Automatic Merchandiser

MAY 2012

Automatic Merchandiser serves the business management, marketing, technology and product information needs of its readers including vending operators, coffee service operators, product brokers, and product and equipment distributors in print.

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BU SI N E S S B A SI C S How to work the show fl oor Some of the same selling and pros- pecting rules used in cold calling apply in working trade shows. Like any other business tactic, you'll get better results if you begin with the end in mind. Are you going to the trade show to meet new prospects? To launch a new product? To take a leadership role in your industry? As an exhibitor, you only have about 30 seconds to interact with someone walking by, so prepare a quick sentence or two to tell your story. You will need an "elevator speech," a 1- or 2-sentence state- ment you can make in 15 seconds or less that introduces your company and your unique offer. Here is a sample dialogue: Potential buyer: "I am not familiar with your company; what is that you do?" You: "We are Acme Food and Vending and we provide an exten- sive menu of reasonably priced, fresh products that your employees want, through state-of-the-art vend- ing machines." The pace of a trade show is very fast. The people in attendance want to see a lot in a short period of time. You will only have a few minutes to make an impression before they are distracted or led away. There should be no idle chit chat with "tire kickers" while potential new customers wait for your attention. Train your booth staff to qualify attendees quickly. The time and energy you devote to selling to an unqualified poten- tial buyer is wasted. Meanwhile, potential new customers wait for your attention. Some people who work at trade shows believe that they have to tell everybody their story. You don't. Not everyone who attends the show is your potential customer, so quickly identify whether the 38 Tabletop trade shows are less expensive to exhibit at than shows with large booths. THE follow-up after the show is the most critical phase. person you're talking to can actu- ally benefi t from what you have to offer. If they can't, say goodbye as fast as possible. When qualifying your trade show prospects, if both parties agree that there's a possibility of doing business, you should set up your next meeting right there in the booth, on the spot. The show eventually ends and there is a sigh of relief, but this is when the most important work begins. The follow-up after the show is the most critical phase. If you're not willing to commit to a systematic, structured and timely follow-up after the show, don't go to a trade show as an exhibitor. I have known companies who did a great job at the actual event, only to totally drop the ball on the follow- up after the show. Automatic Merchandiser VendingMarketWatch.com May 2012 To fi nd an appropriate trade show, check the Website, www.tsnn. com for a list of some bigger busi- ness shows. No matter how small your busi- ness may be, the benefi ts of attend- ing a trade show with attendees who are potential buyers of your services can be very benefi cial. ABOUT THE AUTHOR Tom Britten is an analyst, intermediary and professional consultant with more than 30 years of industry experience. He functions as a full service resource available to all vending, OCS and foodservice companies large and small. Con- tact Britten Management Services, LLC for a free, and no-obligation consultation at 813-469-5437 or via email: tombritten@msn.com.

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