Secrets of Trade Show Success

Exhibiting at a trade show is advertising, just like the advertising your company places in trade magazines, journals, and newspapers. The effectiveness of an advertisement is measured by the number of persons who read the ad, not the number of people on the publication's subscription list. The effectiveness of your display at a trade show can be measured by the number of folks who receive your message, as compared to the number of people attending the show.

If an advertisement with color is placed among ads in black and white, the colour ad will get more attention. In the same way, the trade show display which presents live sales entertainment to introduce the company and its products is most likely to be the booth that draws the largest crowds, gains the most attention, and does the most business.

At your next show, ask people why they stop at various booths. You'll find an attractive booth will stop some people, a predeveloped interest will draw others, but a live, unique sales entertainer can stop them all.

The booth with a Professional Sales Entertainer, compared to an ordinary booth, is like the color advertisement compared to the black and white ad.

Any participation in a trade show is costly, but you can insure your success by using a "grabber" to make sure the largest possible number of people will hear the benefits of doing business with your company.

It's easy to find great entertainers. And a bit harder to find top salespeople. But to profit at trade shows, you must find a person who is a rare combination of entertainer and salesperson.

Working the trade show booth requires the product presentation be given by the Sales Entertainer in a direct, condensed form. A short, tightly presented sales pitch should be given while entertaining and pulling a crowd. But he or she can do more.

A good sales entertainer can and should become a member of your sales team, and can often be used for public relations work, in addition to the presentation given at the booth.

Hire a clown if you just want attention. Hire a Professional Sales Entertainer if you want respect and results.

If you wish to hire an individual who can entertain, sell, and properly represent you and your organization, everything involved is important. Here are the qualities for which you should look:

1. Propriety. Will this person dress appropriately? Can they meet the expectations of your clients? Can this person relate to your company and products? You must believe that this person will be acceptable and appeal to the group you are trying to attract.
2. Skill. Is this truly a multi-talented individual who can entertain and present your sales message? Can this person demonstrate their pure "entertainment skills" on demand?
3. Sales Ability. Is this person a "quick study" who can pick up your key sales points by asking good questions? Will the audience enjoy listening to him/her sell the virtues of your goods or services? There is a definite technique to successful sales-entertainment, and it's not up to you, the sponsor, to provide an entertainer on the job training.
4. Equipment. Does the live entertainer own the equipment needed to make your presentation? The Professional Sales Entertainer has the props necessary for a quality presentation. You should not pay for the tools of his/her trade unless you desire custom-made props.

Whether or not an in-person visit is possible, the Sales Entertainer should be given any printed material available:

• Current advertisements
• Catalog or sales sheets
• Publicity materials
• Sample products or photos
• Background information on the company

Given the proper information, the Sales Entertainer will be able to inject your most important customer benefits into your show and drive them home with constant repetition. Once your Sales Entertainer has effectively stopped the crowd, a percentage of each group will stay to learn more from the regular sales staff.

When you hire a Sales Entertainer, make sure he or she has the chance to be one. Don't hire this professional and then neglect to provide a proper working area. If customers can see and hear, many will come back to your booth to see the show again, and will usually bring a friend.

A professional Sales Entertainer will blend these offerings into his or her presentation to give an "on purpose" look to all of the activities in the booth.

For an additional fee, many Professional Sales Entertainers will present Hospitality Suite mini-shows for the sponsor. These shows are pure entertainment for the guests of the host.

If you want increased traffic at your next trade show...

If you want those who stop to learn your sales message...

If you would like to wring top value out of your trade show dollar...

Consider using a Professional Sales Entertainer as your attraction.