You have invested a lot of your valuable time and money to be
here. Now is the time to capitalize on that investment. The
following section contains some basic information on how to
maximize your results at this show. We have also included a few
tips on working at the booth that will help towards this end. Many
of these tips may be obvious, but sometimes it's easy to
overlook the obvious.
Americans generally like South Africans. And
they like shoes. Trade relations between South Africa and America
are very good. You should experience considerable interest from
The South African Consulate (Trade) will have
a booth at WSA. Please refer any questions you may get with which
you are not familiar to us (i.e., investment, immigration issues,
trade issues, exporting, shipping).
Be familiar with your fellow exhibitors from
South Africa. Refer prospects to them if you know that they can
help the prospect.
WSA Trade Show Exhibitor Tips
It takes a visitor 3-4 seconds to walk past
your booth. If they show interest you have very little time to
determine if they are a ready buyer or someone worth your while
to talk to.
Once a person enters your booth they deserve
some immediate attention. If you are busy with another customer,
nod to the new visitor and say something to the effect
"I'll be with you in a minute". Don't leave him
unattended or ignored.
Things to "DO" when working
Know your products and services (and those of
the other exhibitors from South Africa)
Be honest. If you don't know the answers
to a question be honest about it. Promise to get back to the
enquirer after the show. This gives you another opportunity to
sell, away from the clutter of the show.
Know your booth (and where everything is).
Know the show. Be able to help out prospects
with directions to the washrooms, telephones, meeting rooms,
exits and eating areas.
Be confident. This comes from being prepared.
Keep your booth neat and attractive.
Treat all visitors equally. You never know
who will show up at your booth.
Things "NOT TO DO" when
working your booth
Don't sit (unless it is with a prospect).
Better yet arrange to meet your contact after the show if a
detailed discussion is necessary.
Don't drink. This includes any beverage.
Spilled coffee or juice can be damaging to your booth and
Keep your talking to colleagues to a minimum.
Visitors are reluctant to interrupt others and if they see you
chatting with a colleague they will keep on walking.
Don't leave your booth unattended. You
have gone to great effort to be here. It would be a shame not to
take full advantage of your presence.
Selling in your booth
How do you approach a visitor to your booth?
Many exhibitors begin with "May I help?" And how does
the prospect respond? No thanks I'm just looking. That's
the end of that one. Ask open-ended questions that require the
visitor to respond to you in more than one or two words. For
example. "I can see from your badge that you work
Qualify your prospect then offer a
demonstration "Can I demonstrate how it works?" Do so,
stressing the benefits of the product as opposed to the features.
For more information:
Call the dti Customer Contact Centre on 0861 843 384