• James Haldane

Trade Shows. "Hello" is not an Opening Line

Updated: Nov 1, 2020

How to Hold a Trade Show

An authentic Opening Line is ESSENTIAL

“Hi. Interested in xxxxx” as you give them a flyer to take.

Your opening line should be work-shopped by your crew

And you need back-up plans for your back-up plans. It's mission critical

It may be a Trade Show but it’s still a show! and “The Show Must Go On!”

If you don't rehearse the show will be AVERAGE. It's that simple


2 weeks before the Show. Build the Anticipation. What can you do?

Here's an example Mail your Hot Leads an empty box (e.g. Gourmet Chocolates) with a note that says, “Visit us at the EXPO to get this filled.”

The Event

Your Primary Signage, on your Booth, has 3 seconds to be understood.

Being switched-on for hours is difficult. Don’t do it if you can’t do it.

GET DETAILS from attendees; for follow-up. What would it take for you to hand over a business card???

Prizes? what type? how many?... Work Shop this with your group

No food or drink in the Booth, except water.

Leave the Booth if you need to use your telephone or eat.

Focus your attention outwards. Internal chit-chat to a minimum.

Be Approachable. They’ll think you’re on a break, if you’re sitting.

Follow Up Phone Call. Post Event

Don’t let your Event fade Talking to them a few days later, makes them re-live the event. Result – Impact doubled!

Ask for feedback (be specific). Invite them to the next Event. Start a conversation. Meet for coffee. Go Tiger!

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