Making the most of your stand
Now that you have booked your stand, we would like to ensure you get the most out of your investment in The Micro Business Show. Here are some top tips to get you on your way!
BEFORE THE EVENT
1. Promote your attendance at the show in advance and use our handy email logo on all your emails. Send personal emails and invitations to your customers a few weeks in advance to let them know that you are going to be at the fair, and ideally try and get them to fix an appointment with you. Invite buyers and press to come and see you, and send them something to give an preview of what you will be showing. Schedule in a reminder email a few days before the event, to check everyone has it in their diary!
2. Be Social and make sure to use #MicroBizShow or to tag the event in your social media posts in order to make it easy for us to shout about you as an exhibitor. Feel free to tag us too @MicroBizShow! This helps you reach a wider audience, than those already in your network. Keep up with some posts during the day if you can, with photo’s and video’s of your stand and the event in general – don't forget to use #MicroBizShow!
ON THE DAY
3. Get there early! We’ll be there for set up between 8am – 10am, before the event is open for the general public. Check your stand to make sure any literature is prominent, and that any technology is working. Bring a colleague or a friend - the extra help will be appreciated! Make sure they can talk confidently about your products or services, and discuss how to field queries on the stand. Work out a rota to you get short breaks during the day, when are you not too busy!
4. Explore the exhibition to become familiar with the layout and see who else might be there. You can arrange to meet any potential customers, competitors or potential partners in our Networking Zone during the open sessions.
5. Be cool and don’t dive on visitors as they walk near your stand! Relax and be yourself – smile and make eye contact, and this will naturally draw people in. Be friendly and welcoming at all times – even if you’re tired and your feet are hurting – and keep chatting to as many people as you possible can. Think about your body language and what signals you are giving off. Standing there, looking bored with your arms crossed will deter people from approaching!
6. Make it easy for visitors to ask you questions. Have products on display, and maybe a fun element with a game or a prize draw? Giveaways or demo's are effective ice-breakers, as is running a special offer for the event. Make sure any props supports your services and brand! Interactive displays also attract people to your stand, and will get you great social media coverage too.
7. Ask open questions which can’t be answered by visitors with a simple “No” before walking away. For example, “Hello, what brings you here today” or “How much are you familiar with our product/service?” would be a much more productive conversation starter than “Can I help?”. Start softly with general topic, such as the weather, the venue, the free coffee etc, and follow up with a question about their reasons for coming to the exhibition. Ask the right questions to see if the people you meet are likely to become customers. Ask them if there’s something specific they’re interested, are they looking to make changes, what are their biggest challenges etc.
8. Be open minded about the visitors you meet, and don’t make snap decisions based on first impressions! Ask them questions to get them talking about their company, and listen carefully to the answers to get the full picture of who you are talking to, and what benefits you have to each other. They may be a direct customer, a new supplier or even a new opportunity for chance to collaborate on a new project.
9. Talk about how you help, listing the specific benefits you bring, and try to give examples rather than just telling someone the features. Use sentence links such as “which means that” to turn features into benefits. Your examples can refer to recent clients and the service you have provided, but tailor your response to suit the individual – you'll show you have been listening and can address what matters to them!
10. Make Notes and follow up. After you’ve talking to people, you need to keep track of leads. Collect business cards, and make a note of enquiries. Try to categorise the strength of the lead, make a note of any specific area of interest and next steps. This could be a general courtesy email to everyone who stopped by, a sales follow up call to address specific queries, or maybe to book an appointment to discuss further.
AFTER THE EVENT
After the exhibition have identify what worked, and what needs improving. Refer back to your measurable objections....did you achieve what you wanted to? Check you are happy with how enquiries have been prioritised and get following up!