The Secrets of Trade Show Success
In today’s fast paced world, it takes a simple message, put across in a unique way. To capture attention and get your sales message across to you potential new clients.
Exhibiting at a trade show is advertising. Just like the advertising your company places in it’s trade magazines The effectiveness of an advertisement is measured by the number of people who
read the ad, not the number of people on the publication’s subscription list.
The effectiveness of your display at a trade show can be measured by the number
of perspective clients who receive your message, as compared to the number of people attending the show. If an advertisement with color is placed among ads in black and white, the color ad
will stand out.
In the same way, the trade show display which presents live sales entertainment is most likely to be the booth that draws the largest crowds, gains the most attention, and does the most business.
At your next show, ask people why they stop at various booths. You’ll find an attractive booth will stop some people, a pre-developed interest will draw others,
“but a live, unique sales entertainer can stop them all.”
YOUR TRADE SHOW AD, IN COLOR
The booth with a Professional Sales Entertainer, compared to an ordinary booth,
is like the color advertisement compared to the black and white ad.
Any participation in a trade show is costly, but you can insure your success by
used a “grabber” to make sure the largest number of people will hear the benefits
of doing business with your company.
HOW TO FIND THE RIGHT SALES ENTERTAINER
It’s easy to find great entertainers. And a bit harder to find top sales people.
But to profit at trade show, you must find a person who is a rare combination of
entertainer and salesperson.
Working the trade show booth requires the product presentation be given by the
Sales Entertainer in a direct, condensed form. A short, tightly presented sales
pitch should be given while entertaining and pulling a crowd. But he or she can do
A NEW MARKETING TEAM MEMBER
A good sales entertainer can and should become a member of your sales team,
and can often be used for public relations work, in addition to the presentation
given in the booth.
Hire a clown if you just want attention. Hire a Professional Sales Entertainer if you
want respect and results.
WHAT TO LOOK FOR
If you wish to hire an individual who can entertain, sell and properly represent
you and your organization, everything involved is important. Here are qualities for
which you should look:
1)Propriety. Will this person dress appropriately? Can they meet the expectations
of your clients? Can this person relate to your company and products? You must
believe that this person will be acceptable and appeal to the group you are trying
2)Skill. Is this a truly multi-talented individual who can entertain and present your
sales message? Can this person demonstrate their pure “entertainment skills” on
3)Sales Ability. Is this person a “quick study” who can pick up your key sales points
by asking good questions? Will the audience enjoy listening to him/her sell the
virtues of your goods or services? There is a definite technique to successful sale
entertainment and it’s not up to you, the sponsor, to provide an entertainer on
the job training.
4)Equipment. Does the live presenter own the equipment need to make your
presentation? The Professional Sales Entertainer has the special props necessary
for a quality presentation. You should not pay for the tools of his/her trade unless
you desire custom-made props.
BLENDING SALES AND ENTERTAINMENT AT YOUR BOOTH
Whether or not an in-person visit is possible, the Sales Entertainer should be
given any printed material available:
Catalog or sales sheets
Sample product or photos
Background information on the company
THE PITCH: WHAT TO EXPECT
Given the proper information, the Sales Entertainer will be able to inject your
most important customer benefits into you show and drive them home with
Once your Sales Entertainer has effectively stopped the crowd, a percentage of
each group will stay to learn more from the regular sales staff.
TRAFFIC AND BOOTH LAYOUT
When you hire a Sales Entertainer, make sure he or she has the chance to be one.
Don’t hire this professional then then neglect to provide a proper working area.
If customers can see and hear, may will come back to your booth to see the show
again and will usually bring a friend.
CONTESTS AND GIVEAWAYS
A Professional Sales Entertainer will blend these offerings into his or her
presentation to give an “on purpose” look to all of the activities in the booth.
HOSPITALITY SUITE ENTERTAINMENT
For an additional fee, many Professional Sales Entertainers will present Hospitality
Suite mini-shows for the sponsor.
These shows are pure entertainment for the guests of the host.
HOW TO GET STARTED
If you want increased traffic at your next trade show; If you want those who stop
to learn your sales message; If you would like to wring top value out of you trade
show dollar; Consider using a Professional Sales Entertainer as your attraction.
For free, no-obligation consultation, call or write: