Strategy August 12, 2019
Do You Know The Two Goals For All Trade Show Exhibitors?
Do you know the TWO GOALS for all trade show exhibitors (that most MISS)?
Trade show expert Bruce Kolbrener, EVP of Sales at Quinn, reveals them and how distributors can better support their buyers in accomplishing them.
What are the two true goals for every trade show that most MISS?
No matter what the industry, product or service, the object of the game is to:
1. Attract the right prospect
2. Get that person to the next level in the relationship
If the person is a new account, they must be qualified, engaged to see if they're a match. If the person is already a customer, then the goal is to present them with new product and service opportunities that either help solve issues and/or increase their sales. Kolbrener explains, “What we have found is that most of the people who work the exhibit do not approach prospects this way, and don’t have a strategy to first ATTRACT the right prospect, and then gauge what’s next in their lead development.”
“Our role at Quinn is not just to sell stuff for trade shows,” relays Kolbrener. “Our job is twofold. It’s first to educate the distributor on what attracts and develops leads best so he can make his clients’ exhibit job EASIER, then we make the distributors’ order process EASIER, which is the core credo of our company."