Andrew Reynolds explained that one of his first forays into promoting the products of his Cash on Demand business was through a Trade Show. Since that first time, when he openly admits he was completely green about such marketing techniques he has learned a good deal.
Now, Andrew knows how you can aim for the best results from Niche Product Exhibitions and Trade Shows. The results should be two-fold…
One: You want to sell your products or services directly to the visitors of the show or exhibition, who are after all, potential Cash on Demand customers.
Two: You want to get feedback from these potential Cash on Demand customers.
The following Top 20 Tips of the Do’s and Don’ts for trade shows are all from one of Andrew Reynolds Bonus Modules. As he teaches, they may seem obvious and simple, but it’s surprising how few Cash on Demand marketers apply them.
These are Andrew Reynolds Top 20 Tips…
Do Stand – If you sit down, it gives people the impression you don’t want to be bothered. And the result of this of course, is that someone who you could have sold to, will simply pass onto the next stand.
Don’t Read – Andrew Reynolds says he has seen this one often. You get to a stand and the person has their nose in a novel. If you are engrossed, people will again simply pass onto the next stand. It looks as if you don’t want to be interrupted.
Don’t Smoke – Smoking is off limits at many venues these days. However, even if you can smoke, bear in mind that a lot of the visitors to the trade show don’t like being near a smoker. So, once again, this can make people pass onto the next stand.
Don’t Eat Or Drink – If you’re sitting down and eating your lunch, then people won’t want to disturb you. They can see you’re on a lunch break. Even if someone does still ask you a question, it will put them off, if you answer with a mouthful of sandwich for instance.
Don’t Chew Gum – I know some people do this because they are concerned about their breath, they want to make sure it’s fresh for when they’re talking to prospective customers. But, it’s off-putting and does not create the right impression at all. Far better is to be organized by having a handy mouth spray. It takes a split second, so you can refresh your mouth in privacy.
Don’t Ignore Visitors – It can be tricky if you’re the only one running your stand and you are in deep conversation with someone who is almost ready to buy, and another person enters. All you have to do is briefly, acknowledge the visitor and tell them you will be with them shortly.
Turn Off Your Mobile – I know in this day and age, most people talk on their mobiles even when they’re in company. However, at a trade event, if you are in your stand chatting away on a mobile phone, you are not available for any visitors to talk to you. They will pass your stand.
Don’t Be Like A Guard On Duty – Obviously it’s important that when people come up to your stand they know it’s you they have to talk to, so you need to stand close to the front of the booth. However, if you stand like a guard on duty, the visitors will instinctively give you a wide berth, it’s really off putting.
Stand to one side and use the introductions I mentioned earlier.
Don’t Be A Passive Brochure Giver – If you remember that Andrew Reynolds explained one of the reasons for doing a Trade Show is to make sales. Well, if you stand at the edge of your stand with an armful of brochures, people just think that’s what you’re there for. They imagine that you just want them to take away some of your paperwork and that what they can see exhibited, isn’t for sale.
Also, you get the guy who fancied a day out and has managed to beat his past records by filling seven plastic carriers with every single piece of print in the building, plus three cuddly toys with screen printed company logos on the front.
Don’t Chat To Your Booth Comrades – Visitors will simply walk past, if everyone in the stand’s team is chatting to each other. You must be alert and ready to help the buyers.
Andrew Reynolds warns that at every trade show he’s been to, there is always one ‘professional rep’ who has done the same show for the past umpteen years and has a series of shocking stories to tell anyone who will listen. This can waste so much time, and be so negative if you listen to them. So, if a guy comes up to you and starts to make comments such as, “Quiet today isn’t it….I’m bored already…the food here is pricey…” and so it goes on, just get free from him as soon as you can. These people suck your energy and enthusiasm out of you.
Don’t Misjudge By Appearances – There’s an interesting experience that Andrew Reynolds had way back in his house building days, so even before he started his Cash on Demand business. He had a scruffy looking kid come into a show house and asked to look around. As Andrew said, he was tempted to search him on the way out, I mean he looked as if he couldn’t even afford a cup of tea, let alone a £million house.
But the next day, this kid’s dad called in to look around and eventually he bought the last remaining house on that complex. So, as Andrew tells, with a chuckle, he’s glad he treated that scruffy kid so well.
And exhibitions are the same. Maybe a scruffy looking guy is an eccentric millionaire. I hope he won’t mind my saying, but just take Sir Bob Geldoff as an example of this. You just cannot tell.
Wear Something Which Immediately Identifies You As The ‘Staff’ Member On The Stand – The last thing you want to miss out on is somebody who likes what they see exhibited on your stand or in your booth, saunter past because they can’t work out who to approach. Consider T-shirts with logos, or at least a company tie or badge.
Use The Persons Name – At some trade shows, the visitors wear name badges. If they do, then use their name as much as possible when they come and talk to you. Everybody loves it when another person uses their name. Using someone’s name can even clinch a sale.
Keep Moving – I know trade shows can be exhausting they often last for 3 days. However, bear in mind that your visitors are not there for three days. They are on a short mission…hopefully…to see the best of what is at the show or exhibition. If you sit or stand around, it looks as though you’re bored. So, keep walking around and doing things, even if it’s just tidying, getting out more order forms, just anything to make it look busy and make you look as if you’ve oodles of energy and enthusiasm about your product.
Andrew Reynolds tells his students about one of his visits to a shopping mall where a girl had a cart which was full of cosmetics for sale. She was sitting on a stool at the end, reading a novel. Not surprisingly shoppers were simply walking past her cart.
No matter how boring you find a trade show, you have spent money to set up the trade show stand and to be there for three days. This is ’show time’ – put on a good show!
Work The Full Hours – This follows on from our last tip. You have spent money to exhibit. And if it lasts for 3 days and the times are 9am to 6pm for example, then it’s crazy to pack up at say 5pm. And yet Andrew Reynolds tells us he sees this happen on a regular basis. People start packing everything away into boxes, when the show is open for at least another hour and sometimes longer, just because there’s only a few visitors still in the hall.
They may make one more sale. Why not stay professional up to the closing bell?
Get A Good Nights Sleep – It can be tempting, especially if you are staying with friends overnight, to go out on late night partying or drinking. It’s not wise. You have two or three days to get through and it can be grueling. You want to make sales and to do that you have to be feeling good.
If you’re ever tempted, then to help you to say no to a night out and yes to getting a good nights sleep in, just consider that the business you transact at the trade show may affect your business over the next year or so.
Avoid Drink – Andrew Reynolds says he sees this one so often, especially as at some trade shows, a free glass of wine is on offer. If you and your staff have soft drinks only, you won’t run the risk of losing sales because the smell of alcohol is off-putting to visitors, or you simply lose the thread of your sales pitch, through a muddled brain.
Avoid Smelly Foods – This follows on from the previous tip, in the respect of what it’s like for the visitors who approach you about your products or service. Garlic bread, strong curry’s any food that’s going to linger on your breath is simply best left alone, until you get home. As Andrew says, in one trade show or exhibition you are meeting more people in one day, than you probably meet in a month normally.
Keep Your Stand Clean – Each night of an event, the exhibition area is cleaned by staff of the organizers. However, during the day it’s up to each person to keep their own stand or booth clean. A good tip is to have a few tissues handy, or kitchen roll, close by, but tucked somewhere out of sight, in case of spillages etc.
WEAR COMFORTABLE SHOES!
That’s it, that’s the Top 20 Do’s and Don’ts Tips that Andrew Reynolds gives his students on his Cash On Demand course.