Many exhibitors get exactly what they expect from dental trade shows ... nothing!

Editor's Note: This is an article that was first published in the February 1994 edition of Proofs. Yes, it's 18 years old. Yes, it's still applicable to the dental industry. Read on, and see if you think much has changed when it comes to dental trade shows in the last 18 years.

By Ralph J. Taverna

Each year there are many trade-show opportunities, both large and small, with thousands of potential customers attending, yet many exhibitors still feel they’re not an effective form of marketing, and frequently come away saying, “What a waste of time and money that was.”

Industry research has shown that over 86% of visitors to a trade show do have buying influence, yet the typical exhibit reaches less than 60% of its prospects. Shows are bigger, more computerized, more lavish, but problems associated with exhibiting at them have not changed. The biggest is the belief by many exhibitors that the trade show is not an opportunity, but a necessity.

This negativity is reflected throughout their whole trade-show process, starting with weak pre-show planning and poor boothmanship. Little or no post-show-lead management makes matters worse. They exhibit at shows only reluctantly, not expecting to get any results. And guess what? They get exactly what they expect!

Just as there are specific things many exhibitors do wrong, there are also strategies and techniques to avoid pitfalls. Each show represents sales opportunities, but it’s up to you to make the most of them.

Pre-Show Planning
The first question for any company considering exhibiting at a trade show is, “Why are we doing this?” Answers like, “because we were there last year,” or “because everyone else is there,” aren’t good enough.

Shows are an important part of your marketing strategy, so plan them carefully. Questions for your planning team to answer include:
• Who attends this show?
• What do we want them to know about our company?
• What will we exhibit?
• Why will we exhibit that?
• What do we specifically want to do at this show – get sales leads, or actually sell?

The answers to these questions will be the basis for your show strategy. Set realistic goals for each show you attend.

Pre-Show Selling
The worst excuse for not making a sale at a show is, “I didn’t know you’d be here.” Begin your selling to current and prospective customers before the show even begins. Make a list of who you want to see. Send them information with specific reasons why they should see you, then call and set an actual appointment. By “selling” in advance, you’ll make sure the right people want to find your booth because they’ll know you have something to offer.

Boothmanship
The average show visitor spends only seven or eight seconds passing by each booth. To catch attention, exhibitors sometimes fall into show characters I call The Barker, The Hoverer, and The Prison Guard. Most of these people mean well, but they have no idea of how to get someone interested in what they’re presenting.

Most exhibitors start a conversation by asking, “May I help you?” That may be polite, but it’s not effective because the potential customer can simply respond, “No, thanks. I’m just looking.”

The best way to open a conversation at shows is to ask an open-ended question. Badges are usually engineered to identify the specific role of the dental practitioner, so you can gain more specific information by asking a dentist, “Are you a solo-practitioner or are you in a group practice?” Another good question is, “How long have you been practicing?” People like to stay in their own comfort zone. Asking a question about their practice lets you into that comfort zone without any risk because they’re talking about themselves and not feeling like they have to defend against a sale right away.

Show-Time Selling
Your booth is an extension of your company. Because shows can go on for a while, exhibitors sometimes get sloppy about their presentation skills. Train your people on what is, and what is not, acceptable. If you wouldn’t do something in a potential customer’s office, don’t allow it at a show.

Even though the sales environment may be different, the selling process is still the same. Once you have the potential customer’s attention, that person must still be qualified and more information gathered to learn what is needed.

Continue using open-ended questions during the qualifying process to get the doctor’s name and to define his or her needs, the timeframe of purchase and dollars available. By listening closely to the answers, you’ll determine what’s important and sell on the basis of their benefits, not just fight against price.

Post-Show Follow-Up and Selling
Most companies relax after a show. Seventy percent don’t follow-up on the leads they obtained. Why go to the show if you’re not going to do anything about the business that was generated? This is really the time to sell. Fifty-four percent of all qualified trade-show leads are closed with a letter or call after the show, so start calling and sending letters while you’re still fresh in their minds!

Evaluation
Evaluate each show and get input from your representatives. Were your objectives met? Why or why not? Should we go to this show next year? What should be changed? Continuous evaluation will make you even better at your next show.

With a strong planning and presenting program, any company can use trade shows to increase sales and profits on any type of product or service. Success at a show isn’t a “trade” secret; it’s a combination of solid preparation, smart salesmanship and strong follow-up. Trade-show planning enables companies to get exactly what they want at shows – results!

Related information: What dentists like and don't like about trade shows

Ralph J. Taverna, the founder and president of Tavco Direct Corp. is a nationally recognized marketing and sales consultant, author, speaker, director, producer and trainer. He can be reached through his Web site, www.tavco.com.