Outside Sales in a Tough Market - Increase Sales at a Fraction of the Cost. - Elijah Logan Longview Texas

For those companies whose bottom line depends heavily on product and service sales to a struggling sector, part of the weathering a tough market means finding new ways to preserve the revenue stream generated by outside sales, while managing the sometimes hefty costs associated with it.
Part of what has always made field sales worth the expense is how well it lends itself to consultative selling. Account managers are able to build relationships with potential customers, understand their business, and based on that information create an educated solution to a problem that potential customers didn’t even know they had. At this point, account managers are proposing a buying vision and encouraging change, instead of peddling product features. It’s consultative sales on steroids, but research shows it works: 65% of companies who relate to customers so early in the buying process seal the deal.

The current market lends itself perfectly to this approach. Among the gloom and doom lies a golden opportunity for product and service providers to identify areas in which potential customers can use their solutions to streamline operations and cut costs. That approach translates into a lot of face-to-face time between potential clients and account managers.

So, how do companies on a tight budget reap the benefits of this proven sales technique for a fraction of the cost? By changing the cost-per-prospect ratio, or more simply: seeing more potential customers per travel expense.
Exhibiting in a trade show is one way to do it.For the same flight, lodging, rental car, and per diem investment, exhibitions provide companies exposure to thousands of potential customers instead of just a handful. Industry-exclusive trade shows eliminate a potentially lengthy lead qualification process by drawing decision-makers who are actively engaged in the buying process. It’s no wonder that sales cycles launched from trade show leads cost almost 50% less to close and close twice as fast as leads gained through field sales efforts; $550 and 1.4 sales calls compared to $997 and 3.6 sales calls, respectively.

Trade shows are also an ideal environment for personal, consultative selling on the fast track. Michael Carmichael, a regional sales representative for Kuriyama of America Inc. and a participant in dozens of industry focused B2B trade shows, describes the benefit this way: «It usually takes two to three days to visit my customers in a certain region, but these shows put all of them under one roof to get that face-time.»
Elijah Logan of EEP, sees results like these as proof of the power of industry shows focused on networking, deal-making and trade.
«Companies can reap the benefits outside sales provide, for a fraction of the cost through exhibiting in an industry focused B2B trade show,» Logan said. «It’s the most cost-effective way for product and service providers to increase sales in the face of a tough market.»

If you have questions about incorporating the benefits of an industry focused B2B trade show give me a shout. Be sure to check out the blog at ElijahLogan.com, and connect at @EliLoganTx

Five Sharp Ways To Write Emails That Can Get Your Sales Cycle Moving - Elijah Logan Longview Texas

Elijah Logan Longview
@EliLoganTx

Kait. Bill. Nick. All sales email gurus in their own right. All sales reps who taught me the secrets behind emails that convert without even knowing it.
To read ‘Five Ways to Write Emails that Sell’ which is inspired by Kait’s awesomeness, check out the blog at EliLogan.com. To find out how Bill’s and Nick’s sales emails jarred decision-makers out of inattention and into response, stick with me.

Bill’s press release distribution service email achieved the incredible: I received it, noticed it, opened it, and read it. ALL OF IT. So, how did Bill’s email grab his attention and keep it, until the very end?
He didn’t waste a moment getting to the benefit. After briefly covering how his service could help us save money and get free press, he included an early call to action. When you start with a hard-hitting value prop, it makes sense to close early. Folks on mobile devices will also appreciate not having to scroll through an entire email to act.

After Bill’s first call to action, he included three more. How did he create an email that continuously closed without being off-putting? Through structure: he launched into the benefit immediately then closed with a call to action. Below that first close was a bulleted list of the value proposition, further translated into additional benefits. Then close number two. Below that, testimonials with the hard numbers bolded. Then the final close.

He avoided confusion by choosing one method of response for the entire email and sticking with it. All of those calls to action asked us to do the same thing: click. If you have more than one call to action in your email, pick one way you want them to react and stay consistent.

Nick was a sales rep for a marketing automation company who had reached out to me several times and never received a response. He got one with this email.
Subject Line: Curious Silence?
«I reached out to you a few times about *Company Name Here* but haven’t heard back.
Curious if this silence is because you’re currently tied up with other projects or have no interest in evaluating marketing automation for your team.
Would love to hear from you either way.
Have a great day!»
I adopted a version to send to my clients and saw open and response rates skyrocket from prospects who seemed dead in the water. Nine times out of ten, this email generates momentum from even the coldest leads. Here’s why:
This subject line is effective because it’s short, intriguing, and presented in the form of a question, which automatically engages the prospect.
The humor is clever, but not edgy. The copy stays value-based, direct, short, and the low-pressure outro takes a little bit of the edge off. It’s perfect.
The stark choice in his email is easy to spot. It boils the whole situation down to an A or B scenario, which facilitates decision-making like a dream. Spoil your prospects with more than two choices and they’re forced into evaluation mode, which turns talking to you into a task that requires time they probably don’t have.
The stark choice has the power to spur your prospects to action, but can be disastrous if you make the mistake of getting pushy or going for shock value here. End that sentence with something like «saving your business» or «doing the right thing» and just like that, you sound aggressive and hostile. If you’re going to use the stark choice, plainly and objectively state what moving forward with your company looks like for them. Remain informative and objective.
Thoughts? Tips? Share them with me. Be sure to check out the blog at ElijahLogan.com, and connect at @EliLoganTx

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Conference or Exposition? Why Show Formats Should Influence Setting Trade Show Objectives

Longview Texas' own Elijah Logan
@EliLoganTx

Last week’s post covered who should be setting trade show objectives and when they should be set. An additional factor that should influence your trade show objectives is the format of the show and how the corresponding focus affects the amount of face-time you’ll get with attendees and new ways to spend it.

For the most part, industry events break down into two formats:

Conference series with a trade show attached
Trade shows/ expositions

How the show format factors into setting your trade show objectives:

Trade shows and expositions are focused solely on trade, the debut of new products and facilitating networking between industry professionals. Since attendees of these types of shows do not observe a conference schedule, your booth staff will have time to focus on qualifying serious buyers.
When it comes to exhibiting in trade shows that are attached to conferences, knowing the conference schedule and how it affects attendee traffic will help you set realistic objectives. Your goals will be based on educated projections of how much face time you’ll actually be spending with attendees.

What to consider if you’re exhibiting in a trade show/ exposition:

Are you qualifying attendees based on what stage of the buying process they’re in? According to Exhibit Surveys, 49% of tradeshow attendees surveyed planned to purchase in the next 12 months and 66% rate their booth visits as very or extremely valuable in comparing and evaluating offerings for future purchases.
Both of these statistics confirm that attendees of trade shows and expositions are actively engaged in one part or another of the buying process. But as an exhibitor, do you know which stage?
Potential customers who are in different stages require different types of information to progress through the initial stages and reach a buying decision. Discovering which stages they’re in and tailoring your sales message to them is the key to establishing a relationship early and winning the bid.
How to sell to customers in each stage:
According to A Guide to Understanding the B2B Buying Process, by the Inbound Sales Network:
«Communication during the ‘Awareness Stages’ should introduce your prospects to industry trends that point to developing issues and the business value of adopting change. This early consultative approach is crucial: Forrester Research reports that 65% of vendors that create the buying vision during this early stage get the deal.
Communication during the ‘Evaluation Stages’ should:

Find your unique point of view which can challenge prospect’s assumptions and create more demand

Create clear points of differentiation between you and your key competitors

Communication during the ‘Decision Stages’ should highlight customer success stories and demonstrate how your customers have achieved „successful project implementation and business value.“

What to consider if you’re exhibiting in a trade show attached to a conference:
Is the exhibit hall completely closed to attendees during conference sessions? If so, take the opportunity to find exhibiting companies with whom you can do business and set appointments with them, outside of the venue, during the time the show floor is closed. This way, you’re networking and gaining exposure with qualified leads while attendees are unavailable.

Does the trade show portion of the conference series remain open for attendees who have not paid to attend conferences? This is the most common type of conference series with a trade show attached. Although the show floor is not closed completely, attendee traffic tends to slow while conferences are in session.
When traffic slows, this is a prime opportunity to connect with other exhibitors who represent potential customers or partners. Again, knowing how to maximize these periods whereas an exhibitor, you’re competing with conference tracks for the attention of attendees is crucial to maximizing your investment. By networking with exhibitors, you’re interacting with potential customers regardless of the effect the conference has on the traffic flow.

Knowing the conference schedule will also help you plan the best times to conduct giveaways, announcements, product demonstrations and more. This way, promotions designed to draw a lot of traffic to your booth can happen when the conference schedule allows the maximum amount of attendees on the floor.

Does your business perform better at conferences with trade shows attached or trade shows and expositions focused solely on trade? Why? Share your story in the comments. Be sure to check out the blog at ElijahLogan.com, and connect at @EliLoganTx

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How Trade Shows Can Help Launch your Business in New Industries - Elijah Logan Longview Texas

Elijah Logan Longview Texas

Are you a small business looking to generate more sales leads? It may be time to get vertical.
According to this recommendation of contributor and Business Refinement, LLC founder Michael Kaleikini, the best way to break into a new vertical is to begin connecting with industry partners who can help you reach decision-makers directly.

One of the fastest and most cost-effective ways to do just that is to begin sponsoring or exhibiting in industry trade shows. Trade shows allow exhibiting companies to:

Gain face-time with prospects and industry professionals: This article from www.MarketingProfs.com shows that decision-makers value face-to-face communication more than any other form of communication for fluid decision-making and purchasing processes.

Build professional relationships that will last the lifetime of your business: An EventView study reports that 62% of senior executives chose event marketing as the discipline that best accelerates and deepens relationships.

Close sales faster and spend less doing it: In addition to exhibiting being one of the most valuable assets for initiating long-lasting relationships, it’s one the most cost-effective methods of lead generation in business. A study published by the Center for Exhibition Industry Research (CEIR) shows that sales cycles that result from trade show leads close faster and cost less to close than outside sales leads; $550 and 1.4 sales calls compared to $997 and 3.6 sales calls, respectively.

Participation in trade shows provides businesses with a smooth transition into a new vertical, with the potential to achieve big results quickly.

Mark LaCour of modalpoint, a company that helps organizations sell their products to the oil and gas industry, has seen the power of trade shows first-hand. «After sponsoring a breakfast track at a trade show, I watched one of our clients go from zero dollars of revenue from the oil and gas industry to ten million dollars in twelve months.»

Has your organization expanded into another industry using trade shows? Share your insights. Want more information on B2B trade shows? Visit the blog at ElijahLogan.com and connect with me @EliLoganTx

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Booth Staff for Your Next Trade Show - The Value of Technical Experts

Elijah Logan
@EliLoganTx

When most people think of trade show booth staff, they picture a gaggle of first-rate sales reps. They’re talkative, friendly, knowledgeable professionals who will connect with leads, discover the challenges they face in their businesses and mold product-centric solutions.

There’s no doubt that these folks should be in the booth. But they shouldn’t be alone.
The salesperson described above employs a particular set of techniques that have been successful in the past, but are becoming obsolete in modern business to business sales. These techniques were effective on purchasers who understood the problems their business faced, but didn’t know how to fix them. With endless amounts of product information available online, that’s not the case anymore.
This Corporate Executive Board study found that most B2B customers have completed 60% of a purchasing decision before they open dialogue with potential suppliers.
By that time, most customer have reached an understanding of their problem and, through research, have arrived at a solution. When they do begin speaking with a suppliers, they’re looking for the organization who can most efficiently and cost-effectively implement that solution.

This is where the importance of including technicians-turned-salespeople in your booth is evident. Legitimate purchasers are more likely to have detailed questions and these technicians-turned-salespeople are in a unique position to provide specialized information that paints a picture of fulfillment for potential clients’ existing, self-arrived solution.

Employing a focus on technical information shouldn’t stop at your booth. A study by Gelb Consulting shows that 56% of trade show attendees claim that purchasing decisions resulted from various factors, including the trade show booth. It makes sense if they’re among the 60% referred to above. Including technical sections on your website or publishing white papers in industry publications ensures that the information provided by the technical expert manning your trade show booth is consistent across marketing channels and widely available.

Not only will this technique drive sales and lead conversions from trade shows, it will position your company as an industry expert, which is exactly what savvy industrial buyers are looking for.

Are you a die-hard believer in solution sales? Or is the technique another casualty of the Information Age? Share it in the comments! Be sure to check out the blog at ElijahLogan.com, and connect at @EliLoganTx

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When to Set Trade Show Objectives and Who Should be Doing it - Elijah Logan Longview Texas

Elijah Logan Longview Texas

It’s well established how to best set trade show objectives and why it’s important, but who should be doing it? And when? That depends on how compartmentalized the sales and marketing departments are within your organization.

If marketing and sales are clearly defined departments, align them by fostering communication between the two before and after each trade show.

Hugh MacFarlane of MathMarketing conducted a study that revealed that businesses whose sales and marketing departments are aligned close 38% more business than their non-aligned counterparts. Sometimes achieving alignment means overcoming a cultural rift that can develop between these two groups. That divide is usually based in a disagreement on just which department is the driving force behind customer acquisition.

Bridging this gap is important, especially when it comes to setting trade show objectives and goals. Including a sales liaison in exhibit planning meetings or surveying booth staff upon their return from trade shows are just a couple ways to foster communication that will ensure you’re establishing realistic goals. To see more ways to overcome this divide and how it applies to other areas in your business, check out Harvard Business Review’s End the War Between Sales and Marketing.

If your company does not have a formally established a marketing department, set your objectives when you coordinate your company’s annual trade show schedule.

For most small to medium-sized companies, managers and members of the sales team come up with promotional ideas and are most likely responsible for the planning and execution of the organization’s participation in trade shows. When this is the case, it can be tough to establish a trade show objective when you’re the individual responsible for meeting sales goals and coordinating the company’s participation in eight to ten trade shows a year.

If you wear several hats within your company, just keep your trade show hat on a little longer at the beginning of the year. The benefits of setting your trade show objectives at the same time you’re coordinating your company’s trade show schedule are:

Maximizing your trade show investment: The SMART method of goal-setting gives you a solid way to track and measure success, identify and refine best practices and ditch the elements that don’t contribute to revenue generation.

Ensuring you’ve purchased the right amount of booth space: If your objective in participating in a 2,000+ booth trade show is to gain exposure, you may not accomplish that with a standard 10′ x 10′ space. Conversely, if your goal is to build a database, reserve a 10′ x 10′ space and concentrate on creating a powerhouse contest or giveaway.
Establishing early-on what your booth space should accomplish in each show will ensure you never spend money on wasted space.

Cutting costs: Most trade shows partner with general service contractors who offer early-bird discounts on things like furnishings, carpet and other booth amenities. Getting organized early means taking advantage of these discounts in addition to knowing exactly which proprietary items you’ll need in the booth. This will help eliminate last-minute shipping, printing and production expenses.

Although some objectives may change slightly by the time the show actually takes place, it’s easier to make adjustments to your goal than to attempt to formulate it weeks before the show in the midst of show-related deadlines.

Other things to consider when setting your trade show objectives and goals are the format of the trade show, the focus of the show (largely educational vs. sales-oriented) and where that focus positions attendees in the purchasing process.
In the meantime, it’s your turn! Have you experienced trade show success that’s a result of setting goals? Share your story in the comments. Be sure to check out the blog at EliLogan.com, and connect at @EliLoganTx

Who is Elijah Logan?
Elijah Logan is a consultant and serial entrepreneur who partners with companies across the globe to effectively unlock relationships with clientele in numerous core industries. His expertise was developed through a series of B2B trade shows, effective content platforms, and automates sales and marketing adoptions.
He has developed, produced, and managed 1.4 million square feet of B2B trade show space, serving over 2600 exhibiting companies and attracting over 300,000 attendees from 42 states and 17 countries. These offering resulted in over 550 million dollars in community economic impact, and has generated over 16.4 billion dollars in revenue for his clients.
In the digital content market Elijah has developed over 300 digital properties delivering bleeding edge news, industry relevant communications, and educational marketplaces to facilitate client’s development of effective marketing strategies.

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Drive More Customers to Your Booth Through Better Email-Invite Open Rates - Elijah Logan Longview Texas

Elijah Logan Longview Texas
@EliLoganTx

A customer/ potential customer email list is a valuable resource when it comes to promoting your presence at a trade show. But with most decision-makers receiving up to 400 emails a day, how do you ensure your message stands out enough to be opened and read?

Make sure your subject line is succinct and clear about what’s contained in the email:
Come See [Insert Company Name] in [BOOTH#] at the 20xx Expo

[Insert New Product/ Service/ Location] to [Launch/ Premier] at the 20xx Expo

Don’t write it in all CAPS; most recipients see all CAPS and think SPAM

Ensure that your company name is prevalent and visible in the «From» area; this will help your recipients recognize and remember you. It will also make it less likely for your company to receive SPAM complaints.
Make sure your email content is clear, concise, informative and to-the-point
Once you’ve come up with some good subject lines, figure which ones work best by engaging in A/B testing:

Take a predetermined number of email addresses and break them into List A and List B. Pick a small round number, like 50 addresses for each list for a total sample size of 100 recipients.
Use a different subject line for each email.
Send both emails and after a certain amount of time (an hour or maybe an hour and a half, stop the email blast.
Look to see which email is receiving more opens. Take the most successful subject line and send it to the remainder of your list.
Once the blast is completed and your analytics are in, change your subject line and send the blast again, minus the opens. Repeat this process until you’ve seen an acceptable open rate for that message.
Sounds spammy, doesn’t it? As long as you’re removing the email addresses of the contacts that have opened your message with each new send, you’re in the clear. Remember: contacts that have not opened your email have no idea they’re receiving the same content because they’ve never laid eyes on your original message.

Looking for more information on what an acceptable open rate is for your industry/ email list size? Or need recommendations on which email marketing service would work best for your company? Check us out on Twitter (@EliLoganTx) Be sure to check out the blog at ElijahLogan.com, and connect.

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Drive More Customers to Your Booth Through Better Email-Invite Open Rates - Elijah Logan Longview Texas

Elijah Logan Longview Texas
@EliLoganTx

A customer/ potential customer email list is a valuable resource when it comes to promoting your presence at a trade show. But with most decision-makers receiving up to 400 emails a day, how do you ensure your message stands out enough to be opened and read?

Make sure your subject line is succinct and clear about what’s contained in the email:
Come See [Insert Company Name] in [BOOTH#] at the 20xx Expo

[Insert New Product/ Service/ Location] to [Launch/ Premier] at the 20xx Expo

Don’t write it in all CAPS; most recipients see all CAPS and think SPAM

Ensure that your company name is prevalent and visible in the «From» area; this will help your recipients recognize and remember you. It will also make it less likely for your company to receive SPAM complaints.
Make sure your email content is clear, concise, informative and to-the-point
Once you’ve come up with some good subject lines, figure which ones work best by engaging in A/B testing:

Take a predetermined number of email addresses and break them into List A and List B. Pick a small round number, like 50 addresses for each list for a total sample size of 100 recipients.
Use a different subject line for each email.
Send both emails and after a certain amount of time (an hour or maybe an hour and a half, stop the email blast.
Look to see which email is receiving more opens. Take the most successful subject line and send it to the remainder of your list.
Once the blast is completed and your analytics are in, change your subject line and send the blast again, minus the opens. Repeat this process until you’ve seen an acceptable open rate for that message.
Sounds spammy, doesn’t it? As long as you’re removing the email addresses of the contacts that have opened your message with each new send, you’re in the clear. Remember: contacts that have not opened your email have no idea they’re receiving the same content because they’ve never laid eyes on your original message.

Looking for more information on what an acceptable open rate is for your industry/ email list size? Or need recommendations on which email marketing service would work best for your company? Check us out on Twitter (@EliLoganTx) Be sure to check out the blog at ElijahLogan.com, and connect.

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Five Sharp Ways To Write Emails That Can Get Your Sales Cycle Moving - Elijah Logan Longview Texas

Elijah Logan Longview
@EliLoganTx

Kait. Bill. Nick. All sales email gurus in their own right. All sales reps who taught me the secrets behind emails that convert without even knowing it.
To read ‘Five Ways to Write Emails that Sell’ which is inspired by Kait’s awesomeness, check out the blog at EliLogan.com. To find out how Bill’s and Nick’s sales emails jarred decision-makers out of inattention and into response, stick with me.

Bill’s press release distribution service email achieved the incredible: I received it, noticed it, opened it, and read it. ALL OF IT. So, how did Bill’s email grab his attention and keep it, until the very end?
He didn’t waste a moment getting to the benefit. After briefly covering how his service could help us save money and get free press, he included an early call to action. When you start with a hard-hitting value prop, it makes sense to close early. Folks on mobile devices will also appreciate not having to scroll through an entire email to act.

After Bill’s first call to action, he included three more. How did he create an email that continuously closed without being off-putting? Through structure: he launched into the benefit immediately then closed with a call to action. Below that first close was a bulleted list of the value proposition, further translated into additional benefits. Then close number two. Below that, testimonials with the hard numbers bolded. Then the final close.

He avoided confusion by choosing one method of response for the entire email and sticking with it. All of those calls to action asked us to do the same thing: click. If you have more than one call to action in your email, pick one way you want them to react and stay consistent.

Nick was a sales rep for a marketing automation company who had reached out to me several times and never received a response. He got one with this email.
Subject Line: Curious Silence?
«I reached out to you a few times about *Company Name Here* but haven’t heard back.
Curious if this silence is because you’re currently tied up with other projects or have no interest in evaluating marketing automation for your team.
Would love to hear from you either way.
Have a great day!»
I adopted a version to send to my clients and saw open and response rates skyrocket from prospects who seemed dead in the water. Nine times out of ten, this email generates momentum from even the coldest leads. Here’s why:
This subject line is effective because it’s short, intriguing, and presented in the form of a question, which automatically engages the prospect.
The humor is clever, but not edgy. The copy stays value-based, direct, short, and the low-pressure outro takes a little bit of the edge off. It’s perfect.
The stark choice in his email is easy to spot. It boils the whole situation down to an A or B scenario, which facilitates decision-making like a dream. Spoil your prospects with more than two choices and they’re forced into evaluation mode, which turns talking to you into a task that requires time they probably don’t have.
The stark choice has the power to spur your prospects to action, but can be disastrous if you make the mistake of getting pushy or going for shock value here. End that sentence with something like «saving your business» or «doing the right thing» and just like that, you sound aggressive and hostile. If you’re going to use the stark choice, plainly and objectively state what moving forward with your company looks like for them. Remain informative and objective.
Thoughts? Tips? Share them with me. Be sure to check out the blog at ElijahLogan.com, and connect at @EliLoganTx

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Getting The Most From Attending A Trade Show - Elijah Logan Longview Texas

An Attendee Guide by Elijah Logan Longview Texas

Trade shows can be an excellent opportunity for you and your business, whether you are an entrepreneur or you’re representing the company you work for. Thousands of people set up trade show booths and trade show displays across the country at a huge variety of industry events. However, many people don’t know how to take advantage of the opportunities a trade show offers. Some plan on simply attending, setting up their trade show booth, and then staying there all day hoping to attract new business. Manning a trade show display is only part of the reason you should be attending a trade show. The other vendors at a trade show can provide you with a wealth of new information and contacts in your industry; all accessible in the same room on the same day—this is the unparalleled attraction of a trade show for your business.

If you plan to attend a trade show, make sure you are not the only person there representing your company, even if you are a small business owner with few employees or a sole proprietorship. You will need at least one person to staff your trade show booth, and another to walk the floor taking in the other trade show displays. If necessary, get your spouse or a good friend to come with you and give them a crash course on how to handle your trade show booth while you check out the other vendors – and only do so when it is slow so you don’t miss important business opportunities. When you make reservations for the hotel you will stay at during the show, try to find a room as close as possible to the actual location—preferably within walking distance. That way, you won’t have to bring anything with you to the venue other than the materials for your trade show display.

Before you attend a trade show, go over the list of vendors who plan to put up trade show booths. Make lists of the vendors you must see, the vendors you would like to see, and those you can live without seeing. You may even be able to schedule appointments with your top priority vendors. Research the companies and determine ahead of time what you would like to find out from each trade show display and what your goals are regarding each vendor: are they competition, or a potential contact? If they are a potential contact, how would they specifically benefit your company? Have questions ready to ask vendors to save yourself time walking the floor. Another good timesaving strategy is to obtain a map and a directory of the trade show when you arrive on location, before the show begins. Use the map to plan your route, and check your prioritized list of vendors against the directory to find out whether any vendors have been added or dropped out.

During the trade show, be active in your quest for information. Don’t feel bad about passing by trade show booths that don’t interest you. Like you, they are attending the trade show to generate new business, and they don’t want to waste time talking to someone who isn’t a potential customer. Visit your targeted trade show displays, engage in a dialogue with the vendors, and ask questions. If the trade show booth offers handouts, samples or other materials, take only those you actually want to find out more about. It can be difficult to tote a loose stack of glossy brochures, catalogues, and bulky product samples around a busy trade show floor. If possible, arm yourself with an empty briefcase or duffel bag to stow materials. Use your time wisely to gather intelligence on your competition and make new industry contacts that will benefit your company.

When the trade show ends, especially if it is a multiple-day event, take the time to make notes and organize the materials you gathered before you leave the event. If you need to mail reports, brochures or other materials to your colleagues, prepare the mailings right away while «who gets what» is still fresh in your mind. Make sure to store your trade show display safely so nothing is damaged and you can find everything you need the following day. When you return from the trade show, remember to follow up with the contacts you have made—and start preparing for next year’s trade show!

For more trade show and marketing tips visit blog.ElijahLogan.com and connect @EliLoganTx

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