Turn Your Trade Show Contacts into Image Clients

Turn Your Trade Show Contacts into Image Clients

By Caterina Rando, MA, MCC

Trade shows are a great way to introduce new potential clients to your company, reconnect with your current clients and educate them to the many valuable products and services you have available.

Also trade shows allow an informal setting for people that have been thinking about working with your firm to get their questions answered, and to have an impromptu discussion about potential solutions to their challenges.

While trade shows can be a winning strategy to attract new clients, they can also be a huge waste of time, energy and resources if all that happens is that you build an eye-catching display and say “hi” to people as they walk by. Do not waste this great opportunity to build your image business. When formulating your trade show strategy for success, use the following tips to make sure your connections count.

Look Like a Million Bucks
I know I do not need to tell you this – still it is worth mentioning. You want to always look your best when working a trade show. Looking professional makes people more receptive to speaking with you. Make sure you look the part of the successful image professional. Press your suit, get a haircut and make sure your shoes are comfortable and polished. Where light colors – dark blue and black are more intimidating – go with the lighter colors in your palette for this event.

Get Out In Front
Put together a great display to really catch the attention of trade show attendees. Be sure to position the display tables in a way that allows you to easily enter into the pedestrian aisle. Do not put a table across the front of your booth, since this puts a barrier between you and passersby. Keep your booth neat and uncluttered. Put out only a few materials at a time.

Show Your Smile
Show your teeth to everyone and make eye contact as people come near your both. This conveys warmth and makes it easy for people to approach you. Go out of your way to be friendly, energetic and approachable, connecting with all the trade show attendees.

Success Starts with a Great Opening
Rehearse your opening statement. Say something that gets people to stop in their tracks and spend some time at your booth. Ask a question. “Would you like a one-minute image consultation?” is a good one. If someone says “yes,” first compliment something about their image and then give them one tip on how they can improve their look. Then ask them about their image objectives, telling them what your firm can do for them.

Offer a Show Special
Offering a show special and prominently displaying information about it can entice people to your booth. Show specials also create a sense of urgency to get people to make a buying decision right away. You can also introduce a new product or service and have a special for attendees who take advantage of this new offering.

Gather the Important Info
Make it easy for people to enter the drawing by dropping their card into a bowl. This creates excitement and ensures people will stop at the booth. If people do not have a card, provide a form that they can fill out. Make sure people write down all their information: name, address, phone, and especially email address. Gathering the contact information of attendees is one of the primary objectives of your trade show participation.

People Love Giveaways
If all of your materials look like sales materials, they will probably end up in the trash before the attendees leave the convention hall. Give everyone coupons and innovative premiums with your logo. These keep your name in front of someone long after the trade show has passed. Make sure to bring plenty of whatever advertising specialty you choose – you do not want to run out of goodies. Do be sure to choose something that is related to image. A pocket mirror, travel sewing kit or mini-lint remover roller, all with your logo, would be excellent.

Your Fortune Is in the Follow Up
Within two days after the tradeshow send out a thank you email or letter with an additional special offer. Within two days is key – otherwise they will not remember you. If you wait two weeks or two months the tradeshow attendees will not even remember meeting and speaking with you.

Trade shows can take a lot of time and energy. When done well, they can attract many new clients and expand the services used by current clients. Follow the ideas above and get the most out of your next trade show adventure.

Caterina Rando, MA, MCC, shows image professionals how to build thriving, profitable and sustainable businesses by establishing themselves as experts in their fields and generating multiple revenue streams. Caterina is the creator of the Image Business Breakthrough Program. Visit her website at www.imagebusinesscoach.com to download your free copy of her ebook “How to Create An Image Business Breakthrough.” She can be reached at (415) 668-4535 or via email at cat@imagebusinesscoach.com.