Selling at a consumer show (also known as a trade show) is not easy. But it is possible to have a great time, sell some product and make a profit, and do some valuable networking. It all comes down to planning and execution.

Analyze The Costs

You need to be sure you have a fair chance to come away from the consumer show with a profit. Here are some of the costs you need to consider: a) booth space, b) signage, c) rental items, i.e. table, chairs, d) cost of merchandise, including sales tax and credit card processing, e) hiring help, f) drayage and union charges, g) the potential “gate” or number of customers. After factoring all the above you can now determine if it is worth the commitment in money and time.

Check The Track Record

What kind of a consumer show is it? How long have the operators been doing it? What is the average “gate” per day? How are they advertising and promoting the show? What have other vendors said? Most consumer shows will have a brochure and statistics to answer these questions. Again, you want to be sure this is a reputable event that people want to come to. If you’re not satisfied with the answers, save your money.

Booth Basics

Most consumer shows will have a professional decorator who will set up the basics, such as an 8 foot back drape and 3 foot side rails, also draped. Then comes the options and this can run into money so don’t go overboard. But one way or the other, you’ll need at least one display table, chairs, power, carpet, and a banner. Many people want to bring their own items instead of renting them but keep in mind you don’t want to have an amateur look among other professional-looking booths. If you do bring your own items make sure your tables are attractively skirted, as well as your display space. Also, if you have any power needs you’ll need to sign up for that in advance. Some exhibit halls require hiring union help to move your product in and out. Even if you want to move things yourself, more than likely you’ll be asked to still pay a fee. Check the rules out in advance.

Signage

Some consumer shows provide an identification sign which hangs from your back drape. This won’t be enough. Make sure your sign is done by a professional. Nothing looks worse than a hand-made job. Decide if you want a horizontal or vertical look. Keep in mind that your booth space will probably be a 10x10. Make sure the banner or sign comes with grommet holes so you can easily hang it. Some people also want a smaller banner that hangs in front of the table. Not a bad idea.

Packing And Hauling

Be sure you visualize how you’re going to haul the material for your booth. Unless a union person will be doing it all, you will need to have a hand truck or moving dolly. Make sure most items are boxed. And you may need to rent a van or truck to haul all you need. Also, make sure you have all the items necessary for assembly such as: stapler, screw driver, tape, pins, hooks, cash box, receipt book, etc.

Full But Not Busy

When you display your sales items make sure your booth looks well-stocked. If you have a Nordstrom store in your area go in and see how they display merchandise. It is very inviting. People like that look, especially if things are in different sizes. It tells them you likely will have the size they want. But don’t make the booth look too “busy” with confusing signs, displays, etc. There is an old saying in direct marketing and it is so true. “If you give people too many choices, they become confused and choose ‘none of the above.’”

Don’t Create Barriers

Unless you are selling only from a display table right up front, then you’ll want to make sure people are welcome to come into your booth. Perhaps you’ll set tables up in a horseshoe arrangement where they can stroll around and see items on all three sides. You can do this yet have a small podium table front and center to greet people.

Be A Greeter

Body language and attitude are so important in selling. Some people think that after they’ve set up their booth customers will simply flock to them. Not necessarily so. Customers want a pleasant shopping experience. They are much more likely to buy if they’re greeted in a friendly way and perhaps offered a brief explanation of the product. This is not to say you have to be pushy or “all over them” which can be very annoying. On the other hand, just to sit at the back of your booth with your arms folded across your chest is not a good way to increase sales. Also, you may be having a bad day but your customers really don’t care. So, even if you have to force yourself, at least appear energetic and friendly.

Having A Giveaway

One way to attract people to your booth is to give something inexpensive away. Perhaps you have a bowl full of candy, or maybe you can offer people a pen with your logo on it. There are any number of “premiums” you can give out. And if you can be a little different in what you’re offering you’ll attract more attention. Another option is to offer a prize. You can display it and perhaps have people drop off their business cards in order to participate in the drawing. By the way, this is a great way to add contacts for future sales.

Ease of Purchase

How convenient is it for someone to buy your product? Do you accept credit cards? If so, which ones? Do you have enough cash on hand to make change? What is your policy concerning checks? If shipping is required, is that an easy process? The easier you make it, the more readily you’ll have sales.

Show Specials

People like bargains. At almost every consumer show you’ll see discounting and “show specials.” This clearly drives sales. Those attending the show expect to find bargains so they’ll be disappointed if they don’t find them at your booth. So be sure to prominently have signage that points this out. Also, near the end of every consumer show, people know that you have to haul out what you don’t sell so many vendors are eager to cut a special deal just to move items out of their inventory. Decide ahead of time if this type of selling strategy is worth considering. Don’t worry about signs for this – people will ask.

A Video

If your product has been advertised on television it is a good idea to have a TV in your booth with the commercial playing. Even if it hasn’t been on the air, you can still have a video produced which shows your product in action. If you decide to go this route be sure to have the video “looped” so it will continually repeat itself without you have to constantly change or rewind the tape or DVD.

Last but certainly not least…if you want to be successful, leave a good impression. This can result in repeat sales. Be professional. Be fair. Offer a good product at a good price. Have your business cards on hand. Have a clear refund policy. And, good luck!