A successful trade show is being able to attract qualified prospects and put them through a sales process that is effective in a trade show environment.
To get an example of the mechanics of a successful trade show consider the example below.
The Potential:
- On average it takes 4-6 field sales calls by an individual to close a deal.
- These single sales calls cost an average of about $400.
- If your particular trade show expects 5,000 attendees, of which 10% or 500 are prospects, it would cost your company approximately $200,000 and might take up to six months to make this number of sales calls.
- Performed correctly this trade show will deliver 500 prospects in 3 days, making this a “super sales call.”
- Each sales person on booth duty should be able to make 1 good sales presentation every 10 minutes or 6 per hour x 8 hours per day = 48 presentations per salesperson.
- With a show totaling 3 days that salesperson will complete 144 presentations.
- A 3 day show runs 8 hours per day = 24 hours of sales time
- To meet and present 500 prospects, you need at least 4 sales people on duty at all times.
- In addition,
- Each salesperson needs his/her own product presentation station of at least 4’.
- At this show, you will need at least a 10 x 30 booth space to accommodate 4 sales stations leaving additional space for sales leads processing, customer service and storage.
As demonstrated above a properly designed and executed trade show can produce positive results.
However, knowing this doesn't lessen the frustrations that you feel trying to coordinate trade show logistics, while running a sales department, working to meet sales expectations, and of course finding those new hot prospects.
Peter LoCascio has expertise and experience to turn your trade show efforts into a Sales producing event.
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