Team Building for Direct Sales Success Through Shows and Expos - How to Display and Sell Your Product and Attract Business Partners

You have a great product to market and you are ready to advertise your business and create sales through shows, expos and these types of popular venues. Excellent idea, as this can be an incredible way to spread the word and generate a solid, repeat customer base.
  
Selling your product this way is an effective way of reaching a wide audience of “ready to buy” consumers. After all, most people come to shows and expos in a buying mode.  

First, let’s talk about the different types of shows you may want to target and how to select shows that will be right for you. Get creative here and begin to consider all possibilities, and you’ll be amazed at what you might come up with.  

Here are some shows and expos to consider – home business, home improvement, home and garden, craft shows and boutiques, holiday events, fall festivals, health and wellness expos, home schooling shows, women’s expos, car shows, RV shows, street fairs, farmer’s markets, county and state fairs, etc.  

If you are not accustomed to thinking beyond the “ordinary” you might be raising an eye brow or two. I can hear you from here saying “What? What do you mean a car show, or home schooling show, etc.”  But, remember that success in your direct sales business means thinking outside of the box. After all, if men make up the majority interested in cars, what are the women going to do while along with their husbands?
  
That’s right….SHOP!!!!!  

Be the one there, with great products, ready to occupy their time and pocketbooks while their husbands salivate over cars.
  
Same with many of these types of shows. How many parents do you suppose might attend a home schooling show or convention? And, how many of these parents might welcome a unique product mixed in with the target product?

And, taking it a step further, if there is an opportunity attached to your product, how many might get excited at the prospect of a secondary income source?
  
Do some research and find out some demographics on the show you are targeting. What has past attendance been and what is projected? Who are the other vendors? Are there any other vendors representing a similar product line as you? What type of advertising will be done? Are references available from previous vendors?
  
Once you determine that the show meets your standards, you are ready to plan your display and presentation.
  
Don’t underestimate the importance of a well thought out, enticing display and presentation. You will be competing with many other vendors and your display plays a very important role.  


Imagine you are putting together an exclusive boutique, as that is exactly what you are doing. Pick a color scheme and carry it throughout your display. Create eye appeal with greenery, flowers, baskets and containers to display your product. Make sure you have at least one of each item you carry available on display, and have at least 2 available for sale. Try not to over clutter your display.
  
Have something in place to gather potential leads. This could be a drawing, free demo, etc.  Consider taking a survey and ask questions regarding your product. "How often do you buy products like these? What is most important to you when choosing this product type? Cost, quality, etc? "  


If you provide samples, keep them tucked away and out of sight. Make sure you qualify potential customers and contacts before generously handing out the freebies.

My policy is to never give away a sample without getting something in return – a name, phone number and email for follow up! Put out a sign that says “Ask me about a product sample.” When they ask, have them complete a simple form and ask them some qualifying questions. This will cut down on the number of freebies handed out with no chance of producing for you.  


The same goes for expensive brochures and catalogues. Hand out business cards freely, and save more expensive promotional materials for qualified individuals.
  
Presentation of the purchased product is something you will want to spend some serious time considering. I can assure you from personal experience that a fun, creative, inviting presentation of your product after purchase can generate more sales from the show and repeat orders.
  
I once exhibited at a Farmer’s Market and was intrigued by the number of similar gift bags that kept passing my booth. It seemed that a large majority of the crowd was carrying this beautifully gift wrapped bag, with a professional, eye catching label and bright tissue paper peeking out the top.

Curiosity got the better of me and I finally asked an obvious customer what was in the bag and who the vendor was.  


Much to my surprise, the vendor was offering nothing special or unique, and many other booths offered similar items. The pricing was not anything special, so what was the catch?
  
Quite simply, an attentive vendor and spectacular packaging was setting this booth and product line apart and creating amazing sales.
  
We live in a world where many people like feeling pampered. Creativity is appealing and “frou-frou” is in.  


Don’t hesitate to invest in quality packaging that will set you apart from other vendors and those competing with you. Class and quality are tough to compete with.

Offering gift bagging and packaging with every sale and people will buy and remember you. If you are local, they will also remember you when needing holiday, birthday or any last minute gifts. People are willing to pay for convenience, especially when it’s well done!

 
Before long, your early customers will be promoting for your products just by carrying them around after the sale!
  
During slow periods, don’t forget about the other vendors at the show. These are prime prospects for your product line. A simple smile, hello, offer of assistance and interest in their product can create a friend and future customer. Ask questions, exchange cards and offer product samples if appropriate.  


After each show, evaluate the show, your efforts and results. Determine what worked, what needs improvement and how to better your next event.
  
Follow up on all of the leads you generated promptly. Time is of the essence and you want your prospects to know you are serious, professional and worthy of their business.
  
Celebrate your successes and enjoy the fact that you have gotten the word out about your product through a very effective resource.

 

Jackie Ulmer has worked from home for over fifteen years, coaching and training thousands on the secrets to success in a home business. Contact her through her website at http://www.streetsmartwealth.com 

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