On the planet of exhibiting and commerce exhibits, three widespread opinions of this department of the gross sales and advertising and marketing tree is:
- all we get is awful leads,
- we do not know if we made gross sales
- commerce exhibits are a waste of money and time
Why this response? As a result of it is powerful to stand-out among the many crowd, particularly within the fast-moving, hyper-media setting of medical commerce present and exhibit advertising and marketing. It appears worse when you do not have a sales space that appears like a small metropolis on the present flooring.
Let’s face it, not everybody has a 1,000 sq.ft. or bigger sized sales space like some you see at RSNA, Well being Care Exhibitors Affiliation, HCEA, or one of many largest annual exhibits.
However the secret to gross sales, no matter your measurement or finances comes from how nicely you strategize, put together, and work the three principal components of the occasion. These are:
Half One: methods, preparation, and advertising and marketing earlier than the occasion
Half Two: actions to qualify and promote in the course of the present
Half Three: leads-to-sales growth applications after the occasion
All three components are essential to getting good leads and making extra gross sales. This is why.
Most commerce present advertising and marketing focuses completely on the actions of the commerce present flooring; I.e. the sales space make-up, structure, and the actions inside. However worthwhile commerce present advertising and marketing is sort of a three-legged stool, with the “earlier than occasion”, “in the course of the present”, and “after the occasion” components as legs that help the general present program.
The costliest mistake to gross sales is that the “in the course of the present” leg is normally a lot bigger than the others, with the “earlier than the occasion” and “after the occasion” legs normally small and Typically lacking. When this occurs, the present program will get unbalanced and your gross sales will undergo.
Understanding this, I like to recommend you shift your consideration and assets to ALL THREE PARTS of the present program, not simply what occurs on the present flooring. This can create an unbelievable benefit over your rivals who focus solely on the sales space.
Subsequently, the subsequent ten factors present you the costliest medical commerce present errors, and how one can seize higher leads and extra gross sales by avoiding them.
Earlier than the Occasion
1. Mistake: No targets, outcomes, or anticipated outcomes for the sho
Resolution: Meet along with your commerce present crew Three- 6 months earlier than the present and set your anticipated outcomes and outcomes; then construct your total program round them.
2. Mistake: Not coaching your sales space staff
Resolution: Prepare your sales space staff earlier than the present within the ability of asking questions, listening, and documenting the particular wants of every prospect they meet, then role-play. Keep in mind, gathering vital details about the client wants will supercharge your post-show lead follow-ups.
Three. Mistake: No pre-show advertising and marketing.
Resolution: Simply shopping for the pre-show registration listing and mailing a postcard or letter is just not sufficient. Use a multi-touch, multi-media marketing campaign to focus on and entice the high-value prospects and prospects you need to meet.
At The Present
four. Mistake: Specializing in lead counts, not lead high quality
Resolution: Solely certified present leads will launch your post-show gross sales course of. Have a system in place to pre-qualify every lead on the present sales space and improve it is worth to your salespeople; and eliminate the enterprise card “fishbowls”.
5. Mistake: Making an attempt to make a long-lasting “model impression” on the present
Resolution: Present attendees see an excessive amount of to count on them to recollect your large, flashy sales space and skim your shiny brochures. As an alternative, use the post-show lead growth course of to repeatedly “model” your worth of their minds.
6. Mistake: Spending all the present finances on the sales space
Resolution: Pump-up your present returns by allocating cash from the sales space finances and investing it into pre-show advertising and marketing and post-show lead follow-up. Keep in mind: Higher Leads = Extra Gross sales!
After The Occasion
7. Mistake: Giving all of your present results in the salespeople
Resolution: That is by far the NUMBER ONE mistake medical commerce present exhibitors make. Exhibit business research present that solely 10%-12% of present leads are true gross sales leads; the remaining are advertising and marketing leads. Discover ways to qualify higher, and solely give your salespeople need they honestly need; red-hot prospects!
eight. Mistake: Not utilizing a lead follow-up system
Resolution: Lead growth is your key to post-show gross sales and earnings. Buy or develop a multi-touch lead growth system earlier than the present, and use it to maneuver your results in a real gross sales alternative.
9. Mistake: Treating all leads the identical
Resolution: Exhibit business research present leads have completely different time-frames to buy. Subsequently, use a lead growth system that separates and develops the leads contemplating brief, medium, and long-term shopping for cycles.
10. Mistake: Not budgeting cash for long-term lead follow-up
Resolution: Allocate wherever from 15%-25% of your whole present finances for long-term lead follow-up. Earnings should not made till a sale is closed and paid so use a long-term lead growth system. You spent large cash to exhibit, so take advantage of your funding by funding the follow-up.
Take one or two factors from every part, and begin at the moment utilizing them to organize to your subsequent present. Then, your exhibit program will generate higher leads, and switch them into certified gross sales alternatives that makes you cash.
Steve Underation makes a speciality of serving to commerce present exhibitors construct “commerce present revenue methods for dramatic will increase in gross sales and earnings from their exhibit investments. Steve is a Licensed Commerce Present Marketer (CTSM), the co-author of the best-selling e book “The Platinum Rule for Commerce Present Mastery”, and writer of “Tips on how to Love The Recession” utilizing commerce exhibits and occasions.