7 Quick Tips on How to Sell at a Trade Show Like a Pro

Selling at a trade show requires setting clear goals, promoting your booth pre-show, designing a stunning booth, and enthusiastically engaging with attendees.

Discover seven tried-and-true trade show sales tips to boost your sales and engagement.

Learn How to Sell at a Trade Show Successfully

Trade shows provide amazing marketing opportunities to showcase your brand and build meaningful connections.

Once you find the right event, make sure it’s worth your investment by following these steps for the best results:

1. Set clear goals.

Before designing your trade show booth, take time to think about your objectives.

Do you want to boost sales? Generate leads? Raise brand awareness?

With clear goals, it’s easier to refine your marketing and overall trade show strategy.

2. Do your research.

 Here’s what to focus on:

• Know who you are: Pinpoint your brand’s unique selling points, and craft a compelling story about your company.
• Identify your target buyers: What are their demographics, preferences, and buying behaviors? What problems do they want to solve?
• Learn everything about the trade show: Study the event schedule, floor layout, exhibitors, and competitors to position your booth strategically. Discover what booth strategies worked for others in past trade shows.

3. Spread the word about your booth weeks before the event.

Persistent pre-show promotion transforms an empty booth into a thriving activity hub.

Email your newsletter list and call/text loyal customers to promote your trade show presence.

Then, remind them days before the event and on opening day. Don’t forget to inform potential attendees about your booth number and event location.

Give them an enticing incentive, like a special gift or discount.

Get active on social media and tag the trade show when promoting your booth. Also, update your website to highlight your upcoming trade show participation.

Pro Tip: Explore paid online ads like LinkedIn targeted ads to attract more show attendees. Choose specific job titles and company types to reach the most relevant audience.

4. Design an eye-catching booth.

With all the noise and excitement at trade shows, you want to stand out and get noticed by using bright colors and attractive displays.

But don’t overcrowd your space! It should be cohesive and easy to navigate.

And make sure everything in your booth aligns with your brand identity to reinforce brand recognition. 

Kyle Strahl, founder and creative director at KEYLAY Design, recommends using creative technology and marketing materials to intrigue attendees. Build a virtual 3D model as a booth mockup for better visualization.

Pro Tip: Assign staff to approach attendees and invite them to your booth. Teach them a 30 second commercial (an elevator pitch) to stir curiosity.

5. Be friendly, attentive, and approachable. 

No matter how many attendees pass by your booth, greet each visitor like they’re your first customer for the day.

Stand in front, make eye contact, and smile. If someone shows interest, don’t hesitate, initiate!

Spark conversations and build trust with simple, engaging questions. 

But don’t be too pushy and salesy. An overly aggressive approach will turn people away. Just be casual and natural to make attendees feel comfortable.

It may be challenging, but stay on your feet throughout the day to keep an energetic and welcoming presence. Nothing says ‘I don’t want your business’ like scrolling through cat videos in a corner while potential buyers walk by!

If you have to use your phone or rest for a bit, leave your booth and go to a nearby lounge area. But be sure there’s always someone in your booth to engage with attendees.

6. Qualify quickly.

You want to target prospective customers who actually want to buy your product or service (not swag hunters with three tote bags already full).

After making small talk, ask qualifying questions right away to determine if an attendee wants to make a purchase and avoid wasting time. Find out why they’re at the trade show, whether they’re a buyer, supplier, or competitor.

Next, start a sales conversation that provides valuable information about:

• How your product or service works
• How it solves particular problems
• How it helped other customers
• What makes it unique or better than competitors

Pro Tip: Ask open-ended questions that are not answerable with a simple yes or no. Prepare a quick sales pitch, modify it as necessary, and monitor what works. Take down notes on index cards to remember interactions if needed.

7. Close the deal.

Finally, close the deal on the spot or set up future meetings to build a solid relationship with potential buyers. 

Collect contact details and hand out professional business cards for easier communication.

If possible, create a private space within your booth where you sit down and talk one-on-one with potential customers. Offer exclusive discounts and limited-time offers to seal the deal.

Nurture Relationships to Drive Conversions After the Show

Once the trade show is over, it’s time to reach out to leads promptly with personalized emails and phone calls to move them further down the sales funnel. Schedule a meeting to deliver your pitch.

And that’s it!

With the sales tactics above on how to sell at a trade show, you’ll achieve your marketing goals and make the most of the experience.

Need a show-stopping banner to make your booth impossible to ignore? NorthCoast Banners offers premium vinyl, cloth, and mesh banners with vibrant graphics, perfect for both indoor and outdoor events across the U.S.

Get in touch with us now for a free quote!

Next, learn how to design a trade show banner with our extensive guide.