Trade Show Secrets #9

Hi, Everyone!

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

Secret #9: Leave a Lasting Impression

Giving away cheap little gizmos leaves the impression that you are the kind of company that gives away cheap little gizmos. On behalf of everyone attending the show, OUR DRAWERS ARE FULL.

To make a REAL impression, give QUALIFIED visitors something that shows you understand their needs and want to give them something that will actually help them. A package of tissues imprinted with the name of an allergy medication is much more effective than a pen or a magnet. Why? Because it’s actually useful – and it reminds them of the medication when they need it most. Put a little thought into it and come up with something unique, thoughtful and useful and – you’ll have a premium that pays!

But the most effective premium is one that would be of GREAT value to your ideal prospect but of little or NO value to visitors with no interest in your products or services. For example, a commercial printer could create a pre-press reference guide – or a booklet of designs and layouts.

At the same time, you should never GIVE away what you hope to SELL. Instead, offer a related support product or a discount on your goods – something that gets them to visit your place of business or ensures a future meeting.

Finally, premiums should be EARNED – not GIVEN away. Your visitor must DO something before you give them the premium – like fill out a survey or have a conversation or sample something. The premium is your way of saying, “Thank You!” A giant bowl of key rings and a place to drop business cards doesn’t make anyone feel appreciated – and doesn’t get you the leads you need.

Look for the last article in the “Secrets of Trade Show Selling” series, where we will cover “snob appeal.”

-T-

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