Member/Community News

‘Tis the Trade Show Season: Marketing pro shares a better way to sell face-to-face by Donna Roberts

Wednesday, February 15th 2012, 6:30 pm

By Susan Richard

In an example-laden and lively presentation, trade show expert Sue McManus, owner of Expos, Events, Etc., (www.expos-events-etc.com) told more than 50 local businesswomen at the Women’s Business Forum™ last week how to better exhibit their wares, their services -- and themselves.

“You only have 3.5 seconds to capture someone’s attention,” she said. So how do you get them to talk with you? Use:

Color

Pictures

Large fonts (Can you read them 10 feet away?)

Short phrases (no more than four words)

Sound – used considerately

Light – use LED and specialty lighting, especially in dark corners of trade show

Action – people are drawn to activity or crowds having fun

Once they stop, how do you draw people in?

Ask open-ended questions (What is your business? Why are you here?)

Step outside your booth, where people gather

Be prepared

Smile!

Before you commit to a show, commit to a plan. Know your goal, and make sure your message reflects that goal. For instance, are you introducing a new product or increasing brand awareness?

Next, train your team, invite key clients and prospects, alert the media and prepared a toolkit to cover minor emergencies (duct tape, double-sided tape, Velcro, Swiss army knife, extra pens, business cards, mints, eye drops, Band-Aids, hand cream and sanitizer). Invest in thick carpet and good shoes.

Then, enjoy meeting your customers face-to-face.

The Women’s Business Forum™ (www.WomensBusinessForum.org, 267.337.6073) is a nonprofit organization that educates, mentors and inspires women to build and sustain successful businesses. It offers free group meetings and Mastermind sessions, special educational sessions throughout the year, one-on-one mentoring opportunities and other valuable business resources.