A practical goal for most trade shows is to secure that appointment. Here is a simple guide that will make the most of your time.

Attract Attention

Stop people in their tracks. Use colour, motion, sound, bold graphics and benefit statements.

Politely filter out the wrong people

Ask a few qualifying questions (‘Do you buy light bulbs for your company?’) and if they’re not prospects, move on (‘Then I won’t waste your time. Have a great show!’).

Explain Effectively

Get straight to the benefits. Run a short demonstration. Put your best case forward. And go for the close.

Set the Appointment

Once they’ve agreed to meet, pass them to someone who can set up the appointment (so as not to waste the salesperson’s time). If you can’t get the meeting, get their details for follow-up.