Often, a promotional scheme aimed at acquiring business cards can be used to good effect-such as a free draw, when all comers are invited to leave their cards in return for a chance to win a prize. This is an inexpensive way of obtaining more names and addresses than you might otherwise have been able to. Do not forget, however, to obtain the permission of the Organisers before arranging such a promotion.
Courtesy to visitors
If all staff are fully engaged, Do not ignore a further visitor. Excuse yourself briefly from your current guest, offer the newcomer a drink, leaflet, or make arrangements to see him later, and return to your guest. Make sure the first free staff member attends to the newcomer's requirements.
An exhibition stand is no place for staff to eat and drink, unless staffing pressures make it essential. If it is necessary, coffee cups and sandwiches should be kept out of sight of visitors-the simple action of putting down a cup of coffee and walking towards a visitor can make him feel threatened enough to leave at once! Sales staff should try not to drink alcohol when on duty, even when entertaining a customer. The next visitor may not have had a drink, and could well resent having beer breathed all over him!.
Never forget that the exhibition is only the start of the selling process. Do continue it by making sure that all your new contacts are followed up-properly. Diary follow-up visits and telephone calls; make sure that your lead conversion monitoring is conscientiously carried out; and be sure to send literature and quotations where they have been requested.
Take every opportunity offered by the organisers-free or inexpensive visitor listings are often made available to exhibitors after the show.
Many journals will carry reviews of the exhibition, so make sure your products are featured in them editorially by responding to all requests for information.
Follow-up all your sales leads from both pre- and post-exhibition publicity, as well as those gained at the show.
We cannot guarantee that-even if you follow every single guideline in these pages-your exhibition will be a roaring success. However, if you do take our advice, you can rest assured that you will have done everything in your power to maximise your investment in the exhibition, and to achieve your objectives of finding new customers and making more sales.
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