Top 3 Exhibition Mistakes that Cost You Valuable Conversions

Top 3 Exhibition Mistakes that Cost You Valuable Conversions:

Top 3 Exhibition Mistakes that Cost You Valuable Conversions
Top 3 Exhibition Mistakes that Cost You Valuable Conversions

If you are a small business or brand, exhibitions are the  most effective selling tool. When prospects first visit your stall, it needs to:

  • Build their trust and
  • Convince and convert them to become loyal customers.

We have observed and learned that the secret to outstanding exhibition and trade show performance (and it cannot just be good anymore, it has to be outstanding) is to avoid these 3 costly mistakes:

Poor Booth Design:

Make your exhibition booth or your stall stand out from the rest. A poor booth design puts off your chances of attracting any prospective customers. Make your booth seem worth their time and not just like any other blade of grass in the garden among the 30 to 40 odd stalls at the expo.

Be brighter, funnier, simpler, maybe even crummier, but don’t just look good ensure that you are extraordinary and outstanding. 

Do not seem occupied:

If you are busy chatting away (on the phone or with other booth staff),you would be perceived as being busy and people might not be willing to interrupt. So, make sure you have all your attention dedicated towards the purpose of your presence at the exhibition.

Avoid eating at your stall or siting. If need be excuse yourself from the stall and arrange a suitable substitute to take over the responsibility. 

No Customer Experience In Mind:

Not placing the customers first is the primary reason for  failure of exhibitions. Most Exhibitors go to the trade shows thinking, that “We want to tell the world about us, we want to get leads.” Whereas, the winners think, “When someone comes to our booth we want them to be intrigued enough to learn more about what we do.”  This difference in attitude makes abundance of difference that could turn the tables upside down for the exhibitors.

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Heading to an Exhibition? You Are Sure to Meet these 5 People

Heading to an Exhibition? You Are Sure to Meet these 5 People:

Students and Researchers:

Students and Researchers
Students and Researchers

These are the kinds who are visiting your stall probably for some information and are likely to ask you questions related to openings in your organization and the freebies you are giving away rather than about your product. Most likely not your prospective customer, so don’t waste much time on them. However, make sure you take down their information, because those that aren’t clients now may remember you later.

Competitors and Industry Peers:

Competitors and Industry
Competitors and Industry Peers

They might not be upfront about it, but it is obvious that they would be trying to check on your stall to see if they need to fear your presence. However, do not pay heed to it unless they are really bothering,interfering or distracting you.

Curious Visitors:

Curious Customer
Curious Customer

Exhibitions are full of these people who are there to know about your product or exhibit. Although they might seem like a prospective customer, there is also a huge possibility that they are just window shopping.So, it is ok to ask your visitors in a polite manner if they are at the window shopping or even whether they would be able to make a purchase at your stall if they wanted to.

Excited Customer:

Excited Customer
Excited Customer

Be it a happy or  a disgruntled customer, there is no better way to draw attention to your stall than these people as an unhappy customer might complain loudly, while  a happy customer is the best marketing you could hope for. In both cases, make sure you would interact with them and try to take some real steps towards solving any problems that is present. Remember Customer Service is the key.

Successful Lead:

Successful Lead

The most prominent reason for your being at the exhibition is to generate successful leads. They are the people who have probably never heard about your product, organization or service, so do not falter in your attempt to impress them and answer all their questions, because the successful lead is going to be worth it all.

With these models in mind, you should be able to prioritise your time effectively at your next exhibition.You can try digitising your tradeshow to ensure that you do not have to spend much time talking to everyone about the trivial details of your product. At such times a standee with a QR code for people to scan and download your brochures would come handy where you can save ample time on distributing collaterals and collecting information. A simple tool like Digibroc might come handy to Revolutionize tradeshows with Digital Brochures.