Exhibitions are always pretty busy, but they are also where lots of business is carried out. As a sales person, whether your company has a stand or not, there are some key tasks that you need to do to ensure the exhibition is as valuable as possible:
- Once you have made these observations for all your competitors, report back to your line manager / director about any suggested changes for future shows, and speak to the marketing department about what competitors are doing.Identify which competing companies have a stand and what are they offering
- Discover any new product / service launches from the competitors
- List all your competitors from the exhibition plan
- Visit the competitor stands
- Ask for any literature they are giving out
- Engage with the competitors sales person – don’t be afraid to let them know you are there
- Identify any features on their stand that are missing from yours, and what they are presenting as their USP (unique selling point)
- Identify any sensitive areas that your company are missing
- Make a second visit to the stand – this way you will let any special features sink in.
Your research is only as valuable as your report back into the business, and exhibitions can be a vital piece of the sales puzzle to keep competitors guessing and maintaining the ‘one step ahead’ approach.
For more information about valuable sales and marketing research please contact Clifford at BDC.