Issue link: https://iconnect007.uberflip.com/i/1532533
• Choose the right show: Not all trade shows are created equal. Do your research. Research the audience, the industries rep- resented, and past attendance. Focus on events where your ideal customers and partners will be. I highly recommend find- ing a show you're interested in and then walking the show floor prior to deciding whether you should exhibit there. • Design your booth for impact: Your booth is your storefront. It needs to grab atten- tion and communicate your value instantly. Invest in clear, professional graphics that highlight your unique selling points. Ensure it is welcoming and functional with space for demos and discussions. • Build buzz before the show: Don't wait until the show to start promoting. Announce your attendance in advertise- ments, a press release, social media, your website, and email newsletters. Offer incentives for visiting your booth, such as giveaways, product demos, or a chance to win a prize. 2. Operating the Booth With Your Front Line Team e people in your booth are the face of your company. eir attitude, knowledge, and pro- fessionalism make or break your success. Make sure they are active. ere is nothing that looks worse than seeing people sitting in the back of the booth looking at their phones or having so many of your own people in your booth that it looks like a party. Your potential customers will not be interested or comfortable in crash- ing your party. • Choose the right people: Your booth team should be friendly, outgoing, and knowledgeable. ey must understand your products and services inside and out and, just as importantly, know how to lis- ten and engage with potential customers. • Train your team: is one is very impor- tant. Don't assume everyone knows how to work a trade show booth effectively. ey don't. Provide training on how to greet visitors, qualify leads, and deliver concise, impactful elevator pitches. Role- play scenarios to prepare them for differ- ent types of interactions. • Keep energy levels high: Standing in a booth for hours can be exhausting. Sched- ule regular breaks for your team so they stay fresh and enthusiastic. Encourage them to walk the floor on breaks, if they can. Keep water and snacks on hand to prevent fatigue. • Engage, don't just sell: Visitors don't want a hard sales pitch; they want solu- tions to their problems. Train your team to ask open-ended questions so they can understand a visitor's needs and tailor their responses accordingly. is is an important skill that makes good salespeople great. ere is no better time to hone this skill than at a trade show. 3. Getting Leads is is the lifeblood of trade show success. Leads are the reason you're there, and remem- 38 PCB007 MAGAZINE I FEBRUARY 2025