Trade Show Secrets #8

Hi, Everyone!

Here’s the next installment in the “Secrets of Trade Show Selling” series:

Secret #8: Baiting the Hook

Enter a drawing, play a game, sample something, check out an unusual object, meet a celebrity guest, talk to stunning spokes models, watch a magician – these and dozens of other ideas seem to be perfect bait for attracting people to your booth … but there’s a problem.

They attract EVERYONE – and THAT’S probably NOT what you were hoping to do (unless your ideal prospect is EVERYONE!) Generally speaking, your ideal prospects are but a fraction of the total group attending the show – and with a steady parade of people walking past your booth, there’s NO TIME to waste with visitors who will NEVER become your customers.

You want to use bait that is only interesting to the visitors you REALLY want to meet – and unappealing to
everyone else. In addition, the perfect bait must hold their attention ONLY as long as it takes for you to
approach them and introduce yourself.

A big screen TV showing a live sporting event will certainly attract a whole flock of visitors and keep them
there for much too long, focused on something that has absolutely nothing to do with you, your company or why
you’re there. On the other hand, if you’re a software company, a demonstration of a software package for small
business owners is VERY likely to attract small business owners – and no one else.

Remember, your goal is NOT to collect a fishbowl full of business cards of unqualified prospects – but to connect in a meaningful way with just those visitors most likely to use your products and services.

In the next article in the “Secrets of Trade Show Selling” series, we will cover “leaving a lasting impression.”

-T-

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