Public Exhibitions and Demonstrations

Exhibitions and demonstrations often take place at trade shows and other types of special interest gatherings. Many times, related firms sponsor a booth at such shows and staff it with one or more salespeople. As people walk up to the booth to examine the products, a salesperson has only a few minutes to qualify leads and get names and addresses to contact them later at their homes or offices for demonstrations.

Although a salesperson-buyer contact is usually brief, this type of gathering gives a salesperson extensive contact with many potential buyers over a brief time. Remember, however, that success at trade shows stems from preparation. Here are several things to do:

• Set up an interesting display to get people’s attention. A popcorn machine, juggler or expensive giveaways are innovative ideas.
• Write down your message so that it fits on the back of a business card.
• Practice communicating two or three key points that get your message across succinctly. Get it down pat but do not memorise your sales pitch to make it sound overly canned.
• Make a list of the major buyers at the show you want to pursue for contacts.
• Set up to maximise your display’s visibility, based on the flow of traffic.
• Be assertive in approaching passers-by. Instead of the common “Hello” or “How are you?” try “Do you use (product or service) in your operations?” or “Have you seen (product or service)? If I can show you how to be more profitable, would you be interested?” Next offer them a sample to handle, but not to keep. Do not let them take the item and move on without talking to you.
• Use lead cards to write down prospect information for efficient and effective post show follow-up.
• Be prepared for rejection. Some buyers will ignore you. Do not take it personally. Be brief but professional. Your time is too valuable to waste on non-prospects.