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By Dirk Kreuter (More) • Last updated on October 17.02.2024, XNUMX • First published on 21.07.2017/XNUMX/XNUMX • So far 7147 readers, 2380 social media shares Likes & Reviews (5 / 5) • Read & write comments
Do you know that? You attend a trade fair. You see a stand with interesting products and head towards it. After what felt like an eternity of waiting, we looked for a stand employee. Unfortunately they are Employees busy talking to each other. Too bad, missed opportunity! Read here how, as a sales decision-maker, you can organize your trade fair stand Success .
Many exhibitors do not have one Set for the fair. The Olympic thought prevails: “Being there is everything.”, “Because the competition is there, we also go there.” or “We're going there because we've always been there”. Very few think about their reasons for participating in a trade fair beforehand. Things are formulated that cannot be measured, such as:
These are all wishes. Goals only become goals when they can be measured. Why are goals at the fair so important? Goals give employees a Orientation. In day-to-day business, employees do not know whether they should take care of existing customers or new customers first. You don't know if that Conversation should be designed in detail or brought to the point in a nutshell.
One of the main mistakes is to equate the priority of consumer protection with the acquisition of new customers. This is comparable to day and night.
If you tell a trade fair architect now that he is to build a test stand for you because of these goals, he does not know what to do.
I'll tell you the evening before your first day at the trade fair whether your trade fair will be a success or not. Why? No, I don't have a crystal ball to look into. Studies have shown that trade visitors spend 90% of their time at trade fairs in advance to plan.
Concrete appointments are arranged with exhibitors or a trade fair plan is drawn up with the appropriate routes. The visitors that you spontaneously address as an exhibitor, who find their way to your stand due to special exhibits or an exciting show, make up only 10% of the potential for the fair. You won't reach 90% with the tactic "wait for someone to speak to me", although this isn't a tactic either.
Contact the potential customers in advance. Make appointments for the fair. Possible steps are for example:
The post-processing period starts immediately.
The most important thing is that the agreed dates, which you do not have in the calendar before the show, will not save you at the trade fair, no matter how motivated you are.
The complete Behavior on the exhibition stand depends on the exhibition objectives. If you want to maintain your regular customers, expect this time, awareness , relationship maintenance, Esteem and a purchase confirmation.
The times of the Order Fairs are at most Industries over. Nowadays, trade fairs are mostly regarded as contact fairs. Here to qualify Your customer, does this potential have for your supplier and whether the supplier is attractive Solutions offers for your customer. Everything else will be agreed in subsequent appointments.
For a new customer first contact, the call duration of 30 minutes should not be exceeded.
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Dirk Kreuter is one of the most influential thought leaders on the topics of distribution, sales and acquisition. Kreuter is the owner of the company kreuter: neukunden mit garantie! He is CSP – Certified Speaker Professional, Trainer of the Year 2010, Speaker of the Year 2011. Together with Christian Wulff, the German SME Summit voted Dirk Kreuter TOP CONSULTANT for four years in a row from 2013 to 2016. From 2012 to 2014 he taught as a lecturer at the Steinbeis Transfer Institute as part of the Professional Speaking GSA certificate course. After Dirk Kreuter had started product-related sales training in 1991, he completed a trainer course at the professional association of German sales promoters and trainers in 1994. Kreuter held the first seminars abroad for English customers in 2007 in Eastern Europe. He has produced 30 publications as author, co-author and co-editor. All texts by Dirk Kreuter.
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