Trade association meetings, trade shows, and conferences are all (still) worthwhile endeavors for your organization, particularly the sales teams. Essentially, anywhere your brand can be seen by prospective clients with a clear ROI, it is worth it.
Your organization can begin building its trade/conference strategy long before your teams arrive. Finding a list of attendees, sponsors, and the trade/conference theme or focus will provide baseline information for your teams to build a strategy around.
The sections below support the sales teams (and other needed organizational members) in their adventure into unknown territory so they can leave with new relationships, a stronger sense of the market, contact information for interested attendees, or simply stronger connections.
Your Sales Team + Trade Shows (Conferences) = Success!
It's time to deliver. Your sales team is preparing to engage a trade show or conference and you all have to be prepared for the real main event --brand exposure. In order to maximize your efforts, it can sometimes be best to train a new sales team so they can field light questions while your team can manage higher-level inquiries. All of this is tricky and requires proper planning and logistics. The resources below provide insight into strategic ways you can meet your goals and represent!
Your brand must remain relevant. This is true in your greater market as well as at the event. You can have the nicest materials and still lack relevance. Does your organization have a message that resonates with the attendees, mainly your target markets? Was there a buzz created before the day of the show so people understand how your offerings are superior within your market.
You must be seen. The resources below offer tangible and creative ways you can stand out, for instance: your Team can use creative stunts to get people's attention; create a video of your brand; send emails in advance to visitors' create buzz; and/or have a great display.
The power of connections and your organization's network can not be overstated. Tradeshows provide an opportunity for you to connect with others in your field and see opportunities for partnerships and strategic alignment. Although it is a tedious web to maneuver, it is well worth it in the end.
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