Trade Shows

Summary

Tips When Exhibiting

• Start selling in the target area before you get to the show.
• Set sales goals—keep them specific and write them down.
• Know in advance the layout, activities and schedule of the show.
• Arrive early.
• Assess show security.
• Have a game plan:
  • Key elements of a presentation:
    • Welcome
    • Qualify your prospects
    • Inform, Demonstrate, Sell
    • Close
    • Thanks
  • Dress, manner and style will impact on your success.
  • Be a good listener.
  • Be familiar with displayed products/services you are promoting.
  • Determine the approach of handling give-aways/literature.
• Follow-up with prospects and fulfill all requests you're committed to.
• Evaluation—this will assist you in planning for your next show.

Buying Tips

• Research demographics of trading area.
• Know your customers' needs/wants prior to show.
• Establish a budget based on pre-determined sales categories.
• If possible, obtain an exhibitors list prior to the show to schedule your meetings.

Note: Often, associations provide space for displays at their annual conventions. This can be an excellent outlet to introduce your new product(s) and service(s).

The following are some popular trade show related Web sites which you may find useful:
The Ultimate Trade Show Resource— http://www2.tsnn.com/
SourceCAN— http://www.sourcecan.com/E/sb1410.cfm
The Trade Group— http://www.tradegroup.com
Tradeshow Week— http://www.tradeshowweek.com
TradeshowBizCanada— http://www.businesseventsguide.com/default1.asp
Canadian Association of Exposition Management— www.caem.ca

Prepared by: Saskatchewan Industry and Resources, Business and Co-operative Services