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When you're an exhibitor at a trade show, you want to take advantage of the profit potential that the large crowds bring. Make use of trade shows as a sales tool by taking the right approach. Here are a few suggestions for enhancing your competitive advantage at trade shows.
Step 1:

Get the best stall you can. Location is key to the success of your marketing efforts at a trade show. The closer you are to the crowds and the more exposure you get, the better your chances are of enhancing your competitive advantage. It's worth the extra money to secure one of the best booths at the trade show. A strategic location will definitely put you one step ahead of your competition when it comes to drawing in interested trade show goers.

Step 2:

Make your booth attractive. You can have the best location in the whole trade show, but if you haven't got an attractive booth, potential customers are still going to walk right by you. Draw in as many potential leads as you can at trade shows by taking the time to invest in a booth that reflects the products, services and professional attitude of your company. Have signs professionally made, set up informative displays, and have an interesting backdrop. Enhance your competitive advantage by blowing away the competition with a stellar trade show booth.

Step 3:

Offer a quality handout. To draw in more clients than your competition, you will need to have a handout at the trade show that people are going to be interested in. You can go with the standard pen, notepad or balloon with your company contact information on it. But informative handouts or postcards that include enticing offers are sure to create more leads for you. Have a table near the front of your trade show booth that is covered in postcard handouts or other pamphlets. In the handout, offer a free service or free gift with purchase to those who contact you after the trade show. And make sure that you don't skimp on the quality of the pamphlets either. Maintain the high quality that your company demands by providing only the best to your interested clients in the form of a handout. Generating leads through handouts will definitely enhance your competitive edge. (Just make sure you don't break the bank by giving away items that won't provide a return on your investment. Provide handouts to interested clients and make it a stipulation that they buy something in order to receive a bonus product or service.)

Step 4:

Send in your best troops. At a trade show, one-on-one interaction is key to generating leads and securing deals. Make sure you send in your best human resources to enhance your competitive advantage at a trade show. Train employees on the ins and outs of all product and services. And coach the people who will be working at the booth to approach customers (and not just sit in the back corner of the booth, waiting for the trade show to end.) Good company representatives will be forward in their approach to talking to interested clients. So send in your most outgoing, knowledgeable staff.

Step 5:

Offer special show pricing. You may be able to draw in some customers with special show pricing. Offer limited time deals to anyone who purchases from you at the show. Your competitors will be balking at your efforts to surpass them in sales during the trade show.

Step 6:

Go above and beyond. This one may be bold, but at a trade show, you want to do anything to enhance your competitive advantage. And that may include bribery. The idea is to get people into your booth, no matter what it takes. So consider offering food or beverages as a way to draw people into your booth. While they're there munching away, you can discuss your products and services with them. You'll definitely draw in more people than your competition at trade shows if you offer something that no one else is offering.  

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