Modern Strategies for Trade Show Results

Same Side Selling Podcast

Ian Altman shares strategies for optimizing trade show experiences. He emphasizes setting objectives, identifying key attendees, and tailoring booth design and messaging to address attendees' problems. Altman advises against collecting numerous business cards and instead, engaging in meaningful conversations that address the attendees' needs. By prioritizing the attendees' problems, organizations can achieve better results from trade shows.

Action Items

• Update booth design and messaging to focus on top problems solved
• Reach out in advance to known attendees to discuss trends
• Schedule follow-up calls with interested prospects to qualify for fit
• Analyze leads captured to prioritize the subset of folks for in-depth discussions

Next steps

• Set up a time to meet with interested attendees after the trade show.
• Schedule a call the week after the trade show with attendees who expressed interest.
• No specific individuals were assigned responsibility for follow-ups.

Outline

• Focus on specific objectives and goals for trade shows to ensure the best results.
• Engage prospects with industry trends and initiatives to build meaningful connections.
• Focus booth design and messaging on problems solved, not products offered.
• Ask attendees what inspired them to stop by, then tailor the demo to their needs.
• Ian Altman: Focus on solving problems, not selling products.
• Identify ideal clients, gauge interest, and schedule follow-up.
• Avoid demos and ask open-ended questions to understand problems.