Have you ever displayed at a vendor show and came home thinking you weren't successful or it was a waste of time? Chances are you missed the mark on how to be efficient at vendor shows. With the right knowledge, vendor shows are gold mines! Most companies do not train how to do a vendor show. You'll be surprised at what you have been missing.
Your Display
Keep your table simple. You only have about 10-15 seconds to capture their attention as they walk by. When setting up a table, you should stand back and look at your table and say “What do I want them to see MOST when they look at my table? What is the point I want to stress most? What is your focus/WHY for being at the show that day?” What is your focus?
- Are you collecting orders?
- Are you asking them to join your team?
- Are you looking for bookings?
Your table top display should be super simple and to the point. Do not clutter up your table display with fliers and brochures for them to read. (Read why under handouts & takeaway section)
If you sell products, display a couple of eye catching and best selling products. (If you are collecting orders as your WHY)
If you are recruiting, display some pictures that are appealing to your business.
If you are trying to get bookings, show some pictures of your parties and how fun they can be.
Call To Action
Keeping in mind to limit the text on your table, the visual text you do have should have a call to action.
“Book today and get a free prize”
“Join my team and get paid to have nice nails”
“Place your order today and have it by next weekend”
“Join my team and get paid to have nice nails”
“Place your order today and have it by next weekend”
Short. To the point. Calls for action. This allows for your audience to know what you want for them and what they should do all within that 10-15 second window you have to grab their attention as they pass by.
Incentives
You should offer incentives for your call to action. Whether you are looking for bookings, new team members, or orders - whatever is in your company guidelines, you should offer an incentive for your call to action.
“Order today and receive a free gift”
“Join my team today and I’ll come do your launch party.”
“Book a party today and get an extra 10 percent off at your party!”
This will entice them to buy, book, or sign up. People love a deal and if they think they are getting a great one, they will jump at the opportunity. Make sure when you are talking to people at the show that you mention these incentives in your conversation.
Get Their Info
Make sure you have a system that you can get their info. Now most people are not willing to give up their personal info unless there is a value to it. Offer an incentive: Enter a drawing and win this door prize . The most important thing to think about the contact info you want to collect. What info do you want from them? Contact info? Email? Survey about products?
Handouts & Takeaways
Most people do this the wrong way. They usually clutter their tables with pamphlets and takeaways in high hopes that everyone that takes one will magically connect back to them and take action. But there is a better way but it often involves you stepping out of your comfort zone. However, the results are much higher for follow through and action.
What I do is I keep all my handouts out of reach so I can personally connect with a prospect in order for them to obtain more info. Remember - your brochure is a tool, not a main method. 95% of people do not look at all the info they collect at vendor show. They simply hoard stuff in a purse to never look at it again. (Is this sounding familiar?) So always use personal connection first and provide the pamphlets as a follow up method for them. This way you also are not handing out a ton of pamphlets that you paid for just to have them sit in a bottle of a purse to be thrown away later.
When you actually talk to people first, you are establishing a rapport and sparking interest. Plus you are screening to see who you should give a pamphlet to so when you actually hand that pamphlet out, the person is interested and uses it as a call to action. Just do not hand one to everyone. Just makes more sense now right? Engaging with them will make you more memorable.
How to Pick a Vendor Show
There are several things to consider before signing up for a vendor show. You should think about:
#1 - What is the target audience there?” Think about your product or service combine with your ideal target audience. Will these people be attending this kind of an event?
For example, if you sell children’s books, you are not going to want to set up at a beer and wine festival. Sure there will be people there that have children, but are they attending that event with that in mind? Another great example is an woodmen's show. Would you set up a make up table there if you are selling make up? Chances are - not so much. Am I saying you won’t collect orders? You might - but the bigger picture is - is it going to be worth your time and money.
The second thing you should ask or be aware of:
#2 -How is it being advertised?” - You would be so surprised how many organizers depend on “word of mouth” these days! This is simply not a valid enough effort. A true organizer will take steps to alert local newspapers, websites, community advertising, as well as social media. You can also help advertise too (since it benefits you) by sharing with on social media or letting friends and family know. The best way to find this out is to ask the organizer. Assumption can lead to disappointment. You should be picky about what vendor shows you attend. It is your business and your time is worth money!
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