Tradeshows are the perfect opportunities to exchange business cards, add people to your LinkedIn network, and get to know your peers and competitors. However, under the pressure of the floor, it can feel overwhelming to put yourself out there. Especially when your competition is in the booth next door.
If you have a tradeshow lined up in the near future, here are a few techniques to ensure a successful time on the floor:
Do Your Homework
It’s always important to prepare in advance before you hit the floor. For first timers, designing a battle plan is crucial to a successful show. Even if you’re a seasoned veteran, the lack of trade shows during the COVID-19 pandemic has made us all a bit rusty. So take some time to review old documents and formulate a new strategy.
Start by looking up different trade shows related to your industry, and local to your area. Make sure any local shows are relevant to your industry and evaluate which ones are worth paying a visit. From there, choose which shows to target.
Before you arrive, study the crowd attending the trade show, the keynote speakers, the industry leaders, prospects, etc. Categorize the different groups that you will be interacting with, and develop a plan to target those who will contribute to your professional growth. With a little preliminary research, you can ensure you won’t be caught off-guard and be effective on the floor
Practice Your Pitch
Speaking of interactions, trade shows are most importantly a common way to meet and greet with other businesses in your industry.
When you get to the show, you’ll need to introduce yourself and your company repeatedly to potential connections. Take the time to develop your notes. Create key points for your products or services, and what needs they’ll fill. As most of your connections will be B2B, it’s important to consider other factors such as supply chain, target market, and other factors.
While other interactions and conversations cannot be scripted, rehearsal is your chance to refine your pitch. Practice delivering your key points over and over again, and try scripting out potential interactions. These rehearsals can be done in front of a mirror, with another person, or by recording yourself. If possible, collect feedback on how you can make it more engaging.
As a rule of thumb for pitching, always start with a hook to grip your audience’s attention. From there, keep it brief, and stay laser-focused on your major points. A focused pitch with a quality message will ensure positive interactions from potential partners and clients.
Invest in Marketing Assets
While you can go all out and engage with as many people as possible, you won’t be able to touch base with everyone. When you can’t give the pitch yourself, your marketing assets will speak on your behalf.
Before you get to the show, invest in marketing collateral, such as banners, flags, and more. Once your primary equipment is prepared, consider a set of branded canopies at prominent locations at the tradeshow venue. Under the canopy, get a hand to help distribute items like swag bags and flyers amongst all attendees.
Branding your assets is critical. Staying in the spotlight will help you get noticed, but by creating branded items that leave the showroom floor, you’ll build visual links between you and potential connections will exist. Once these marketing assets make their way to your prospect’s home, they’ll be a quick reminder that you’re still active and looking to connect.
Stay Authentic
Authenticity is important to develop trust between you and your prospects. If you plan on carving a niche for yourself in your industry’s community or earning a reputation of being a subject matter expert, “faking it” will only attract bad press. Remember to stay true to yourself and those around you. Be yourself and let your personality shine.
Add to this the right set of soft skills, and you’ll become a magnet to anyone who visits your booth.
Drive Meaningful Conversations
Nobody wants to be a part of meaningless, boring, or irrelevant conversations. This is why networking has a stigma against it. If you want to build and sustain networks, you will have to add value to the conversations that you are a part of.
Look for ways to present new ideas, challenge preconceptions, and propose solutions to potential connections. Even if you disagree with someone on values or approach, do so respectfully and build an argument based on facts.
If you have nothing tangible to add to the topic of conversation, play the role of a listener. Ask questions, give responsive feedback, and do your best to express curiosity about different topics.
Keep a List of Icebreakers Handy
No matter how much and how hard you prepare, there are going to be awkward, quiet moments where no one has anything to say. Likewise, there’ll always be interactions featuring some individuals who don’t want to open up. But, by using the correct icebreakers, you can get conversations flowing.
Icebreakers can be as elaborate as a series of questions, or something as simple as handing out water bottles. In a trade show setting, a common way to start is talking business. Ask potential connections about their company, work environment, and what they like about their job. Avoid chit chat, and instead ask about topics that invite responses worth commenting on.
Be the First to Enter and the Last to Leave
Whether the tradeshow lasts a day or a week, you will have a limited time to make an impression on the floor. Likewise, it’s important to make the most of every hour. Always try to show up early at the venue. Even if this head start fails to score a few one-on-ones, you will have sufficient time to get up your booth and marketing materials looking professional.
On the other side, don’t try to rush out of the floor the moment it ends. Instead, stick around for some unexpected connections. Try to secure an invitation to an after party gathering, or a round to talk shop with potential prospects.
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