Prospecting at Exhibitions

Prospecting at Exhibitions

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In November I have, possibly foolishly, signed up to at least 2 exhibitions, including the Business Start up show. I have always found going around these enormous venues extremely hot and tiring and am wondering whether it really is going to be worth the effort, as I am only going to find new prospects.

Have you tried this and what's the best way to find prospects? (I'm assuming the coffee bars might be best).

Replies (5)

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PAH Accounting Devizes Wiltshire
By Phil Hendy
27th Oct 2011 08:43

Exhibiting or just visiting?

It depends on what you are doing and how you approach it. 

I have attended some of these both as an exhibitor and a visitor. If I have read it right you are visiting?

When I am exhibiting there is nothing more annoying than someone who comes to your stand trying to sell their own business. It grates me as I have paid a decent sum of money to be there and pitch my wares.

That said there is no reason you can't forge relationships with people there that can maybe lead to something further. Don't sell your services, mildly pretend to be interested in theirs and then follow it up after.

 

If you are exhibiting then make sure you have something of interest to get people along. I found that having an 'accountants surgery' where you give say ten minute slots to answer basic questions. Where anything is more complex or requires further insight that's when you give full details and potentially arrange to follow up or even better make an appointment. Ensure you have the right people that can engage in polite conversation. It is also important to get details of everyone you speak to. Try not to just collect a pot of cards. If you have a conversation with someone have prepped set of notes that you can attach to their card. Most important of all with these things is the follow up.

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FT
By FirstTab
27th Oct 2011 08:45

Poor ROI

The cost of having a stand at these exhibitions is not justified by the returns. I have not gone as far as booking up for these Exhibitions. I did go to  Business Start up show to see how many accountants they were with a stand. They were a few.

I then looked at the type of people around - they tended to be people who were just thinking about starting a business. Further from what I noticed the accountants were not that popular.

I concluded my marketing budget is best spent elsewhere for better ROI. Telemarketing at the time sort of worked.

 

 

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By Moonbeam
27th Oct 2011 09:36

Not Exhibiting, Just Visiting

I wouldn't last very long with a stand, as I know how tiring it is standing all day, so am just visiting. As I am looking for the start up people, I thought it worth a try. I think that people who are properly established in business wouldn't be there as they are too busy.

I wouldn't be approaching people on the stands, as I agree with Phil that they won't want to see me. They probably aren't my target market anyway.

The accountancy profession has a pretty awful reputation of being dull and boring and not at all good at advising on how to run a business so the few of us who are prepared to get out there and show a leg just might surprise some of the prospects.

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By 3569787
03rd May 2016 18:01

Waste of money - unless brand marketing

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By Lancsboy2
28th Oct 2011 22:58

hard work but worth it

i have exhibited at trade shows in the niche sector my practice specialises in & had some great clients out of it.  

 

its our opportunity to talk to exactly the type of client we want - not general clients, but our niche clients.   its my chance to talk 1-1 with genuine prospects ... as well as plenty of timewasters and loonies!  

 

i also do a presentation each day to 50-100 attendees ... grit my teeth, big smile, put 110% effort into delivering an informative talk, plenty of photos, simple case study, not too in-depth.  

 

the following weeks and months, receive a regular stream of good clients ... 

 

i should also stress that this is part of a wider marketing campaign e.g. i write for two magazines in my sector, and this combines well to build our brand as THE firm that specialises in our sector.  

 

also great to talk to other exhibitors and strike up deals.  i am now writing for a newsletter that goes to 20,000 people ... and becoming a preferred supplier to a sector big-hitter.  

 

you have to be very personable, friendly, confident, dont let your head drop, keep smiling, talk to people, sound convincing, be able to hand out useful info etc (actually, i made that mistake the first time - then twigged that it should go onto our website as downloadable info/tools, with a flyer with a promotional code.  

 

we also have 4000 people on our database now, and so will be leveraging that in 2012. 

 

summary = not cheap, but effective if you really put some effort into it. 

 

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