Here's my simple advice to my closely held clients about succeeding at trade shows.
Let everybody else focus on their products and services.
You focus on your happy customers, who are the peers of the people wandering through the trade show.
Instead of handing attendees your product catalog, hand them a catalog of happy customers.
Hand them case studies.
Hand them books of testimonials.
It's very difficult to defend against happy, successful peers. And the attendees will want that too, for themselves.
Have things printed and prepared, and say to attendees you meet, “You know, I work with somebody who's similar to you. Similar business, similar size. He has told me recently that working with us saves him from having to run an entire second shift. That's about a million dollars in annual savings, and he has been with us for 25 years. Here's the case study about this customer. How about we talk about providing you with the same kind of value?”
Practice this language. Get comfortable with it.
Ask about the attendee's company. Then say, “That's really interesting, I have several customers just like you. One of them tells us that 23% of his annual revenue growth is a direct result of our work together. Now I think we should talk about doing the same thing for you.”
Be bold. These stories are the truth. These are your stories. This is your work. Be bold, you deserve to be. In fact, you owe it to these trade show attendees, who ...