Especially
for small businesses, exhibiting at a trade show can be a very expensive
investment. It matters a lot how you evaluate your ROI so that any money you
spend on the booth at a show brings you worthwhile results.
Regardless
of the value selling training methodology that you follow, here are some
guidelines to help you decide to go or not to go:
- Track results. Keep accurate records not only of what you sell on the floor, but also what you sell as a result of the contacts you made at the show. After-show purchases should relate back to the show as you try to decide how well you did there and its effectiveness in growing your business.
- Try the show at least twice. You may need a presence first to get noticed and then a reappearance before you have buyers. Branding and positioning takes time and consistency to show results.
- Timing can matter. Depending on your product, one season or budget calendar timing may be better than another to showcase your offering.
- Send only your best team and merchandise. Only by removing other variables can you truly evaluate the value to your business of the show.
No comments:
Post a Comment