Networking for Business Growth and Trade Show Sales


By Lewis Green


Far too many of us waste good opportunities when we fail to network effectively because we employ tired techniques at trade shows. The following bullet points should increase your effectiveness and boost your sales at your next trade show:

Attending Only:

Arrive early for the breakfast event, join a nearly full table, and share your business card and brochure with everyone seated at your table.

Listen, learn and begin building these new relationships. Remember, showing interest in others is a good habit to get into.

Be sure to get business cards so you can add them to your distribution lists and then follow-up later to continue the art of relationship building. Remember, in addition to potential clients, building relationships results in referrals and word-of-mouth brand and business development.

Do the same for the luncheon and/or evening hors d’oeuvres.

Visit every booth and learn—what are the products and services offered, how do they market those products and services, what are their challenges, how successful is their booth at this show and at others, etc. Gaining knowledge is gaining power and this kind of power can be worth thousands in future receipts.

Be sure to get business cards from every business that fits your target market. And, of course, leave your business card and brochure in the hands of the person staffing the booth.

Use what you learn and your list of new contacts to grow your business.

Networking is not about selling; it is about building relationships. Building good relationships leads to win/win situations.

Exhibiting:

Create a booth display that puts your best foot forward. The impression your booth leaves with attendees and other exhibitors represents your brand, your products and your services.

Everything about your presence should say quality, service, credibility, honesty and trustworthiness.

Pre-market—get a list of the pre-registrants and the exhibitors and send out invitations to each person on the list, inviting them to visit your booth. Using a hook—a freebie or a raffle, for example—can increase attendance at your booths.

Send out invitations to attend the trade show and to visit your booth to everyone on your private distribution/contact lists. By doing so, you build attendance for the show, you assist others by alerting them to the show, and you increase attendance at our booth.

Gather business cards in a fish bowl or basket for a raffle,. By placing notice that those entering the raffle give you approval to add them to your distribution lists, you build new opportunities for new relationships and for business growth.

Follow up with every contact made at the trade show. Setting a coffee or a lunch date is a great way to get to know others better and to discover ways you can help each other.

Always add your new contacts to your distribution lists and your newsletter list.No matter how great our booth and our collaterals are or how much money we spend to look first-class, the key is to place relationship building above all other goals and objectives. When we approach others with the idea of learning more about them and wanting to build a relationship with them based on trust and honesty rather than sales, not only do we grow our businesses but, more importantly, we and our brands build a reputation based on values instead of products and services. And I believe that savvy business people ultimately buy first from those with similar values and those they trust.


More Resources

Unable to open RSS Feed $XMLfilename with error HTTP ERROR: 404, exiting

More Networking Information:

Related Articles

Plan for the Event or Flounder
Rather than being there to eat the food and drink the drinks, planning before attending an event will change your view.Have you ever attended an event and seen all the people gravitating towards the food and the drinks? That is the first thing people seem to go for.
How to Gain Maximum Value from Your Networking Time
One of the best ways to get business is through networking. That's what the majority of people I speak to tell me.
Network Marketing Secret: On Becoming the 'GoTo' Guy
For years we've been taught to identify ourselves as reps for one XYZ company or another.~We have our fancy business cards printed, some letterhead, maybe an address stamp.
The Answer to Your Worst Networking Nightmare
Imagine you just met your ideal client at a networking event. He's friendly, has great ideas and could use a valuable person like you to help grow his business.
Why Cant I Remember Your Name?
You're terrible with names. You forget someone's name within ten seconds of their introduction, and it embarrasses you.
The 4 Actions of Awesome Hospitality
These Actions of Awesome Hospitality? will help you manifest the power of approachability through your organizational front porches.AWESOME ACTION #1: Go Beyond the Door My friend, Pastor Bob Farr of the St.
Did You Market Yourself Today?
"If you build a better mouse trap - the world will beat a path to your door."Do you still believe that?Let's try another one.
Five Steps for Expanding Your Customer Base with Guerilla Networking
As a single company, it is impossible to provide your customers with all the services they desire for every aspect of their life; but with guerilla marketing, you can come close. By partnering with companies that provide different, yet complimentary, services to your business, you can create a network of reliable resources for your customers.
Unforgettable First Impressions Part 4: Become a Social Gift Giver
Do you ever wonder why single people give flowers, wine, candy or mix CD's on first dates?Bingo! Because they want to get lucky!Just kidding. They bring gifts because they want make a great first impression.
Acknowledging Referrals! What's in It For You?
I grew up in a household where saying thank you was a code of behavior that was absolutely essential. There were simply no exceptions.
Test Your Networking Know-How
Let's test your knowledge on networking:1)The best definition of networking is:a) Schmoozing at meetings and events b) The solicitation of funds c) Building and maintaining mutually beneficial relationshipsd) Marketing and selling your products and services to everyone in the room so you can meet your sales quota before your boss fires you2) Why do you network?a) To develop your businessb) To help other peoplec) To share informationd) All of the above3) What are the most effective ways to network?a) Regularly attending meetings, events and activitiesb) Talking to random people in the streets, stores, busses and bathroomsc) Offering referrals, resources and recommendationsd) It doesn't matter as long as you help others first and remember that it ain't about you4) True or False: Networking is not a skill, but rather a hereditary trait passed down from your father not unlike height or Male Pattern Baldness.5) True or False: Networking isn't always strategic, but frequently occurs by an accident and/or stroke of luck which falls in your lap like a gift from God.
Volunteering for a Networking Group
When is it appropriate to volunteer to take a position in the group?Have you heard the saying that "the fastest way to get anything done is to ask a busy person"? It is very true. What it actually boils down to is the fact that busy people are often very well organized and have the ability to delegate some of their tasks.
Lesson 15 - Meeting the Prince with More Reputation than Power
The StoryBusiness has a habit of testing us as individuals and as entrepreneurs. Several years ago I retained my first entertainment agent to represent my business and me.
Savvy Networking: Grow Your Business and Your Career
Did you know that contacts are the bread of career life? In times of change, information and relationships are a source of power. Savvy networking will help you to tap into this power to grow your business and your career.
Increasing the ROI on Your Networking
Networking requires an investment of time, money and effort. Here are four ways to be sure your return on that investment is worthwhile.
Work that Room, Baby!
Networking, schmoozing, making connections. Call it what you want, it's something that is a necessity if you want to do business today.
Effective Networking
The process of finding out about a job, getting interviewed, and eventually receiving an offer for employment starts with networking. By networking I don't mean sending out hundreds of copies of your résumé unsolicited to H.
Planting the Seeds of Greatness - Make it Great Newsletter #7
Thought of the WeekThis week, I'd like to challenge you to try something: Give something to someone that you know can never repay the favor. This could be something simple like opening the door for someone with their hands full, or buying lunch for a complete stranger at your local bistro.
Your Front End
While surfing for traffic or browsing your safelist emails, you are sure to have noticed the very large number of networkers promoting similar, if not identical, programs. Empowerism and Profit Rally are everywhere, as are health related and telecom based MLM opportunities.
Social Network Software
My neighbor - a lovely man I've known, and have had social contact with for years - is the COO of one of the world's largest companies. He's read my books, is familiar with my concepts, and is a fan.