Once you have decided where you are going to locate your stand and know when you have to be set up and be ready to go, you’ve got to decide what you want to achieve when people come to your stand.
You must have a singular focus on that. For example, do you want to sell them something, get their contact details or just say hello to people? What is it you want to do?
And my tip is always to get contact details and their permission to follow them up, by offering to send them some exciting information. I don’t like trying to sell from the stand because you can spend a lot of time selling to somebody who turns out to be a tyre kicker. Meantime, you miss the opportunity to talk to lots of other people who would have bought. So, what are you going to do at the stand you’ve got?
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Now, let’s say you’re in a good traffic area where lots of people will stand to talk or walk past; you must decide how you attract them to your stand. What are you going to do that makes them come across and want to talk to you?
Are you going to use action, information or exhibits that will seize their attention and have them wanting to look, linger and talk?
You might have a juggler juggling, you might have a piece of machinery running, attractive people demonstrating products, lights, bells and whistles, a spinning wheel to give away prizes, or giveaways that they lust after. You’ve just got to make sure you appeal to the right people and make it irresistible to come to your stand!
(To be continued in the next article).
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