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How to Select a Booth Location at a Trade Show

 

This was a recent question on Facebook.  Like most things in sales you need to be intentional and thoughtful when selecting a booth location.  In most cases you are looking for foot traffic.  You need people to talk to and the first thing is making sure you have that chance.

 

I will handle how to best set-up and sell inside a booth at a trade show in the future.  In most cases, trade show organizers are working hard to provide terrific sightlines and opportunities for companies or individuals to showcase their products.

 

Here are the basics:

 

1. Think Ahead - if you know you will want to attend a show, plan early to select a booth.  Speak with the organizer and express your desire to have a good location and use the 5W/H method (in my book) to dimensionalize.
2. Be willing to commit early to select early, even if it means paying early.  It will be a great investment if you know the event will be good for your business.
3. Most exhibitors fall into the trap that they want to see how well the "show is" before they make a commitment to the next show.  THAT is wrong.  The production in a trade show completely depends on how those staffing the booth conduct themselves and how their products are presented.  It usually doesn't have much to do with the show.  (as long as the show is in your industry). I have seen tiny companies do incredibly and large companies fail.  People really need to Read My Book.
4. I recommend that companies initially decide to exhibit in 2 show groups.  In other words, if you will be in a show, expect to be in 2!  Take advantage of every opportunity to get the BEST location in the second event.  (Usually, at the end of the first show - if you were to decide it was a disaster, you probably can get out of the next one easily)
5. Be strategic in your approach. 
   • Look for the Entrance and assume most people coming in will turn right.  (they will). 
   • Try to position your booth on a corner of two isles.
   • Stay away from obvious bad areas - corners or places where you are isolated.
   • Areas near food and beverages is always great.
   • If there is an obvious path to an onsite event like a conference - that can be great.
   • Position yourself at the end of an isle in the opposing booth to the isle.  That way anyone walking that isle will be looking at you.
   • Staff your booth in such a way that if you are busy, you can talk with as many potential clients as possible.  You may only get one opportunity.
   • Have give aways or promotions.  It can help you draw people close enough to have a "trade show" discussion.

 

The more you exhibit the better you will get at exhibiting.

 

Make sure you CLOSE on the business - or at the very least an appointment to meet and discuss a sale!

 

Good Selling!

 

Choosing the right booth location is really about putting yourself where you have the best opportunity to succeed.

 

Successful selling requires being intentional about where you spend your time, money and effort. Territory planning, prospect selection and account strategy all involve making those same kinds of decisions.

 

In Close Every Sales Call, I explore those bigger questions of how salespeople organize their resources, manage their territories and make better use of their limited selling time.

 

If you'd like to become more strategic about where you invest your selling time, get your copy of Close Every Sales Call.