The S.A.S. of Exhibitions

Having watched the S.A.S. program currently being shown on Channel 4, I can’t help but be fascinated by what makes elite soldiers tick and the mental resilience they must have to do what they do.

It is almost as if there are secret ingredients that make up these soldiers and without all of them, success in the S.A.S. will never be achieved.

Luckily you don’t have to have quite so many extreme qualities to take part in exhibitions but you do need certain ingredients to ensure success, but these are no secret.

This short and simple list will help any beginner transform their first exhibition in to a great success.

S – Stand out from the crowd.

It is pointless going to an exhibition without an eye catching, well branded, cleverly designed stand. Without the right stand you are setting yourself up for failure.

Before you start your stand design process you need sit down and work out what it is you are going to an exhibition to achieve. Are you going to sell? Promote your brand? Boost current relations with clients? The list goes on…

If you need a little helping hand with this just call one of our team on 01782 264110 and they will help you decide what you are trying to do and help you achieve your goals.

A – Attention

Pay attention to the people coming on to your stand. Interact with them, make them laugh, make their day a little bit more enjoyable. Let’s face it trudging round exhibitions with people constantly trying to sell you things is not so much fun.

Offer them a drink, offer them a seat, get to know them a little, do whatever you can to make them feel comfortable and FIND OUT WHAT THEY NEED. Do not sell them what you have, find out if what you have suits their needs and if they can afford it.

For example it is a waste of time speaking to someone who has £100 to spend when your product or service costs £10,000, or someone who needs an I.T. servicing company if you are selling IT accessories.

S – Sales process.

Remember a lot of your sales will not be made at the exhibition, especially at business to business exhibitions. So lead generation is key! But following up those leads properly and effectively is even more important!

Don’t fall at the first hurdle, remember you will have to make contact several times with most of the leads you have obtained to get anywhere.

It takes a lot of hard work to get into the S.A.S. and unfortunately so do exhibitions, but if the hard work is done correctly and effectively you will reap the rewards!

Tom Bristow

Plus Group

Tom Bristow is the Managing Director of The Plus Group and has worked in the exhibition industry for over a decade. He is passionate about the service his company provides and he eats, breathes and sleeps everything exhibitions.

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