Protecting Your Interests: Using Competitive Intelligence Gathering Techniques at Tradeshows to Safeguard Your Bottom Line

By Susan A. Friedmann

“This looks absolutely amazing!” The attendee was smiling, eyes bright, and a wide grin. “If this is what I think it is, I’m pretty sure this piece of equipment will solve all of our problems.” He turned to the booth staffer, a young woman at her very first show. “Could you tell me how it works?”

The staffer, thrilled at the possibility of selling a piece of equipment that sells for hundreds of thousands of dollars, was more than accommodating. She answered every question, even the most technical.

When the prospect wanted to take some pictures, she helped him get good shots—from every conceivable angle. When the prospect left, he had every relevant piece of sales literature. He also had a dozen great digital pictures, the card of the booth staffer, and a promise that someone from the exhibitor’s company would be following up directly after the show.

However, the attendee didn’t let the grass grow under his feet. His organization was in touch with the exhibitor’s organization within days.

However, instead of a purchase order, the communication was coming from the attendee’s legal department—who had a pretty good case that the exhibitor’s display model was based on their proprietary design!

Tradeshows offer the most overt intelligence gathering environment imaginable. There is no other place where you can find all of the companies in one industry gathered in a convenient location, with all their offerings on display. Helpful booth staffers will answer questions, often those questions that should raise red flags among an exhibiting team.

This can work against you, or as illustrated in the story above, it can work for you. The world is getting smaller every day. Ideas are stolen. They’re copied, reverse engineered, you name it. However, as the owner and originator of these ideas, you may have no idea that this has happened—until you stumble across the results at a tradeshow or industry event.

In an increasingly competitive world marketplace, you can’t depend on chance discoveries! Savvy tradeshow exhibitors and attendees know that they have to take the initiative, and carefully approach tradeshows with one eye toward protecting their own intellectual assets.

Determine a goal for your staffers or employees you’re sending to attend a show. Make it clear to them what type of thing they’re to look for: products that duplicate your own, for example, or that incorporate proprietary technology without permission.

It is never your employee’s role to have a confrontation about these topics at the show. Instead, their role is, as illustrated above, to gather as much information as possible about the product and company, and relay that data back to your headquarters, where it can be acted upon by the appropriate personnel.

Preparation is essential. You can’t send your staffers in with the command to protect your interests without equipping them to do so. Here’s how you start that preparation:

Prior to the show, study the exhibitor list. Identify which companies you already know, and make special note of any new names. It is far more common for emerging, smaller organizations to engage in unscrupulous activities—if only because the larger, behemoth firms have legal firms that keep them from getting into trouble. Sometimes, show organizers make this easy by listing exhibitors by industrial categories, but other times you’re left facing an alphabetical list.

Create a “hit list” of companies that you absolutely have to see. Of course you’ll want to visit your major competitors—but don’t be myopic. It is important to pay careful attention to any unfamiliar exhibitors, even if they are only tangentially related to your industry.

Augment your target list with pre-show research, including what readings from trade publications and industry knowledge. This will generally give you a starting point for your investigations. Pinpoint those items you definitely want to know more about, and include these on your team’s list of goals and objectives.

At the same time, it is vitally important to remain aware and open to any information that may arise serendipitously. It is impossible to know ahead of time what your team will encounter while they’re walking the show floor.

Having the skills and wit to recognize copyright infringement and intellectual property theft, no matter what form it takes, is a valuable asset in any employee. Make sure you recognize and reward your team appropriately!

Written by Susan A. Friedmann, CSP, the Tradeshow Coach, Lake Placid, NY, internationally recognized expert working with companies to increase their profitability at tradeshows. Author: “Riches in Niches: How to Make it BIG in a small Market” and “Meeting & Event Planning for Dummies.” www.thetradeshowcoach.com and www.richesinniches.com

Published Networking Today October 2008

Rising Exhibiting Costs Places New Premium on Efficiency

By Susan A. Friedmann

There is good news in the world of tradeshow research: according to a recent study by Exhibit Surveys, an industry research group, a considerable number of new attendees are coming to tradeshows. At the same time, 39 percent of attendees report that their buying decisions are favorably influenced after viewing a company’s exhibit.

That’s the good news. The bad news is that the rising fuel, energy, and transportation costs that are impacting every sector of the economy have not skipped over tradeshow exhibiting. The cost per attendee has risen nearly 20 percent. A typical exhibitor is spending $261 per attendee that they speak with – a number that is up 15 percent over the last two years.

The question then becomes, how do you make the most out of every exhibit? It is no longer sufficient to simply generate a positive ROI. You need to ensure the maximum ROI possible, in order to justify these spiraling costs.

Here are the top five ways to get the most out of every tradeshow:

1. Do Your Homework
   
   To realize maximum ROI, you have to ensure that you’re exhibiting at the right shows. You will not generate a positive ROI, much less a maximum ROI, if you’re not positioning yourself in front of an audience likely to be interested in your products and services.Research shows carefully before making a commitment. What shows are the largest? Which shows attract your target audience? Some exhibitors have had great success setting up shop at shows outside of their traditional industry group – this may be a strategy you want to consider.
   
   Bear in mind some larger organizations have their own shows. This trend has obvious positive and negative ramifications – but a savvy exhibitor will be able to make the most out of the opportunities this change affords.
   
   
2. Emphasize Pre-show Promotion
   
   Pre-show promotion is the single most important determining factor in generating show traffic. If you want to have a lot of people, particularly people who are likely to be interested in your products and services, you need to make a concerted effort to reach out to them before the show.
   
   There are a number of ways to do this. Some broad-based approaches include placing ads or inserts in industry journals, advertising your participation on your Web site and industry discussion forums, and more. You can target your best customers – and the organizations you want to have as your best customers – with direct mail, email communications, phone calls, and in person reminders from your sales force.
   
   
3. Send Your Very Best People
   
   Your booth staffers act as your organizations’ representatives. You want to send the very best people available: individuals who have great product knowledge, strong sales skills, the ability to think on their feet, and can thrive in a high-pressure, high-stress environment.
   
   Focus on selecting staffers who are genuine and enthusiastic. An upbeat personality is definitely a plus – shy, introverted types may have superlative technical skills, yet wilt when thrust into the tradeshow spotlight. If you’ve a really technical audience, it’s fine to bring your best and brightest minds to be on call to answer questions – but leave the meeting and greeting, selling and schmoozing bit of the show to your sales professionals.
   
   
4. Think Through Show Specials
   
   Too often show specials are last minute deals – “Sign up now and we’ll give you 15% off.” That’s not the way to handle show specials.
   
   For maximum appeal, you want to craft a show special that is appealing to your customer base – a real savings, rather than a token percentage off – easy to understand, and only available for a limited time.
   
   If you do not create a sense of urgency with your offer, your attendees have no real pressing need to convert into customers. Additionally, you should include information about your show specials in all of your pre-show promotion. Every time an attendee or would be attendee is looking at this promotion, they’re asking “What’s in it for me?” Including information about your show special can help answer that question.
   
   
5. Focus on Follow Up
   
   The period immediately after the show has a tremendous impact on overall show ROI. Within two days of the show close, you need to have thank you notes in the mail to everyone you saw at the show, thanking them for stopping by.
   
   Additionally, this is the point to follow up with your hottest leads, scheduling sales calls, and moving the process forward. Nothing cools faster than tradeshow leads, so it is imperative to strike while the iron is hot. The remainder of your leads should be distributed to your sales staff, so they can act on them. Remember, introducing an element into accountability will help boost overall ROI – requiring your sales force to document when and how they followed up will minimize the amount of ignored leads and missed opportunities.

Written by Susan A. Friedmann, CSP, the Tradeshow Coach, Lake Placid, NY, internationally recognized expert working with companies to increase their profitability at tradeshows. Author: “Riches in Niches: How to Make it BIG in a small Market” and “Meeting & Event Planning for Dummies.” www.thetradeshowcoach.com and www.richesinniches.com

Published in Networking Today August 2008

The Power of Asking Questions: 7 Strategies to Discovering What Your Prospects Really Need

By Susan Friedmann

Make no mistake – you’re in a rough spot. Exhibiting is a competitive environment. You’re vying for attendee’s attention, against companies that are larger, better-funded, with newer exhibits and cooler ideas than you’ve got.

What this means is that anything you can do to differentiate yourself from the crowd is a “Very Good Thing.” Being different gives you an edge over the masses. On the other hand, being different invariably costs money.

Or maybe not. You can differentiate yourself effectively by embracing the “power of questions.” Having a team that can ask the right people, the right questions, at the right time, is the single most cost effective thing you can do to guarantee fantastic show results.

Very few people know how to ask effective, powerful questions, and quite frankly, those who do, tend not to wind up working the show floor. Luckily, asking great questions is a skill that can be taught to those who don’t already have it. If you’re like me, and weren’t born with that great skill, here are seven strategies your team can start using today to make themselves better exhibitors:

Strategy #1: Listen

The best questions begin in silence. Train your people to embrace the 80/20 rule – they should be listening 80% of the time. Listening is more than not talking. It’s an opportunity to focus on the information the visitor is providing. The data they’re sharing is invaluable and helps frame more appropriate questions throughout the conversation. For sales people in particular, listening is a real challenge. Yet, if they conquer and embrace this skill, they could easily boost their performance in a flash!

Strategy #2: Determine Identities Quickly

One of the first questions your team should ask is some variation of “Who are you and what do you do?” Never, ever rely on badges. People can easily swap them. This is probably the most commonly used competitive intelligence gathering strategy.

You want to determine identity quickly for a number of reasons, but the primary one is this: knowing who you’re talking to allows you to deliver information in the most appropriate fashion: a buyer for a powerful chain is a very different attendee than an intern at a friendly competitor.

Strategy #3: Ask Open Ended Questions

The first question you ask a booth visitor should never be one that they can answer with a simple “Yes” or “No.” This is an easy way to give them permission to end the conversation quickly. Known as “closed questions,” yes or no answers don’t usually help you to understand your visitor’s needs. The better alternative is to focus on questions that invite attendees to tell you more about themselves, their challenges, or their particular situations (their stories). These include questions such as:

• What are you doing about X?
• How do you handle X?
• When do you need X?
  

Strategy #4: Follow Up With a Relevant Question

When a visitor spends time telling you his story about a particular situation or challenge, your very next question must relate to what he’s just told you. This demonstrates that you’re actually listening, and care about what he has to say. Failing to do this is likely to damage, if not destroy any credibility you may have established throughout the conversation so far.

Since this is such a common mistake exhibitors make, it’s well worth having your team practice this skill in pre-show role-playing exercises. Have them work at this until it’s automatic and starts to feels completely natural.

Strategy #5: Compliment Them

If you find yourself with a visitor who’s somewhat reluctant to talk about her situation, try complimenting her. It’s a subtle yet powerful way to stroke a person’s ego. A simple “I’d really like to know what you think about X,” or “What’s your opinion on Y” will often get people talking, especially those individuals who love to show off their knowledge. I’m sure you know the type. Remember, everyone likes to be valued and recognized.

Be careful with this. You always want to appear genuine, without seeming to fawn over your visitors.

Strategy #6: Get Off Topic

Exhibiting is not just about making those immediate sales. There’s far more that goes on with your booth visitor. Building long-lasting, profitable relationships is key. To do this effectively, you may need to take the conversation “off-topic.” Don’t be afraid to use questions to do this. Ask questions that allow you to get to know the visitor better. This can be as simple as “Where are you from?” Look to visual cues – clothing, jewelry, pin, etc. – anything that allows you to go further conversationally and further reinforce the relationship.

Strategy #7: Go After Low Lying Fruit

Visitors often indicate, and often unconsciously, what they want to talk about. If they mention a subject repeatedly, or devote considerable time in one particular area, that’s a good clue to let you know that this topic is important to them. Yet many times, either exhibitors don’t hear what’s being said, because they’re tuned into their own mind or they might shy away from a topic because it’s sensitive, or something they don’t know about. They might avoid the latter not to show their ignorance.

Speaking from experience, that’s not a good, solid plan of action. What it says to the visitor is that “you’re not interested” in him or his situation. It takes courage to “grab the bull by the horns” and frame questions directly around that topic, inviting visitors to elaborate further.

For example, “You seem to have concerns about our widget’s durability. Could you tell me what’s troubling you?” Addressing these concerns head on is the best way to build a prospect’s confidence in your products and services.

Asking questions is only half the battle. The other half of the equation concerns what you do with the answers they give you. If your team asks great questions, listen to the answers, and then responds with the standard boilerplate one-size-fits-all answer, you’ve accomplished nothing. Instead, answers must be customized on the spot – responsive not only to the client’s needs, but also to the tone and timing of the conversation.

Brief your people on the need to take things further than just the familiar, and often boring, sales pitch. Keeping the focus on relationship building and the lifetime value of the customer helps make this easier and takes a lot of pressure off of your team. It’s far easier to concentrate on having a meaningful, value-laden exchange if your team knows this isn’t their only chance at bat. With any luck, this is just the beginning. They’ll be asking your customers questions for years to come.

Susan A. Friedmann, CSP, The Tradeshow Coach, Lake Placid, NY, internationally recognized expert working with companies to increase their profitability at tradeshows. Author: “Riches in Niches: How to Make it BIG in a small Market” and “Meeting & Event Planning for Dummies.” www.thetradeshowcoach.com

Published Neworking Today June 2008

Expert Envy

By Susan Friedmann

Experts have become omnipresent. They're everywhere: on your favorite television show, on drive time radio programming, on blogs and Internet discussion forums, between the pages of nationally popular magazines, and your local newspaper. You can't throw a dart it seems, without having it hit an Expert on the way to the dartboard.

Why is this happening? What has motivated all of these people – financial planners and attorneys, floral designers and wedding planners, massage therapists and ear, nose and throat specialists – to take on the Expert mantle?

One reason:

Being the Expert is one of the most efficient, effective ways to ensure your professional and financial success.

This trend is consumer driven. According to Chris Anderson, author of The Long Tail, consumers increasingly demand that services and products be targeted directly to them. There's a cycle of specialization at work, resulting in a public that wants experts for everything.

There are many reasons for this, most of which can be traced directly to media and communication outlets. The Internet is perhaps the most pervasive proponent of specialization. In Anderson's The Long Tail, he says that "In an era without the constraints of physical shelf space and other bottlenecks of distribution, narrowly targeted goods and services can be as economically attractive as mainstream fare." You can see this in action at mega-sites like Amazon.com that go out of their way to offer personalized “want lists,” “recommended titles,” and specialized deals based on previous purchases.

At the same time, there has been an explosion of cable and satellite television networks, each targeted to an increasingly narrow demographic. Where once there was a Home and Garden channel, there are now Fine Living, Do It Yourself, and Home Discovery networks, with rumors of more “shelter” channels on the horizon. The trend is more pronounced in print media. “One size fits all” magazines such as Reader's Digest are still on the newsstand, but they're being crowded out by specialty titles like Quick Quilts, The Italian Greyhound Magazine, and SciFi – a title devoted to those who watch shows on the popular Sci Fi Channel. Satellite radio shows are a new trend, with offerings for fans of Howard Stern and Oprah Winfrey.

The public, fed a steady diet of Experts via the media, demands Experts for their own lives. After all, they've been told consistently that this is how things are supposed to work. At the same time, the public has demonstrated a willingness to pay a premium for expertise. Well-known Experts, no matter what field they're in, command top dollar for their products and services. There are home decorating experts who make more money than the average neuro-surgeon, simply by capitalizing on their Expert status.

How do they do it?

Why does one financial planner labor in obscurity while another pontificates for Barrons? How do TV news producers know which attorney to call for insightful legal commentary when the events of the day merit it? What determines who shows up as a guest blogger or speaker at industry conventions?

While it's obvious to see the benefits inherent in being the Expert, it's not always clear how one comes to be recognized as the Expert. This can lead to a condition known as Expert Envy, especially when you know that you're as skilled, as talented, and as dynamic as the person staring at you from the TV screen.

Why are they in this position, enjoying the heightened visibility, greater profitability, and enhanced reputation, when you're not?

It's not mere chance. It's not good fortune, a lucky roll of the dice, or being born into a family of media moguls – although all of those help! Experts aren't born...they're made.

Curing Expert Envy

The first step in eliminating expert envy is realizing that Experts are made. Logically, the next step is the realization that if the Experts you see surrounding you were created, then you can go through the same creative process: You can Be the Expert. In my book, Riches in Niches: Making it BIG in a Small Market (Career Press, May 2007), I discuss how you can achieve Expert status by becoming a Nichepreneuer™.

A Nichepreneuer uses his or her professional skills and experiences, coupled with personal passions, to serve a narrowly defined target market. Shrewd use of promotional tools, from media management to industry networking, help position the Nichepreneuer as an Expert – with all the benefits that entails. Voila! No longer are you envying that television pundit or industry guru – for you will be that person yourself.


Susan A. Friedmann,CSP, is The Tradeshow Coach, Lake Placid, NY, author: “Meeting & Event Planning for Dummies,” working with companies to improve their meeting and event success through coaching, consulting and training. For a free copy of “10 Common Mistakes Exhibitors Make,” email: article4@thetradeshowcoach.com; Web site: http://www.thetradeshowcoach.com/

Published March 2008 Networking Today

Four Generations in the Marketplace: What This Means For You

By Susan A. Friedmann

Every company on the tradeshow floor has a few things in common. They all want to capture attendee interest, and lure them into the booth with the new, the exciting, the irresistible. They’re all facing similar challenges: short attention spans, myriad shows, and increased competition from every corner of the globe.
However, there’s one extra special way that savvy exhibitors can differentiate themselves from their competitors. The company that has the best understanding of their target audience – their wants, needs, problems, and challenges – has the ultimate advantage in the exhibiting forum. It is these companies that take the time to learn about their customers – and more importantly, their customer’s customers – that succeed on the show floor and beyond.

Since the marketplace changes so rapidly, this is crucial. For the first time in recent memory, there are four active generations engaged in the commercial sphere. This is a radical change, which means a lot to your customers – and of course, to you.

In previous years, buying power was concentrated within a narrow range of years: the vast majority of commercial behavior took place within a forty year span, beginning as one graduated high school and grinding to a halt upon entering retirement. In this environment, a mass market, one-size-fits-all visibility strategy worked fairly effectively.

Those days are gone. Today’s consumer can be a member of one of at least four generations, beginning with the pre-pubescent teens and extending right up to the infamous baby boomers. Companies are targeting themselves to six year olds and seventy six year olds: obviously each requires a different approach from them, and ultimately, from you.

It’s important to remember that not only are end customers member of these generations, but that attendees are divided among these four generations. If your marketing prowess has you experienced in marketing to one given group, it’s critical to take a step back and reassess your strategies. Techniques and strategies that will appeal to one group will quickly turn another group off. It’s essential that you know both who you’re trying to reach and what the best way is to connect with them.

Here’s a snapshot of each of the four groups and what you need to know to position yourself appropriately:

1. Millenials:

The youngest attendees on the show floor, Millenials were born after 1977. Incredibly media savvy and skeptical, Millenials take almost nothing on faith. You have to prove yourself to them – and you need to do it quickly. More than any other generation, Millenials expect an environment of instant, verifiable information.
This group responds well to short, focused presentations, heavy on the benefits, short on the sales fluff. Educational presentations, seminars, and speakers who offer real value will draw Millenials.

At the same time, brand loyalty is almost unheard of among this group. If you want to create a lasting relationship, it will be one where you constantly have to bring your game to the table. Proving and reproving yourself as the best choice for any given transaction is the name of the game.

2. Generation X:

Gen Xers were born between 1965 and 1976. After a lifetime of being disappointed by media stars, public figures, and personal heroes, Gen Xers have learned to rely on no one but themselves. They expect to work hard for what they have – and they expect you to work hard for them.

Expect to spend more time developing a relationship with Gen Xers. You’re encountering a mindset that initially distrusts most things, but is willing to work with you to reach mutually agreeable points.
Personal connection is important to Gen Xers. They like to be recognized as individuals, and place great emphasis on forming connections with colleagues and peers. This is where your individual staffers really have to shine: if they don’t “click’ with the Gen X attendee, you’re going to lose the sale.

3. Baby Boomers:

What hasn’t already been written about the Baby Boomers? This self-obsessed generation has examined itself ad infinitum, and in the end declared itself pretty darn good. Idealistic and self-motivated, Boomers have a strong passion for career and individual advancement.
Appeal to Boomers with benefits-focused presentations that frame the material in terms of how it will improve individual lives. Boomers like to view things in context – where do your products and services fit into the larger picture? Present the Boomer with the answer to that question, and you’ll carry the day.

4. Traditionals:

Traditionals are slowly disappearing from the tradeshow floor. Many have entered retirement, or are seriously contemplating doing so. Born before the end of WWII, Traditionals value the success of the team over the individual. Self-sacrificing and hard working, Traditionals respond well to authoritarian figures who explain “The Best Way” or “The Ideal Solution” to any challenge.

One more generation has a definite presence on the show floor, even though you’re unlikely to see them wondering the aisles, just yet. They’re too busy enjoying recess and studying for fourth grade exams.

This is the burgeoning “Tween” market. Defined loosely as the years between 8 and 12, Tweens command incredible spending power in the nation. If you’re marketing your products/services to attendees who serve this market, it would be very smart to make yourself familiar with this dynamic, ever-changing segment. Keep in mind that while Tweens have a great deal of disposable income, at the end of the day it’s their parent’s money paying for the purchases. Close contact to your customers and by extension, their customers, will help you walk that fine line that can ultimately lead to profitability.

The wide range of ages and viewpoints in the marketplace today is unlike anything previously experienced. Savvy exhibitors make themselves familiar with the generations most interested in their products and services and do everything possible to present themselves appropriately.

Are you ready? Let’s hope so: none of the four generations outlined above, much less the Tween market, are known for their patience!

Susan A. Friedmann, CSP, The Tradeshow Coach, Lake Placid, NY, internationally recognized expert working with companies to increase their profitability at tradeshows. Author: “Meeting & Event Planning for Dummies,” and “Riches in Niches: How to Make it BIG in a small Market” (May 2007). www.thetradeshowcoach.com & www.richesinniches.com

How to Avoid Eating Your Words: 10 Essentials for Networking at Tradeshows and Events

By Susan A. Friedmann

Every moment at a tradeshow is important. This includes, of course, all of the time you’re on the show floor. Add to that the time you’re not actively exhibiting but are on or near the floor – visiting other exhibits, grabbing a bite to eat, or en route to your hotel room. You only have a limited amount of time to represent your organization to the gathered attendees, so you want to make the most of every minute.

That’s why networking events, such as dinners or organized off-site outings, are so important. Even though these events are primarily social in nature, they’re the ideal place to start or reinforce relationships with your clients and potential clients. However, networking events can also create high levels of anxiety, especially among exhibitors who don’t know what they’re expected to accomplish or how they’re supposed to conduct themselves to make the most of the opportunity. You don’t want to flub it – nor have your team flub it for you.

Here are ten tips your team needs to know to shine like stars – even when they’re not on the show floor.

1. Relax Breathe in, breathe out. Repeat as needed. If you’re nervous, take some time to meditate, center, or do whatever you need to do to calm yourself before getting to the event. People come to networking events to get to know you in a social setting. The focus is on fun and conversation: two areas where most people can shine without stressing themselves out.
   
2. Listen more than you talk There’s nothing in this world people love more than talking about themselves. At the same time, there’s nothing rarer than a good listener. Stifle the impulse to talk, talk, talk and focus on being a good listener. Ask the person you’re with about himself, such as what he does, what hobbies he enjoys, and so on. Keep it personal and light – you don’t want to come off like you’re conducting an interrogation.
   
3. Take your time This tip is especially pertinent if you’re at a show overseas. Most Americans rush through everything, including eating and having a good time. There's really no rush. You’re not going to collect a prize for being the first one to clean your plate. Take your time, and eat slowly.
   
4. Stay sober Even though it’s a casual setting, the people at the networking event will be judging you and your company by how you conduct yourself. Remaining sober will make it much easier to create a good impression. Skip the alcoholic drinks – especially if your guest opts not to visit the bar. Fewer people are drinking these days, and no one will raise an eyebrow at a Coke with a slice of lemon in it.
5. Forgo fancy food You may have gourmet tastes. This isn’t the time to show them off – order simple, easy-to-eat food. You don’t want to slop sauce on your shirt or wrestle with claw crackers in front of someone you hardly know. After all, they might not remember your sparkling conversational skills – but they’ll always remember that you dumped the stuffed shells in your lap!
   
6. Be nice to the waitstaff Waiters, servers, waitresses, bartenders and all the other people who work the facility where the networking event is being held are people, too. It behooves you to treat them as such. Be polite and courteous, even if you don’t think anyone is watching. This is especially true if something’s gone wrong – a mistaken order, cold food, or any of the million other things that happen in a restaurant. How you treat the *little* people says a lot about how you can be expected to treat the *big* people.
   
7. Shut off the cell phone Your intention for the evening is to get to know the people you’re with. You want their time and attention. That means it’s a good idea to shut off your cell phone –there’s nothing ruder than constantly interrupting a meal to answer the phone and expecting them to hold on while you chat.
   
8. Skip the gossip Badmouthing your competition is the sure sign of an amateur. Avoid the temptation to dig up dirt on your industry colleagues or indulge in idle gossip. It’s far too easy to pick up a negative reputation for indulging in this kind of behavior – not to mention the risk of alienating peers and colleagues you might someday need on your side.
   
9. Leave the literature behind Don’t bring brochures, catalogs, or samples to the networking event with you. If it turns out that the people you meet at the networking events are interested in these things, they’ll either make a point of picking them up from you at the show, or you can arrange to send it to them. On the other hand, you want to make sure you have a good supply of business cards on hand so people can get in contact with you.
10. Pick up the tab If you’re the one entertaining, pick up the tab. Sometimes you’ll run into guests who can’t accept – their employers forbid them from accepting free meals or other gifts – so just follow their lead. Otherwise however, pay for the meal. It’s a nice gesture that shows you value the relationship.
    

Written by Susan A. Friedmann,CSP, The Tradeshow Coach, Lake Placid, NY, internationally recognized expert working with companies to increase their profitability at tradeshows. Author: “Riches in Niches: How to Make it BIG in a small Market” and “Meeting & Event Planning for Dummies.” www.thetradeshowcoach.com & www.richesinniches.com

Published in Networking Today, September 2007

Mystery Shoppers Enhance Tradeshow Performance

By Susan Friedmann

Everything’s perfect. The display is beautiful, your team is well-trained, you’ve got fantastic giveaway items and the best pre-show promotion you’ve ever had. This is going to be the absolute best tradeshow ever.

Are you sure? You might be the last person who can answer this question honestly. It’s not that you don’t want to—it’s that you can’t.

Let’s face it. After you’ve spent weeks, even months, planning, preparing and practicing your exhibit routine, you’re no longer objective. You’re too close to your work to see it as a stranger would. This is no fault of your own. It’s human nature. We can’t engage with our work and distance ourselves from it at the same time.

It is critical that our tradeshow performance be excellent. Your organization’s financial well being depends, in part, of what attendees learn about your company from your exhibit. How will you know, at the end of the day, what they thought of your booth?

This is where the mystery shopper comes in. By stopping by your exhibit and doing a little covert surveillance, the mystery shopper can provide you with a critical and fair assessment of your performance.

This skilled professional will assess your booth on many levels. Was your team as polished as you thought they were? Was that clever signage really that funny? Did the giveaway items appeal or were they just more stuff to haul around the show floor? The mystery shopper can tell you.

Getting an objective opinion of your exhibit is one very valuable and valid reason to hire a mystery shopper. It’s not the only one. There’s another reason to consider hiring a mystery shopper, especially if you have a larger company with several display teams.

When the cat’s away, the mouse will play. It’s an old saying, with more than a little modern truth to it. Any time the boss is out of the office, for example, employees tend to slack off a little bit.

What happens when it’s not the boss who’s away, but the employees? If you’ve packed up your sales team and shipped them across the country to a tradeshow, how do you know they’re performing up to your standards?

We all like to hope that professionalism and responsibility will carry the day. Employees who do a good job all the rest of the year will probably continue to do well in the tradeshow environment. It might be a safe bet—but do you want to take chances with your company’s reputation?

If the answer to that question is no, you have a few options.

The first is to go to the show yourself, and keep an eye on things. If you can’t go, you could delegate this duty to a trusted supervisor.

If that doesn’t work, or you want a wholly objective opinion, you can hire a mystery shopper. Mystery shoppers walk the show floor, and visit your display. Without identifying themselves, they assess your team’s performance. Were they greeted promptly? Did your team ask qualifying questions? Was the level of professionalism and product knowledge displayed in keeping with your company’s expectations?

The mystery shopper will let you know. These professionals are not only objective, the best ones are well versed in what makes an effective tradeshow exhibit. Simply knowing that a mystery shopper will be stopping by the booth can act as a de facto ‘cat’ for your booth staffers. When the important attendee they have to impress is unknown, all attendees become important which is good news for your company!

You might also opt not to let your team know about the mystery shopper. This way, the mystery shopper will get to assess the exhibit as it really is, without any special pretense or put-on behaviors. If your team is doing a good job, the mystery shopper will see that. If things aren’t as you wish them to be, the mystery shopper will see that too.

The mystery shopper can let you know of any performance problems. The first step to improved performance is to have an accurate assessment of the current exhibiting situation. This assessment will allow you to identify weak areas and pinpoint performance problems—information critical for formulating solutions. That’s what a mystery shopper can provide.

From critical exhibit assessment to objective performance review, the mystery shopper provides a critical service to the exhibitor. Everyone can benefit from having a fresh set of eyes on them, from fledgling exhibitors to the ‘old pros’. Consider having a mystery shopper work with you on your next show. You’ll be amazed with what you learn.

Written by Susan A. Friedmann,CSP, The Tradeshow Coach, Lake Placid, NY, internationally recognized expert working with companies to increase their profitability at tradeshows. Author: “Riches in Niches: How to Make it BIG in a small Market” (May 2007) and “Meeting & Event Planning for Dummies.”
www.thetradeshowcoach.com

Are You “Cell”ing Yourself Short?

By Susan Friedmann

Cell phones have changed our world. With few exceptions, we can now talk to anyone we like whenever we’d like. The staccato symphony ofring tones accompanies us through our days: from the morning commute to the crowded restaurant at lunchtime, during meetings and even during the quick stop at the grocery store when the day is done. We’re always connected, always reachable. It’s a marvel – that can destroy your tradeshow performance.

Consider the following: You’re at a tradeshow. An attractive exhibit catches your eye. The product on display is exactly what you’ve been searching for. When you approach the booth, a staffer looks up and with a gesture indicates that you should wait, just one minute, while he finishes his call. When he’s done talking to the important people, the message seems to be, he’ll be happy to talk to you. How long are you going to wait? After all, you’ve only a limited amount of time at the show, and there are dozens of other booths on your “must-see” list. When you discover that the display just a little further down the aisle also appears to feature a product that could fill your needs, chances are that’s all the impetus you’ll need to move along. There’s no sense waiting for the staffer to finish his call, not when there are other people who are more than ready to talk to you right now.

Let’s flip the scenario around. You’re on the other side of the aisle when your cell phone rings. Do you take the call? I can hear you now. “But that’s different! My call is important!” Guess what? The salesman in the first example thought his call was important, too. And it was – to him. It was more important than you were, at least.

Talking on your cell phone tells tradeshow attendees three things:

1. Your team’s focus is NOT on the tradeshow.
2. Your attendee is not the most important person in the room – that honor belongs to whoever has your cell phone number.
3. The attendee’s business is not valuable to your company.

Add to this the very real possibility that attendees are listening to at least one side of your staffer’s cell phone conversations. What might they be hearing? Confidential business details, including customer names, order size, and more. What great info for your competitors to have.

Intimate, personal conversations. Nothing’s more off putting than TMI (too much information)

Humor or observations that may be considered offensive. What a PR nightmare! How does this impact your marketing message? How does cell phone use by your staffers affect how that message is received by the show attendees? It’s entirely possible that cell phone use by your staff will eliminate the clear communication of your marketing message. Sad but true: that’s the best you can hope for. Worse, and far more likely, attendees are getting different messages from your company, including:
We’re too busy for you.
We’re too important for you.
We don’t care about you.
You’re not worth our time.
You don’t deserve our attention.

Is that the message you want to send? Emphatically NO! That’s why you need a cell phone policy. This policy will obviously vary by company, but should include the following:

• Cell phones must be shut off when you’re on the floor.
• Give staffers regular breaks so they can check messages and make calls, away from the exhibit.
• Staffers who have personal reasons to be in constant contact (i.e., small children, ailing parents, etc.) should be encouraged to program their phones to signal “high priority” calls with a distinctive ring or vibration pattern. That way, staffers can only answer emergency calls and let voice mail pick up the rest. This offers your team the security of being constantly connected while still keeping the focus on the tradeshow attendees.

Expect some resistance when first introducing this policy. Cell phones have become such a part of our lives that many people feel naked without them. Explain the benefits and reasoning of the policy. Minimize tension by being flexible, providing ample opportunity for staffers to “check in,” and leading by example. You can’t tell your people to turn off their phones and then spend the day chatting on yours!

Written by Susan A. Friedmann,CSP, The Tradeshow Coach, Lake Placid, NY, internationally recognized expert working with companies to increase their profitability at tradeshows. Author: “Meeting & Event Planning for Dummies,” and “Riches in Niches: How to Make it BIG in a small Market” (May 2007). www.thetradeshowcoach.com

Published in Networking Today, May, 2007

Winnie the Pooh® and You…at the Tradeshow?

By Susan A. Friedmann

At first glance, there’s no connection between Disney’s Winnie the Pooh and tradeshows. The same is true of Piglet, Tigger, and the rest of the gang. What could this cuddly group of childhood favorites possibly teach us about exhibiting?

Surprisingly, quite a bit. You don’t believe me? Take a look, and see how many of your staffers you recognize:

Winnie the Pooh

Pooh Bear may be cute, cuddly, and approachable; but he’s also got one thing on his mind. What makes this roly poly bear happy? Honey, of course! When he’s not enjoying a meal, he’s in search of the next smackerel to fill his rumbly-tummy.

A Pooh-style booth staffer is hungry. He might be talking to attendees, but he’s thinking about lunch. Scents from the food court get his nostrils quivering. When he gets a chance to eat, he takes it: even if that means eating in the booth!

Piglet

Piglet is a very small animal, made even more timid when confronted with unfamiliar surroundings, loud noises, bright colors, and crowds. His reaction is to run and hide under the bed, or behind his good friend Pooh.

A Piglet-style staffer may be naturally shy or someone who is easily overwhelmed. Their reaction, inspired by fear, is to fade into the back of the booth and hope no one notices them. More often than not, they get their wish. This may be good for them, but bad for your bottom line.

Owl

Owl is an exceedingly well-educated bird. He has a brain full of facts and figures and he wants you to know it. No tidbit of information is too small to escape his attention, nor to avoid being retold to anyone who will listen.

If you have an Owl-style staffer, you might count yourself lucky. After all, she knows everything! The overwhelming compulsion to "show off" their knowledge can easily alienate attendees and send them in search of a salesperson who knows how to listen.

Rabbit

Rabbit is the busiest creature in the Hundred Acre Woods. He’s always rushing around: planting seeds over here, pulling weeds over there, chasing crows and watering daffodils. You can always tell a Rabbit-style staffer. They’re the ones with a cell phone constantly in their ear, fingers flying over the keyboard as they check e-mails or text message the home office. They’re so obviously busy taking care of business that they can’t be bothered with trivial distractions like talking to show attendees!

Tigger

Tigger is full of energy. He bounces around, springing from one thing that catches his attention to the next. Full of laughs, high spirits and infectious energy, Tiggers are a lot of fun to have around.

Enthusiasm and high energy can attract traffic to your exhibit, but without some focus and control (concepts foreign to most Tigger-types) there’s no way to capitalize on your crowds.

At this point, you might be feeling a little like Eeyore; down in the dumps. After all, with a booth full of Poohs, Piglets, Owls, Rabbits , and Tiggers, your chances for success are looking slim. Don’t despair The hero of the Hundred Acre Woods is on his way!

Christopher Robin

Christopher Robin encompasses the best traits of all five and adds crucial elements: perspective and understanding of how things actually work.

A Christopher Robin-style staffer combines Owl’s knowledge, Tigger’s enthusiasm, and Pooh’s approachability with an understanding and appreciation for the tradeshow attendee. They realize the importance of giving all their attention to their visitor, setting aside the cell phone, the laptop, and even the sandwich to focus on what’s really important.

Every exhibitor needs to have one or more Christopher Robins on their team. Now’s the time to take a look at your team. How many Christopher Robins do you have? How many Poohs? Piglets? Tiggers?

What can you do to change the makeup in your Hundred Acre Woods?

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Written by Susan A. Friedmann,CSP, The Tradeshow Coach, Lake Placid, NY, internationally recognized expert working with companies to increase their profitability at tradeshows.Author: “Meeting & Event Planning for Dummies,” and “Riches in Niches: How to Make it BIG in a Small Market” (May 2007).For a free copy of “10 Common Mistakes Exhibitors Make”, e-mail: article4@thetradeshowcoach.com; Web site: www.thetradeshowcoach.com

Published in Networking Today, April 2007

No Brainers: 27 Low or No-Cost Ways to Improve Your Next Tradeshow

By Susan A. Friedmann

There are a lot of ways to improve your team's performance at tradeshows. From snazzy new displays to intensive training to rewards and incentives for top producers, it's difficult to even count the myriad ways What's not difficult is to realize that some of these improvement methods come with hefty price tags.

Don't despair. There are many ways to pump up performance without breaking the bank. In fact, I've collected 27 low or no cost ways to improve your next tradeshow:

1. Research the show before you commit. Does it attract a large number of people from your target audience?

2. Give yourself enough time. Planning and preparation for a major show can take 12-18 months.

3. Involve top management in the planning process. You'll get better results from your team if they know upper management is supporting their efforts.

4. Send e-mail reminders to loyal customers and strong prospects before the show; urging them to stop by your booth.

5. Define goals and objectives for show participation.

6. Share these goals and objectives with your booth staff. They can't achieve your goals and objectives if they don't know what they are.

7. Plan for security as needed: you don't want expensive prototypes or demo models “walking away.”

8. Brief your team on common tradeshow espionage practices and how to defend against them.

9. Send enough people to ensure adequate booth coverage throughout the show.

10. Give each booth staffer a specific role, with job expectations clearly spelled out.

11. Stress the value of friendly greetings, polite manners, and appropriate body language.

12. Take the time to familiarize your team with the lead collection technology you'll be using before the show.

13. Make sure at least some of the people going to the show are prepared to answer technical questions.

14. Send friendly, personable people with a genuine enthusiasm for your company, its products and services. These may not be your most senior people: make your choices based on effectiveness, not seniority.

15. Check in with your team throughout the show to assess performance, reward positive behaviors, and stop negative trends before they get out of hand.

16. Establish a dress code for your staffers. They will look more professional and act as better ambassadors for your company.

17. Don't forget how important shoes, hair, and accessories since people notice the details. Manicures are crucial. Your team will be shaking hands hundreds, perhaps thousands, of times during the show.

18. Two words: breath mints.

19. Practice asking qualifying questions with your booth staffers.

20. Product demonstrations are a great way to draw a crowd: Make sure your team knows how to give an effective, engaging presentation by having them practice before the show.

21. If you are sponsoring entertainment, a speaker, or other event, make sure your team knows what to do during this time. From working the crowd to collecting leads, there's plenty they should be doing to promote your company's name and image.

22. Designate a 'go-to' person to act as a liaison with show management. The better your relationship with management is, the better your show experience will be.

23. Remember the exhibitor's service manual the show organizers sent you when you registered? Read it. It's chock full of valuable information to help ensure a stress-free show.

24. Copy appropriate pages from the exhibitor service manual and pass them along to the relevant staffers. It doesn't help you to know when everything has to be broken down and off the show floor if you're not the person doing that work.

25. Order services ahead of time. Making deadlines = big savings.

26. Establish a follow up protocol for hot leads, promising prospects, and likely customers. Use this protocol to turn leads into sales.

27. Say “Thank You” during your follow up calls to attendees that stopped by, filled out survey information or participated in a demonstration.

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Written by Susan A. Friedmann,CSP, The Tradeshow Coach, Lake Placid, NY, author: “Meeting & Event Planning for Dummies,” working with companies to improve their meeting and event success through coaching, consulting and training. For a free copy of “10 Common Mistakes Exhibitors Make”, e-mail: article4@thetradeshowcoach.com; website: www.thetradeshowcoach.com

Published in Networking Today, March, 2007

The Secret Weapon Every Savvy Exhibitor Should Use

By Susan A. Friedmann

It's time for a visualization exercise. Are you ready?

You're standing, with your booth staff, in your exhibit at a large tradeshow. Your team is prepared. Your display looks terrific. You have interactive demonstrations, a sponsored speaker, and giveaway items conveying your marketing message. Everything in your booth appeals to your target audience; and they are in plentiful supply.

There's something in this scene, something I haven't mentioned yet, that could take you over the top! Not only will this boost your ROI, but will create that most vital of marketing tools.

It’s a secret weapon: “word of mouth marketing,” which has been around since the beginning of time but only now is it realizing its full potential.

I've recently read Seth Godin's Flipping the Funnel, and it really brought home the concept of how underutilized tradeshow attendees are as a marketing tool. Attendees are more than prospects and contacts: they're a potential sales force, just waiting to be tapped on your behalf.

According to Godin, we should:

• Turn strangers into friends.

• Turn friends into customers.

• Turn your customers into sales people.

Why?
Why would you want to recruit a whole bunch of amateur salespeople, you might ask, when you already have a perfectly competent, fully trained professional sales team? Regardless how big your sales force is, there's no way they're going to be able to connect with every person who might be interested in your products and services.

This is where your friends and customers enter the picture. If you view them as assets, as allies in the world of sales, you've already expanded your potential marketplace. When more people are working on your behalf, you'll reach more customers. It's simple mathematics. When your friends and customers recommend your products and services, their words carry far more weight than anything your sales team can say. People value the opinions of colleagues, peers, and relatives far more than they do the assurances of a salesperson. It's the difference between editorial speech and advertising, played out in a face-to-face setting.

Now What?
A slight shift in priorities might be in order. While starting new business relationships will always be important, a new emphasis has been placed on strengthening and maintaining existing relationships.

Consider your current customers. Ask yourself – or even better, ask them – how they feel about your products and services. What is it about your customer service or doing business with your organization is unique, enjoyable, and/or remarkable?

Whatever the answers, what are you doing to help your customers spread the word? Godin offers a number of technical solutions in his free e-book (which I highly recommend you read). Here are a few more hands-on tools to implement at your next tradeshow:

Be Honest
Tell your best customers how much you appreciate them and how much you would value having more customers like them. It's no secret that you're in business to make money. No one thinks you're at the show as a philanthropic endeavor. Appealing to your customers to spread the word carries with it an implied compliment: you're reinforcing the fact that you think they're important, and that their opinion of you matters.

Encourage Referrals
Do you know how often your customer thinks about your company? It's probably less than 1% of their daily life – after all, they have their own companies to worry about, and their own customer base, not to mention their own personal lives and world events. Sometimes, people need a little prompting to spread the word – otherwise, it might never, ever occur to them

Offer Incentives
If you want your customers to do something for you, you need to do something for them. Godin's idea is that by offering superior products and services, in a remarkable fashion, you'll transform customers into fans. Having strong advocates and supporters never hurts. Offering incentives for spreading the word can be a simple thing – an attractive discount on their next order – or something more elaborate. Remember, younger tradeshow attendees may be motivated by more than financial savings or benefits to their company. Consider offering something more personal: a gift that would appeal to your target audience.

Transforming customers into fans may not have been the top

priority on your exhibiting list; but it should be. Recruiting an all-volunteer sales force to augment your existing efforts is one of the most cost effective ways to get your marketing message out there.

Remember: people like to share stories about what they find good, interesting, or unique. By offering these at your next tradeshow, you're giving yourself a vital leg up on the competition. Those who are concentrating on the next new thing miss out on the value of what they might already have.

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Written by Susan A. Friedmann,CSP, The Tradeshow Coach, Lake Placid, NY, author: “Meeting & Event Planning for Dummies,” working with companies to improve their meeting and event success through coaching, consulting and training. For a free copy of “10 Common Mistakes Exhibitors Make”, email: article4@thetradeshowcoach.com; Web site: www.thetradeshowcoach.com

That's Entertainment: Adding Some Show Biz to Your Tradeshow Exhibit

By Susan A. Friedmann

What makes one tradeshow exhibit memorable...and another so-so? What can exhibitors do to get attendees talking after the show? What can motivate visitors to stop by that otherwise wouldn’t?

Entertainment! According to tradeshow research, live presentations are the third most important reason why people remember the exhibit. Numbers one and two? Booth size and product interest. If you have a limited exhibiting budget, hiring entertainment may be a cost-effective way to attract attention to your company without springing for the larger, pricier display space.

What are your options?
Entertainment options at tradeshows are almost endless. Any form of live presentation can work, including:

• staged product demonstrations
• theatrical skit
• magician
• game show
• choreography
• video
• audio
• robot
• singers or musicians

The key is to have entertainment that acts as an integral part of your marketing message. To do this, you need to know a few things:

What type of entertainment will appeal to your target audience?

A robot that dispenses free samples might go over big at a tech show but fall flat at a pet care industry show. Conversely, those wired types might be more puzzled than pleased by a troop of trained terriers. Know your target audience.

How much product information do you want to convey via the entertainment?

Product demonstrations, especially those that draw participants from the audience, are a great way to get the crowd focused on your product. Others focus on company name and logo exposure; such as a magician who uses the company's name as “the magic word.”

What is your corporate image?

Any entertainment you select should positively reflect your company's image. This goes beyond a Western Wear company selecting a country singer to entertain the crowds since attendees will hold you to a higher standard than that. Be sure to research the acts you're proposing to hire and ask yourself how would your customer base view the images you’re considering.

With those questions in mind, decide what kind of entertainment you'd like to have and who will perform for the crowds. If you've decided on live product demonstrations, you may be able to use your own staff members; but other than that, you're generally better off hiring a pro.

How to Make the Most of Your Money

Hiring a professional entertainer is an expense. Ensure you get your money's worth by doing the following:

1. Identify how the presentation helps achieve your goals -- let the entertainer know clearly what you expect them to do.

2. Create promotional activities centering on the entertainment. From pre-show direct mailings to on the floor interactions with attendees, make frequent mention of the event and have an incentive that will encourage attendees to visit your booth.

3. If your staff is not on stage, find ways to involve them in the presentation. Use them to gather the crowd or to capture and monitor pertinent information during the presentation. Let them know it's okay to be enthusiastic about the performance -- excitement is contagious, and you want an excited crowd.

What to Avoid

Good entertainment is expensive, bad entertainment can cost more than you will ever imagine. Protect your company's image and reputation by avoiding the following:

Crass, rude, or offensive
There are comedians who do very well with off color or hurtful humor, but the risk of alienating large segments of your consumer base by sponsoring one of these acts is too great.

Under-dressed entertainers
Scantily clad women and barely dressed men wiggling provocatively have no place at most shows. In fact, the aggressive use of "Booth Babes" has been so off-putting that some shows are banning them all together. Unless you're exhibiting an adult-themed show; i.e., one that caters to the sex industry or some travel shows, have your entertainment keep their clothes on.

Amateur acts
Tradeshow audiences are harsh and won't be tolerant of second rate acts. Hire the best you can afford for better results.

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Written by Susan A. Friedmann,CSP, The Tradeshow Coach, Lake Placid, NY, author: “Meeting & Event Planning for Dummies,” working with companies to improve their meeting and event success through coaching, consulting and training. For a free copy of “10 Common Mistakes Exhibitors Make”, e-mail: article4@thetradeshowcoach.com; website: www.thetradeshowcoach.com

Published in Networking Today, November, 2006

Dirty Little Secrets: Five Things Trade Show Attendees Don't Want You To Know

By Susan A. Friedmann

Look out there on the show floor. Check out the attendees. They look ordinary enough - but they have secrets. Dirty little secrets that they'd never tell anyone; not even under duress.

Successful selling at trade shows depends upon two things. The first is your products and personnel (the quality of your product or service and how well your people represent them). The second has nothing to do with you at all. It has everything to do with secrets.

Not all attendees are the same, and not every buyer on the floor shares these secrets. But most do, whether they'd like to admit it or not. These secrets are strong, unifying factors that influence their buying decisions. If you, as a smart and savvy trade show exhibitor, know what these secrets are and tailor your exhibit appropriately, you'll come away with higher sales numbers every time.

If you could hear your attendee's deepest, most secret thoughts, they might go something like this:

Secret #1: We're impatient Let's be real here.

The boss just shipped me to Orlando from the middle of a Buffalo blizzard. The last thing I want to do is spend the entire day putzing around looking at new attachments for our Widget making machine. If you show me what I want, at a reasonable price, I'm going to close the deal in a hurry and hit the beach.

What this means to you: Understanding your buyer is crucial. When you know what your target audience needs, wants, and expects, it's easier to provide it for them. Added incentives and special savings only sweetens the pot, especially for the attendee who wants to get the business part of the business trip out of the way.

Secret #2: We're lazy Sure, it sounds like a great deal.

But to get that price, I've got to go log onto the web, go to the website, enter a code, fill out a questionnaire, and then go through the purchasing process? Forget that! I'll go over here to Vendor Z. I might pay a few dollars more, but I won't have to jump through any hoops.

What this means to you: If you're going to offer a show special or promotion, focus on making it user-friendly. Buyers are willing to pay more to avoid what they perceive as ”too much” work. Each market has a different threshold point, and this varies with how much potential savings you're offering. Customers are willing to give more when they are getting more in return.

Secret #3: We're egotistical

You might not realize this, but I'm the smartest person here. And the tallest. And the best looking. I'm so gosh-darned amazing, actually, that you'll find yourself compelled to give me awesome deals.

What this means to you: It's important to give your buyers recognition. "Bonus Buys" -- windfall items “spontaneously” thrown in when a purchase is made -- is a fantastic way to do this. Offer discounted prices on the floor model, for the “serious buyers only”.

Exclusivity sells. Don't start the recognition at the trade show. Reach out to your clients before hand via e-mail and direct mail marketing, letting them know what special deals can be had at your booth. A little extra effort goes a long way.

Secret #4: We hate math

Ok, I don't want to look like an idiot here. But there's $25 off of Widget A, 15% off Widget A-1, and a $500 rebate if I buy now. Exactly how much is that? Is that a good deal?

I hate percentages… What this means for you: Remember the KISS acronym, especially when promoting discounts and sale prices at a tradeshow. You want to Keep It Super Simple! Rather than listing a complex set of discounts, focus on the total savings. Have printed price sheets where your booth staffers can highlight appropriate discounted prices and write in the total savings.

Secret #5:
We liked to be pushed I see this price is only good for a limited time. I've read it on the sign. You've told me during the sales presentation. I know and understand that there's a deadline. And you know what? Chances are I'm going to forget. And when I discover that I missed out on saving hundreds of dollars, I am going to be miffed. What this means for you: People have to experience a piece of information six times before they remember it - and that's in normal, everyday circumstances, not the hustle and bustle of the show floor. Remind your booth staffers to mention the deadline often. Make note of it on any follow-up correspondence, and send a reminder notice to likely prospects. The reminder nudge will spur sales.

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Susan A. Friedmann,CSP, is The Tradeshow Coach, Lake Placid, NY, author: “Meeting & Event Planning for Dummies,” working with companies to improve their meeting and event success through coaching, consulting and training. For a free copy of “10 Common Mistakes Exhibitors Make”, email: article4@thetradeshowcoach.com; Web site: http://www.thetradeshowcoach.com/

Published in Networking Today, September 2006.