December 12, 2010 
Comments Off ?Several Ways You Can Improve your Sales at a Wholesale Trade Show
Exhibiting at a trade show can be one of the best ways to sell your wholesale products to the appropriate clientele. Despite the conditions of the market or the competition that may be out there, it is always a good idea to show at trade shows. Here are eight tips that can help you improve your sales at a wholesale trade show.
1. Pick a trade show with an offbeat theme. This means that you should choose a wholesale trade show that is not directly related to you product. That way, your product will stand out even more. Of course, you should still make sure that the demographics you are interested in reaching are correct.
2. Avoid new tradeshows. Why should you avoid exhibiting at new trade shows? New trade shows are essentially untested venues. If you are a new business, you should strive to focus all of your limited resources on venues that have been tested.
3. Don’t believe all the trade show company hype. Many trade shows are often over-hyped by the companies that are running the show. One way to put the hype in perspective is by talking to other companies and businesses that have previously shown at that trade show. Encourage them to give you honest feedback.
4. Try to create buzz previous to the trade show. Creating buzz months prior to the date of the trade show is a good strategy to get people interested in your product or business, and to ensure that you have a successful trade show experience. How can you create buzz? Spend time telling your customers about the show. Also, plan to launch a new product or service at the trade show. This helps create more interest in your business than if you were just showing your regular products and product lines.
5. Be picky about the trade shows you exhibit at. It is not cheap to exhibit at trade shows. Exhibiting often requires an extensive time commitment and it can cost several thousands of dollars to show at many trade shows. Think of the trade show experience as an investment. Decide which shows are worth the investment.
6. If you cannot afford to be an exhibitor, try to find another way to work yourself into the trade show. If money is tight this year and you do not have enough to be an exhibitor, don’t fret. Many times simply going to a trade show as an attendee can do marvels for your business. For instance, simply being a speaker or a panel expert at a trade show can help gain exposure for your business. You an also gain more credibility by appearing at a trade show in one of these roles. Even if you cannot attend as a panel member or a speaker, simply attending trade shows can be helpful in making connections and networking.
7. Take the time to train your trade show team. If you are going to exhibit at a major trade show, it certainly pays to train your trade show team for the event. Trade shows are unusual sales environments: time is almost always limited and the setting is fast-paced, loud, and busy. Plan a goal for each day and make sure everyone on your sales team is on the same page.
8. Take advantage of the trade show management team. The people who organize trade shows—the trade show management team—want exhibitors to have a successful trade show experience so that they will be more likely to return next year. To this end, they are willing to help exhibitors create appealing booth set-ups and helping with marketing. Take advantage of their resources to ensure that you have successful trade show experience.
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