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Government Contracting : Marketing:
How to Take First Prize at Your Next Trade Show
By Robert Saker
I was watching the Westminster Kennel Club Annual Dog Show with my favorite canine friend and was impressed by the preparation of the winning breeders. The winner of this contest was Carlee, a German shorthaired pointer. There is a small difference between winning best of breed and the rest of the field, and it often comes down to the preparation and presentation of the owners. The fact that Carlee won this event wasn't left to chance, her owners carefully matched up her parents and selected her from the litter.
I'm reminded of this difference when I attend trade shows. Effective businesses treat shows not as a one day event, but a process. They set goals for what they want to accomplish, plan what resources they need, and establish plans for following up after the event.
Is your company prepared to stand out from the rest of the field when it goes to trade shows?
According to trade show research organization CEIR, there were 13,000 in 2004. Numerous agencies host small business trade shows throughout the year, ranging from the SBA's Business Matchmaking events to local events hosted by your Nebraska PTAC.
Many companies spend thousands of dollars ineffectively in preparing for and attending shows. They'll spend money attracting lots of people with giveaways and packed booths, but leave without any solid leads.
Conversely, the smart companies had attractive booths, effective messages, and followed up with me after the event. They didn't spend any more than the former group, often less, but their message was focused and much more effective.
How do government trade shows differ from the rest?
The most challenging and critical key to selling to the government is developing personal contacts with buyers. Due to heightened security regulations, it is often nearly impossible to develop lists of prospects from cold calling or cold direct mailing, and most agencies won't provide the names of buyers. Trade shows and conferences are one of the most effective methods of establishing a relationship with government buyers.
There may be preferred methods for purchasing. General Service Administration (GSA) schedules and Visa/Government Purchase Cards (GPC) are becoming the preferred methods for many purchases. If appropriate, make sure your company is prepared for either.
Government agencies have regulations for purchasing that may play to your advantage. Small businesses, disadvantaged business, HUBZones and other classifications may be an incentive for agencies to buy from your company. Know these programs and how to promote attendees awareness of your classifications.
So how can your company be focused and effective at its next trade show? Here are some specific recommendations:
- Set your goals in advance. It's amazing how many companies attend shows without specific goals, and yet having goals makes your team focused during the event. An essential goal should be to get contact information and form a relationship with actual decision makers/buyers. Trade show attendees are typically shopping, but not necessarily buying. Depending on what type of item you sell, you may have the opportunity for making a sale at a show, but this is often more opportunistic. Be realistic with your goals, and consider anything above that an added bonus.
- Plan your people. Your people are going to be on their feet and talking. They will get tired, so cycle them every few hours and keep them hydrated to keep them fresh. Try to staff the booth with enough people to handle all inquiries - at least two at a time - but don't overcrowd the booth.
- Bring appropriate people. The lingo in the government is different from nearly all other businesses. Make certain the people in your booth can communicate with the attendees in their language.
- Generate traffic in advance of the event. Contact existing customers that might attend and let them know where your booth will be located. Many attendees plan their trade show in advance by visiting the web site. Provide information on the conference web site or your own web site on your location.
- Make your booth available. Don't place a table between you and the attendees. Move tables off to the side and invite people in from the traffic of the corridors.
- Offer a clear and concise visual presentation. You only have a few seconds to make an impression. Place your company name and logo prominently and state what you do quickly. If you have a GSA Schedule or handle credit card transactions, make that immediately noticeable. Action pictures may help reinforce your message and add color to your booth. Avoid clutter or overwhelming items such as lots of text on signs.
- Be noticed, but don't distract from your message. My favorite booth attraction is for a plumbing company, who has a faucet seemingly suspended in the air and water coming out of the spout. It's effective because it draws me to their booth and I know from across the hall that they deal with plumbing. The free massages, putting greens for prizes, and drawings with spinning wheels attract unwanted people. This higher traffic may cause real customers to avoid your booth.
- Identify buyers from the rest. At five minutes per conversation, you can ideally hold 12 conversations per hour, but trade show traffic fluctuates so you must prioritize conversations. Avoid generic questions such as, "Was there something I can help you with?" Pointed, inviting questions like, "What do you do with your organization or unit?" and, "I'm glad you stopped by, was there a particular item I can help you with?" will get you to the attendees core needs quickly. Know how to quickly handle casual browsers and focus on the buyers.
- Establish a relationship. If you ignore all else, get contact information from visitors. With the increased security limiting direct contact, this may be the only chance you have to identify the person responsible for making purchasing decisions. Offer enticements for contact information. Make a note on business cards or on a pad of paper which contacts are buyers and those that are browsers.
- Cut back on the freebies. Offer freebies if they entice people to provide you with something of value, such as a business card or personal information. I have pens, cups, squeeze balls, hats, and a model airplane from trade shows. While I appreciate the items - I haven't bought pens in years - they don't encourage me to do business with companies.
- Limit the amount of information you provide AT the show. I've left trade shows with bags stuffed with product materials. I rarely go through those materials again unless I already had an interest in the firm, and usually discard the rest. Rather than give out brochures to every attendee that walks by your booth, get contact information and send follow-up letters with product information and brochures after the show. It's another point of contact, and the person will have more time to peruse your information.
- Follow up. Have a plan for sending information and calling after the show, and keep following up throughout the year. With the heightened security, be sure to ask the attendee the best way to contact them. There may be restrictions or bottlenecks with some types of communication, but they'll know the regulations and the best way to contact them.
Robert Saker has been a consultant with the Nebraska Business Development Center's Procurement Technical Assistance Program since 2004. Rob has worked in the Internet and telecommunications industries and has served as an online marketing consultant for businesses from small organizations to Fortune 500s since 1996.
Questions or comments, contact mikehall@mail.unomaha.edu
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