Trade Show Attendees:
Make the most of your time at the show

RULE #1 – Do Pre-show Planning—Create a game plan before you step onto the show floor and you’ll be more productive than your closest competitor. Visit show websites to review exhibitor lists prior to the show, making note of important companies, their booth #’s, etc. Make a "hit list" and rank the companies so you make sure to visit all high priority companies first.
If you’re meeting with current customers, go to the show armed with history about the account, what they’ve purchased in the past 6 months, what product is the next logical step for them and specific information that can meet their anticipated needs.

RULE #2 – Seek out the new and exciting. While it’s more comfortable to visit booths that offer similar products and services as your own, your time is better spent uncovering what is new and exciting at the show. Make an appearance with your current vendors to see what they have to offer and then be on your way.

RULE #3 – Time Management. Keep your pre-planned meetings around mealtimes and as close to, if not on, the show floor. You can spend quality time with many prospects periodically throughout the day and still remain close to the action, making sure you target everyone on your list. And, while you don’t want to forfeit fun, retire to your room at a reasonable hour to review all the material and expand your notes. Check off companies on your list that you’ve already visited and set your sights on the next day’s top companies. Throw away any literature that will not be helpful in making buying decisions. When you return to the office, your notes will be more complete, you’ll remember the more important visits and you’ll have action items and next steps for thorough follow-up.

RULE #4 – Be Decisive and Specific. Take careful notes—by category, material, use, size, application, numbers, prices, etc. Get as much information on new products, jotting down the next logical step to take with that company. If you take careful notes, following-up will be a snap. To avoid lugging home literature in your suitcase, bring a shipping label with your company’s billing information with you and have your hotel box it up and ship it to the office for you.

RULE #5 – Go Left. When entering the show, most people turn to the right. If you enter the show and head to the left, you’ll be able to spend quality time at the beginning of the show with important companies who may get busy later in the show.

RULE #6 – Walk the Show Floor 3 Times. The 1st and 2nd walk-throughs are to visit as many high priority companies as you can. You’ve done your homework in advance so you’ll be able to cross companies off of your list as you go. Each night, you re-focus your efforts on those companies that you still need to see the next day.

The 3rd walk-through is to hit any important companies that you were unable to see the first two days. And, to collect any information from competitors or companies that were not as high a priority but still have something to offer.
Ask lots of questions and wriggle past the "greeter" at larger booths so you can talk with someone who has ample product and spec knowledge. If you can’t find the appropriate person to speak with in 5 minutes, leave and proceed to the next company on your list. You can come back when you’ve pared down the other high profile companies. Ask direct questions that will help you make a decision on the company and whether their products are a fit for you. Always ask companies what their advantages and disadvantages are compared to their competitors. You’ll learn much by seeing how a company describes themselves and their products when asked about their competition.

RULE #7 – Attendees should not look for things for their personal use! Buyers are not sent to a show to outfit their own home or wardrobe, etc. If personal shopping is a must, take an extra day and go shopping.

RULE #8 – Review, Review, Review. Part of the review should be to consider how these new products and services fit into what your company is doing or the direction in which you’re heading.

Finally, it is time to make buying decisions unless you need additional vendor information. Make your needs known to the company so they can address your company specifically and provide you exactly what you need to make a decision after the show.

You spend good money attending and exhibiting at trade shows. If you follow these suggestions, your time and effort will prove profitable. Writing orders will be easier and can be done with confidence. And, your company’s money will be spent wisely, opening up other opportunities to attend future industry trade shows.