When you exhibit at a trade show, do you play to win?
For sure, you work hard to make sales.
The first part of that job is meeting visitors and collecting leads.
Then, it’s onto following up fast and consistently.
But do you know the percentage of total attendance attracted by your presence?
Is that better or worse than last time?
Not that everyone attending a show is right for what you offer.
You can’t be all things to all people.
But it’s still good to know.
Better than that is knowing if clients or top prospects attended who didn’t visit your stand.
Why did they not come to see you?
How will you change that next time?
Playing to win means extracting the greatest value from your event investment.
It’s also about your company winning the business instead of someone else’s.
And if you believe that what you offer is superior to competitors, that last point won’t trouble you.
It’s more likely you’ll be troubled that those who purchased elsewhere have lost out on value, service or product quality.
If so, this consultancy packaged into a training course will be extremely helpful when you next exhibit.
Very best,
David O’Beirne