Awesome Resources for Boosting Your Trade Show Smarts
I recently ran across Inc.com’s “8 Tricks of the Trade Show ” – some real gems in there – and realized how much there was to say on a seemingly straightforward topic. Decibel typically comes into a trade show on the logistical end of things (call us, we can get you all kinds of stuff), and as event professionals that’s probably where we’ll stay, but I find it fascinating that there’s a whole field of sales thought on running a successful booth that goes well beyond showing up with some good banners, a box of custom-printed stress balls and an attention-grabbing way to strip attendees of their dignity (Money-blowing machines? Really?).
There’s a ton to consider, from training your sales staff to specifically target their behavior, approach and pitch for a trade-show environment, to doing marketing blasts before the trade show even begins in order to (apparently, this is a big one). I’ve put together a collection of a few of the resources I’ve come across for boosting your trade-show know-how.
Ken Krogue’s Articles on Forbes
A regular contributor on Forbes.com, Ken Krogue’s articles focus primarily on sales techniques, touching specifically and insightfully on trade show sales and engagement techniques. Here are a couple of the articles Ken has specifically written on the topic:
- 12 Commandments of Incredibly Successful Trade Shows
- Dreamforce 2013 Lead Management Research Calls Out Internet Marketers Who Still Miss the Boat
- 17 Skills for Highly Effective Trade Show Events
Susan Friedmann, the Trade Show Coach
Here to rescue all ye with flat sales numbers is Susan Friedmann, who specializes in helping exhibition-bound companies to get the most for their buck. Via her website, she offers online training, quick coaching and some audio and eBook help. Here’s Susan, saying ‘hi’ on thetradeshowcoach.com:
Inc.com is another awesome site that consistently posts interesting and forward-thinking articles on trade show success. Some of my favorites:
- How to Survive a Las Vegas Trade Show
- Have the Best Trade Show Schwag
- How a Non-Traditional Trade Show Can Boost Awareness
Now, go forth and sell!