EXHIBITORS - Check Your URL

How many of you have a corporate web site? Everybody says "Yes".

How many of you know its proper URL? OK, most of you.

How many of you have read everything on the web site? Numbers are dropping like stones here. How many of you contributed information on the web site? Anybody there?

When was the last time you looked at the section related to your business segment? A year ago when it first went up? Has your business progressed since then? Does anybody know it?

Why am I asking so many questions? Because serious exhibit attendees can answer all of these questions about your business.

I'm seeing more sophisticated prospects and buyers at shows - and where did they get the information - those questions that stump you? From your very own web site.

How Do You Shop on the Web?

Think about how you get info off the web and what you do with it. Do you buy a car directly (a few) or do you "shop" for information, and then go kick the tires, dicker and deal.

Generally, you'll buy based on these three levels of comfort

1. You've done business with its brick-and-mortar or mail order operation (The Gap, Lands End).

2. You have faith in the legitimacy of the site based on reputation (i.e., Amazon.com).

3. The site is clear, the product meets your need and you feel it's a fair deal.

Same thing with attendees. Except thatat a trade show, they're not walking the aisles to just unexpectedly happen upon you. They have an agenda, and it's often because of the Internet.

They have the list of exhibitors and have evaluated your firm by its web site. Now, at the show, they have the opportunity to meet with you first hand, to review literature, see demonstrations, sample product, test your knowledge, and be steps closer to closing a deal with you.

First Appearances Count

What happens if you don't know what's on your web site and the attendee does?

1. You appear uninformed about your own firm. Attendees consider that you are not a serious player

2. Your company appears to take the trade show lightly because you are not properly trained by your firm. It's a waste of the attendee's time and effort.

In essence, if I - as the attendee - take the time to narrow down my list of potential partners, including your firm, and you - as the company's representative - don't know as much about your firm as I do - well, Bubba, I think I'll pass. You have to have very compelling reasons for me to do business with a firm that is less informed about itself than I am about it.

Why is this critical? As trade shows draw more international clients, I see foreign firms sending high-level decision-makers who have spent time to evaluate firms based on web information. They come with a preselected list of potential partners. And, I see US firms still sending Junior Execs who think "being cute" or "knowing the buzzwords" or having a "great booth" or "super prize" will win a deal.

Words to the Wise

So, when you select your staff for the next show, make sure one of the requirements is familiarity with your own web site. Often, it's the first and most critical step an attendee has to evaluate your firm before actually meeting you on the show floor.

Julia O'Connor - Speaker, Author, Consultant - writes about practical aspects of trade shows. As president of Trade Show Training, inc,, now celebrating its 10th year, she works with companies in a variety of industries to improve their bottom line and marketing opportunities at trade shows.

Julia is an expert in the psychology of the trade show environment and uses this expertise in sales training and management seminars.

---

Leave a Better Voice Mail Message

Yesterday I received a call from a financial planner named... Read More

Why Are Customers So Indecisive?

Do you know why your customer won't buy? You've given... Read More

Selling Services

Selling a service isn't the same as selling a product.... Read More

Two Mistakes That Will Cost You Money

You've met a new prospect, accurately assessed their needs and... Read More

Why I Hate (Most) Benefit Statements

Benefits are what motivate people to purchase from you, right?... Read More

Handling Objections

HANDLING OBJECTIONSSales presentation is not always going to be plain... Read More

Challenge Yourself!!! Evaluate Your Selling Skills!

This evaluation is not for the "weak-kneed". Real questions to... Read More

How To Make The Most Out of a Business Networking Event

You're not alone. Most people are uncomfortable walking into a... Read More

Revenue Growth Through Alliances

Any company in today's global economy must eventually face the... Read More

Dead Silence From Your Prospect: The Worst Sound Of All

Could this be the worst moment in your selling cycle?You've... Read More

The Prejudging Predicament

There's a direct correlation between sales experience and prejudging. The... Read More

It Isnt A Sale Until Youre Paid

Back in the days when I sold for CTV and... Read More

Why Executives Wont Take Your Call

Do you hang up on telemarketers? 9 times out of... Read More

Too Much Empathy Will Cost You Money

Ever have a prospect start out your sales call by... Read More

60 Ways to Increase Your Mail Order Catalog Sales

This article is meant to inform. Please don't construe this... Read More

The Anatomy of a Sales Letter

When Dr. Frankenstein exclaimed "it's alive... it's alive," he thought... Read More

The Best Day In The Week

The best day of the week is TODAY, of course.... Read More

How to Give Your Customers a Choice Between You and the Competition and Have Them Choose You

Instead of giving your customers or potential customers a choice... Read More

Chicken Little And The Disintermediation Myth

If Chicken Little were alive today he wouldn't be running... Read More

Your Ad -- Who Cares?

Junk mail. We all get it. And it goes straight... Read More

The Benefits of Buying Used Store Fixtures

The difference between antique or vintage store fixtures and used... Read More

A Little Something Special Goes a Long Way

Keeping the 80/20 rule in mind; that is that 80%... Read More

Qualifying Your Prospect

How do you respond when an absolute stranger calls, at... Read More

Writing Effective Sales Messages

A sales letter is a document designed to generate sales.... Read More

To Sell Successfully, You Have to Be Willing to Be Different

We are complex. We confidently assert that we are independent... Read More

Peddlers, Hucksters, & Empty Suits

Ever feel like you were "just a salesperson"? I think... Read More

Before They buy What You Say - 10 Steps To Selling Yourself

You are the productWe're all in the selling business whether... Read More

SPIN, Relevant To Both Salesmanship & Advertising!

Neil Rackham turned the world of high-ticket salesmanship on its... Read More

Sealing The Deal Over The Business Meal

Doing business over meals is a ritual that has existed... Read More

Do You Want to Know the 8 Tips to Selling More Products?

So often sales men and woman are the very people... Read More

Understanding The Corporate Buyer

Selling your services to corporations is an attractive proposition. The... Read More

Color Psychology Will Make Or Break Your Sales Success

Color psychology is the biggest question I receive on a... Read More

The Benefits of Metal Store Fixtures

Your choice of materials for store fixtures includes wood, metal,... Read More