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151 Quick Ideas to Increase Sales

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Let Trade Shows Show You the Way

Trade shows are an important promotional resource for

many businesses. But others continue to rely on trade shows
long after they are productive. Trade shows do not represent a
quick-hitting sales strategy. In fact, without the implementation
of a well-thought-out strategy you should consider skipping this
type of promotional approach entirely.

To determine if trade shows can be a productive tool in

your promotional tool kit, consider the following ideas:

u

Who will you be coming in contact with, and
where are they in your business development con-
tinuum? Consider the conference participants,
other exhibitors, and organizers, and whether or
not they represent your true target markets.

u

How many quali-
fied prospects or
signed deals do
you need to acquire
as a result of this
show, and is there
some other way to
interact with these
same customers
and prospects that
will have greater
impact or repre-
sent a better use of time and financial resources?

u

How will your trade show presence compare to
your competition? Can you afford to spend as
much as necessary to present yourself well?

Assignment

Consider how the trade

shows can support all phas-
es of business development.
Always consider your pro-
motional approach when
making decisions about spe-
cific tactics and strategies.