Parachutt" Inilustrl lssricirltim - Parachute Industry Association

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eing on the unfamiliar end of the contact-a trade show reverses normal business practices by bringing the buyer to the seller-is enough to throw a sales pitch otf the mark. Attracting the "right'' people to your booth becomes especially important.' Some exhibitors hold drawings, some gtve prizes and others hand out inexpensive giveaways. On an advance basis, giveaways can be a method of anracttng people who might not otherwise come to your booth. A preshow mailing, for instance, which alerts show registrants to stop by your booth to enter a prize drawing, can generate a mailing list as well as sales leads. Whatever you do, remember that anything that creates a monumental tratfic jam. . . or sales technaques that detain visitors longer than they care to stay. . . are real turnoffs! One of the biggest pluses of exhibiting at or attending a trade show is the opportunity to check out your competition and monitor industry trends. The real challenge of coming to a trade show is to be innovative and different. Each exhibitor attracts the customer a little ditferently-be it through the exhibit, advertising, a hospitality suite, a reception, or some other technique. Show rules will generally define lhe time when private functions are permissible. Trade shows can be a vital and dynamic part of your marketing or promotion plan. You can make them pay otl in sales; but remember, there are other reasons for exhibiting or attending! 'A related Selt-Promotion Manual article deals in greater depth with ways to anract more prospects to your trade show booth. This article,s based in Ffl upn povitxtsly publ(slwl fer,turea m fad slrowg "Mekiry lrad Slpws Pay," by Del,Johns'- l{enrilttgt t CoanntJonr nagazirc, Ot9Z6 W tE AilevB htblishing boWny: "Ttps foe lrade Stpws, " W,Joelilra K*t q, Itrc. nqzfrr, @totrt l98l: and "Sltrlelrtg )OurSut," by Ntt Zauzmer,ItSfl tnqrzlnr, Juna/Juty l%1, Alg&l by *ningtql Putt&x,tilns, \rc.
Listen Well-- and Other Trade Show Tips 'The hardest thing (for an exhibitor) is to just shut up and listen," says Allen Konopacki, president ol Incomm International, a Chicago sales training and research company. fnterviewed in the January 1987 issue of Venture magazine, Konopacki says you won't get your mon€y's worth from exhibiting at a trade show if you don't pay anention to what visitors to your booth are telling you. But that's not the only mistake made by the trade show novice. Konopacki lists what he believes are some of the most common: . Unbounded generosity: While giveaways like free pens, design doodads, screen printed samples or other prizes do generate goodwill, they also attract visitors to your booth who are not necessarily the ones you want to me€t. . Wordy displays. "This is one of th€ most critical mistakes," Konopacki says. The back wall of every exhibit should carry a brief but punchy slogan or message identifying your company or product. Like a billboard, eight words or less should be enough, he says, but then cites a notable exception: The message on a booth at a roc€nt clinical chemistry show in Chicago which read, 'How to get this instrument to pay for itself in 30 days." The instrument w.rs a $25,000 clinical bench analyzer the company sells to physicians. The slogan was successful, Konopackisays, because it diverted anention from the cost . . . yet implied good financial retums for the purchaser. . Feeding the masses: Hospitality suites and parties are passe, Konopacki contends, and the use ol otlsite me€ting centers (usually in a nearby hotel) lor more serious business discussions is on the rise. Light refreshments, and possibly white wine, might be available for these meetings, but the open bar is becoming a thing of the past. Another enor exhibitors make is not sizing up prosp€cls properly. Remember that trade show anende€s generally lall into thre€ groups: First is the "education visitor" who doesn't know a lot about the industry and is thers to learn. Then there's what Konopacki calls the "reinlorcement visitor'who has alreacly purchased equipment, supplies or services similar to what your company otfers and is there to compare not€s. He may, in fact, already be doing business with your company and is coming in'to be thanked.' But the key visitor is the "solution seekef who realizes that your equipment, services or supplies might suit his or her needs. How can you tellwho's wtro? Ask some simple questions . . . but not'Hi, may I help you?" or 'May I tell you about our super-duper screen printing press." Invariably the answer willbe "No. I'm just looking." End of conversation. lnstead, try this opening gambit: Thanks for coming in. What attracted you to our booth?' This will force the visitor to explain why he or she is there. Other leading questions Konopacki recommends: "How might you use this product?' Or, "'li/hen would you be likely to buy one?' Rememb€r, cautions Konopacki, You're not calling on the customer;the customer is calling on you. So you have a right to ask questions.' These questions will help your salesperson to chat briefly with about 100 peopfe aday, 10/" ol whom are likely to be qualified leads. First-Umers also en in not allowing enough pre-show preparation time. No matler what your purposo, most should start preparing for the show six to nin€ months in advance, Konopacki insists. Several key decisions must be made in that time p€riod, not th€ l€asl ot which is how much to spend. Booth space for a national sttow like SCREEN PRINT INTERNATIONAL usually runs about $10.00 p€r square foot, which adds up to $1000lor a minimum '1O-foot' Over
Page 1 and 2: JANUARY 1994 PRODUCT GROUNDING AND
Page 3 and 4: PIA 1993 Officers Presidenl Dan Tar
Page 5 and 6: PAFI FLITE lncorpclFated PRODUCT SE
Page 7 and 8: G.L'E'E PATH ,A'TEF|NAT'o|NAL - PRO
Page 9 and 10: Dear PIA Members and friends, I hop
Page 11 and 12: DEPARTMENT OF TI.IE ARMY UNITED STA
Page 13 and 14: COMMITTEENEWS B],XECt TTIVE COMMI'T
Page 15 and 16: S'I'RONGLY RELYING ON NE\\T C]ONI.
Page 17 and 18: ATTAO{I{ENT A Protocol for a Direct
Page 19 and 20: (iii) register these in thc directo
Page 21 and 22: plarar;hlrltr Inilustry lssriilatir
Page 23 and 24: FuryiSharpchuter combination. Scott
Page 25 and 26: DEALING WITH POOR RIGGING PRACTICES
Page 27 and 28: MINUTES PARACHUTE INDUSTRY ASSOCIAT
Page 29 and 30: I'lINUTES PIA MEETING TEMPE, ARIZON
Page 31 and 32: PARACHIITE INDUSTRY ASSOCTATTON Inc
Page 33 and 34: SSE, INC. Roger F. Allen Cliff Schm
Page 35 and 36: MINUTES PIA MEETING TEMPE, ARIZONA
Page 37 and 38: usinesses, .gov for governmental, a
Page 39 and 40: Exhibiting in Trade Shows Trade sho
Page 41: Tips for Trade Shows More than 7,80
Page 45 and 46: WbllTrained Booth Personnel Maka A
Page 47 and 48: Safety Posters PIA publishes a seri
Page 49 and 50: !T$EN n[ils LEGAT OUESTIOTS O Whet
Page 51: IMPORTANT! Check Your Address Label

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