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Trade Show Optimization
Our planning and optimization program for trade shows gives you maximum return on your time and investment.
Well-planned and executed trade show participation can lead to many positive results for the exhibiting company. It’s important to first understand how trade shows contribute to the company’s sales strategy and to select the best exhibit opportunities. Then, selection of the right show allows a company to present itself and its products to a qualified, highly-targeted audience.
More specifically, a well-thought-out strategy will lead to realization of the following “selling” benefits:
- Relatively low selling cost — The average cost of a sales call in the U.S. is over $300. This compares to the average cost of $133 to reach a prospective customer at a trade show.
- Differentiation — The trade show environment makes it easy to demonstrate how a company’s products are different—by direct comparison. Since many of your competitors are right across the aisle, a prospective customer can compare and contrast the differences in both companies and products.
- Control of the environment — Within a trade show booth, a company has complete control of the selling environment. This means prospective customers view the company’s product under the conditions you set up—without the interruptions sometimes found in the prospect’s place of business.
You’ll learn how to:
- Pre-selling target customers to maximize booth traffic
- Select and train booth staff prior to the show
- Avoid time wasters
- Use on-site techniques for increasing booth traffic
- Conduct product demonstrations with maximum efficiency and effectiveness
- Prioritize and follow-up on sales leads after the show
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