Written by Sean McPheat |
I keynoted at the ISM’s Successful Selling Conference where I met and had a very interesting conversation with Peter Bowen, CEO of Access Displays – who produce modular and custom built exhibition stands for all manner of venues and events.
Peter Bowen is an industry expert and panel member at the Event Supplier and Service Association. Having been in the sales and marketing industry for 28 years, Peter has helped thousands of SME’s increase their presence through exhibitions and display solutions – which makes him somewhat of an authority figure on the subject of exhibiting at key events.
Peter had some really interesting information about the benefits of exhibiting and how to get the best out of your place at the show, so I have invited Peter to share his insights with you all. Enjoy!
How To Maximize Your ROI At An Exhibition
The value of face to face selling at exhibitions is well documented, so in these testing times, where we all have fewer customers with less money to spend, it is imperative that we plan ahead and train our stand personnel to work harder and smarter than our competitors. The following tips might make the difference and help you realise the true potential of exhibiting.
Think about why you are exhibiting. Is it to sell more products, improve brand awareness, meet existing customers, collect leads for future appointments, find distributors or something else?
What are your objectives for the show?
Do your research about the show
Keep It Simple Stupid (KISS)
Once you have agreed your objectives make sure you explain them to the people that are manning the exhibition stand and make sure that everybody knows who is responsible for what!
Whether you use bar code readers or a simple pad and pen, make notes on what your customers were interested in so that you can send them the correct information or speak to them in more detail after the show.
“There is nothing worse for a customer, who has spent half an hour on the stand explaining his requirement, than receiving a telephone call a week later asking him what he was interested in.”
Before the show discuss what questions your customers are likely to ask and make sure you have the answers or know where to get them.
Conduct some exhibition training on your products, availability, distributors, prices, trade discounts, delivery costs, production times, service agreements, returns policy and don’t forget it your customers might want to “know who else has bought your product or service”.
For more tips on exhibiting go to
Peter Bowen, CEO of Access Displays
Peter has got some fantastic best buy offers on a wide range of exhibition displays and stand equipment from Access Displays, so head to for more information on these great deals.
(Image by Estate Agency Events)
Bestselling Author, Sales Authority & Speaker On Modern Day Selling Methods
Originally published: 1 November, 2011