Top 10 Reasons For Not Getting Sales at Trade Shows

You spend thousands of dollars to exhibit at a tradeshow and then wonder why you were unable to get any sales? Tradeshows are an excellent way to meet new customers, check out competitors, sharpen your skills and reconnect with old colleagues. Don’t count them out yet, especially if you are making any of the following mistakes.

Number 10: You didn't do any pre show marketing

• Send eBlasts to the preshow mailing list inviting them to your booth.
• Announce it on your website, blogs, twitter page, Facebook page and LinkedIn groups.
• Release a press release about your participation at the show.
• Use direct mail in a creative way.
• Your salespeople should contact local prospects to set up appointments and see if they are attending your industry show.

Number 9: People look at your booth and ask, "What is it you do?"

• If your booth display and signage does not grab people’s attention, and represent what you sell – people won't know to stop at your booth.
• Your sign should say more than just your company name. It should also explain what your company sells and its key benefits.

Number 8: A booth visitor looks around helplessly to find someone who can answer her questions…but the booth staff is making phone calls, talking with one another or away to get a snack.

• Booth staff should be trained with talking points and sales messages and be informed of objectives. For example: to introduce a new product or get new orders for existing products.
• Booth staff should be able to demo your product – effortlessly.

Number 7: The exhibit hall doesn’t close for another 10 minutes, but your booth staff has already made a break for it…and here comes another prospect.

Number 6: Wrong show for your business.

• Don't just exhibit at a show because it sounds like it would be appropriate for your business.
• Get the hard facts on attendee demographics and numbers. Make sure a large percentage of the attendees are similar to your typical customer.
• Do a cost analysis to see if it is worthwhile.

Number 5: Your booth looks like a picnic area.

• Booth should be free of clutter and maintain a professional and welcoming appearance.
• Staff can take breaks to eat and drink outside of the booth.

Number 4: Members of your staff are all nursing hangovers – and it shows.

• It is expected that you attend networking events – but getting too drunk with potential prospects (or worse..your competitors) doesn’t leave a great impression.
• You'll be too tired to give good sales pitches at the booth the next morning – easy does it!

Number 3: Everyone on your staff is busy with email.

• Booth visitors should be the priority.

Number 2: You rented the lead retrieval at the show but you don’t know how to use it – instead you scan everyone that walks by without talking with them.

• Not everyone at a trade show is a prospect. Don’t focus on lead counts, focus lead quality.
• Not all leads are created equal. Need to determine weather the lead is hot, warm or cold. This is accomplished by having a conversation with booth visitors – not just scanning random peoples badges.
• Leads captured should have qualifiers and notes so you remember the interaction. Gathering critical information about each potential customer’s needs will make your post-show lead follow-ups much easier.
• Don’t forget to capture leads at parties, dinners and luncheons during the tradeshow too.
• The iLeads App for trade show lead capture works on your smartphone, so you already know how to use it. Using iLeads, salespeople back at the office can follow up on leads while exhibitors are still at your show.

Number 1: "Leads" consist of notes scribbled on the back of business cards.

• You should use the lead retrieval offered by show management.
• Lead retrieval captures attendees full registration data – this is much more info than what is on a business card. It includes purchasing authority, buying timeline, company size as well as other useful data.
• Don't blow your budget on tschotskes before getting lead retrieval – you exhibit at shows to gather leads, not giveaway pens.
• Manages leads in a quick, digital way.
• Never lose a lead by dropping a business card.
• Salespeople back at the office can follow up on leads while you’re still at the show.