Seven Networking Tips for Trade Shows
By Graham Green, Marketing Director of Just Displays
February 2, 2009
Wear your name tag. This sounds like its too obvious - but you probably know that names can be difficult to remember. Be friendly to the other participants - keep your name tag on at all times. That way people have multiple opportunities to remember your name, and nobody will feel embarrassed for forgetting it - which isn't unreasonable, considering that most people at trade shows will learn a lot of new names in the few days they attend.
Don't be too salesy. When you talk to people, try not to sound too rehearsed - and don't, whatever you do, corner anyone and give them your strongest pitch. Remember, you're at the trade show for the soft sell - meet new people and prospects, introduce yourself and your business, and make a great impression.
Write everything down. You think you'll remember the names of everyone you meet and the details of the conversations you've had at the trade show - but you probably won't. Even the most fascinating conversation can get a little hazy after three days of solid networking. Make sure that you get a business card from everyone you meet. After a conversation, jot down a few (legible) notes about the things you discussed on the back of the person's card. That way you'll remember the person later - and you'll be in a better position to qualify them as a lead.
Ask questions for the benefit of all. Don't be the guy who asks long-winded questions nobody else is interested in at presentations. Be thoughtful of the other audience members - and ask general questions. Later, you'll probably have time to introduce yourself to the presenter and ask more specific questions. You'll have a better opportunity to make a contact this way, as well.
Break up your group. If you go with several other employees, make sure you all split up. Nobody likes to approach a group of strangers to network - it's intimidating. If you're alone, you're more approachable - and better able to join groups of new people. This way, you'll be able to learn new things and meet new people - the reason you're there.
Set a goal. Tell yourself that you plan on collecting 10 new business cards, introduce yourself to seven new people, or start a conversation with six new people today. Write your goal down, and give yourself a check every time you progress. If you have a concrete goal, you'll have something to work toward - and you'll probably find it easier after the first few. It's important to give yourself a goal that sounds reasonable - even a little low. That way, you won't feel like you'll never meet it and get discouraged.
Be a resource. Be willing to give as much information about your industry or business as possible to others - without giving away trade secrets. The more open and helpful you look, the better impression you'll make. Incorporate that into your handouts if possible - include tips and how-to information, not just sales literature. People you meet will notice and appreciate it.
Follow up. This is where those notes you wrote on the backs of business cards will come in handy. Send personalized notes referencing the conversation you had with each person, and provide extra information about your business plus any literature you think they might be interested in based on your conversation. You'll look thoughtful and thorough - and your new contacts will definitely be impressed.
A trade show is an ideal place for making new contacts. Don't be afraid to put yourself out there, talk to as many people as possible and learn a lot. Follow these tips, and you're sure to make a good impression.
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