Three quick questions to avoid wasting your time.
a) Do you own or work in a small or medium-sized business?
b) Does that business take part in trade shows?
c) Would you like to increase sales significantly?
If you answered yes to all of the above, you’ll find the following extremely helpful.
Here’s why.
Trade shows provide an excellent way to build sales and profile for any business.
That’s especially true for startups and SMEs.
That’s because they offer predictability.
You know, months in advance where and when significant groups of buyers will gather.
There’s no guesswork or list-building required on your part.
Producing those buyers is done for you.
That’s extremely rare in marketing.
Trade events also offer a secondary advantage.
They provide focal points.
You can use them as milestones for sales and marketing.
It’s what this course is all about.
It shows you how to reach, engage and convert more of the companies you’d like to have as clients.
And how to use trade shows to help you do it.
It’s important to note that much of what’s covered doesn’t involve spending additional money.
On the contrary, it shows how to utilise and enhance what you already have or are already doing.
Let’s look at the three success principles of exhibiting;
1. To increase sales from an event, you need to have more conversations.
2. That means you need to attract more of the right people to your stand.
3. With more leads, you have a bigger pool of possible conversions to sales.
Everything covered in the course is geared to achieving the above.
For example, it shows you how to make your stand the most interesting in the show for the people best suited to what you offer.
Do that, and you tick off Points 1 and 2.
Likewise, it highlights the approach you should take pre and post-event to make the conversion of hot leads to sales more likely.
But that’s only scraping the surface of what’s covered.
You’ll know;
- Where to focus your event attention
- How to create a compelling sales story for buyers
- How to bring that story alive on your stand
- How to organise your event strategy into three manageable chunks
- Why and how it’s possible to accelerate the sales process that most companies must wade through to get an order
- How to get a better stand position
- And how to work more effectively with trade show organisers
- When it makes financial sense to increase stand space
- How to make your stand work more effectively in attracting buyers
- How to use stand attractions as part of the above
- You also need to know when not to exhibit, as highlighted in Module 2
- How to get onto the radar of the people and companies you most want to be doing business with
- Why trade shows fit so well with the marketing you conduct away from events
- How to exploit one of the biggest but most underused profile-raising and lead-generating elements trade shows offer
- What exhibitors at events like The Ideal Home Show can teach about effective on-stand demonstrations
- Why and how you can probably get more publicity for your business than you do now
- How to make offers buyers can’t refuse
- Why direct marketing linked to exhibiting will increase the speed at which you close sales
- Why it’s possible to generate sales leads before a show and how to do so
- How direct marketing tactics can help you close deals with the companies at the top of your sales “Wish List”
- How to exceed the expectations of your boss or colleagues
- How to analyse the Hard, Soft and Other results exhibiting delivers
- How to know what your event leads and orders have cost to produce
- The cost of trade show leads and sales versus other forms of marketing
Buy this course, and your company will be more effective in creating sales every time you exhibit.
Delivery
Training is delivered by email in five modules.
The first will be with you within an hour of placing your order.
You will also receive full course notes in a PDF document.
In combination, you can access the content whenever it suits you.
Support
If you get stuck, if something needs further explanation, just send an email.
We will reply quickly.
If we feel a phone, Zoom or Teams is what you need, we will say so.
You choose how you receive your training support.
And if you need help finding suppliers, we can help you with that, too.
Fees
The fee for this course is £185.00.
That’s a small percentage of the money typically spent on one trade show.
However, it’s a fraction of the returns you can generate if you apply the lessons.
To order, use the form below the “About The Author’ section on this page or click the red button on the right of this page.
The first Module will be with you within an hour.
Free quality T-shirt with your initials
As a personal “thank you”, we’ll send you a T-shirt with your initials on the front when you buy this course. You choose the colour. If you want a plain shirt with no initials, that’s no problem.
Very best,
A five-part training course delivered by email with expert support.
Buy this course to significantly improve the results your business achieves from exhibiting.
The content is suitable for experienced exhibitors who want to take their event results to a higher level.
Fee: £185.00
Price includes a FREE personalised T-shirt
This course is a follow up to Trade Show Stand Mastery Part One
FAQs
Who will benefit from this course?
Managers with responsibility for revenue generation.
What makes you qualified to offer this?
Forty years of trade show organising, exhibiting and, most important of all, filling gaps in the revenue plans of the businesses I worked for.
How soon before an event should I buy this?
As far in advance as possible. If you know that you’ll be exhibiting, or if you’re considering using trade shows or conferences in the next twelve months, buy the course now.
What makes this course better than others?
It’s been put together by someone with a long track record of achieving exceptional sales and event results.
Why is the training delivered by email?
You can run through the modules when it suits your schedule, not ours. You can access the training on your commute to work or at your desk. We also send you the course as a PDF file so you can run through the whole or parts as and when you need.
How should I justify the cost of this training?
The money spent on this course is a fraction of the cost of one trade show stand and its associated expense. It’s also a tiny part of your sales target for the year. If it helps you achieve or beat that target, the outlay will be seen as money exceedingly well spent.
Also, receiving the training and support in this way is more cost and time effective. Your company doesn’t have to pay for a trainer coming to your office, nor for your time away from the office to attend an in-person event.
How quickly will I get a response to a question?
Mostly within one hour or less, and if you need a more detailed explanation, we’ll arrange a Zoom or Teams call.
Can The Exhibition Agency supply or source event products?
Yes, we can and do. Most typically graphics and stands but also digital screens, stand personnel and stand attractions.
Recent projects have also included branded T-shirts, printing and copywriting.
Let us know what you want to achieve, and we will supply ideas.
Who will benefit from this course
- Managers and directors who decide trade show strategy for their companies
- Managers who have run a stand but want to move exhibiting results to a higher level
- Business owners who want to use trade shows to build sales on a predictable basis
- Marketeers who want to learn how to best incorporate exhibitions and events into their wider marketing
- Pitched for intermediate to highly experienced exhibitors
For US-based managers
This course uses stand descriptions common to the UK and Europe, but everything else will be readily understood wherever you’re based.
However, if you get stuck with any terminology, we will be happy to explain.
ABOUT THE AUTHOR
David O’Beirne has worked in exhibitions for more than forty years.
What he thought would be a “filler” job in exhibition sales turned into a lifelong career.
Asked how that happened, he says,
“Early on, I learnt that the trade shows I was helping to organise could transform the fortunes of our clients. Delighted business owners often shared their good news stories after a show. It was inspiring and something I hadn’t seen before. It’s why I’m still here.”
Over the years, David has trained thousands of exhibitors.
His talks, bulletins, training courses, and posts explain how to achieve significant sales.
David can’t remember how many talks he has given on event marketing; he’s done that many.
He is the author of two downloadable training courses,
There are many other things we could cover about his event career.
But for the sake of space, let’s just say there are few event-related issues he hasn’t seen or dealt with.