition to avoid your follow-up call because they will more often than not reply that they ‘have enough knowledge for the time being, and will call you when nearer the moment’. A little knowledge, as they say, is a dangerous thing…it destroys the potential and negates the follow up. Please capture data for following up on and direct all of your staff to do the same when on the stand.
Lastly, the critical part of exhibition success is following up on the enquiries after the event. Amazingly almost 70% of exhibitors when asked admit that they don’t really do this adequately. At best it’s a phone call a week later and a letter sent en masse…but if these ‘miss’ and no return is forthcoming then nothing is done! It’s crazy to spend that much money…or any money at all, if you don’t focus on return on investment. You need to schedule follow up time prior to the event not hope to slot it in afterwards depending on how many there is! You must have pre-written letters and hopefully diary time allowed for face to face visits to convert into sales. Whichever way you do this you should have a target expectation and structure the week or two after the event to make this happen. Not doing so is exhibiting on a poor unprofessional basis merely hoping that some people will be so turned on by your offer that they will wander over to you of their own accord when exhibiting, ask for a visit afterwards and then politely reach for their cheque book when you want them too…and of course pass referrals to you of their sister the Tooth Fairy and their brother the Easter Bunny!! It ain’t gonna happen!!
In summary though if planned executed and followed up correctly exhibitions are a MUST DO as part of your strategy for developing your business this year. Whatever the perceived level of investment and your fear when looking at the cost…it is always possible to return the investment with a profit if you are geared towards doing so.
So, go on…make an exhibition of yourself!
