Trade shows have evolved into serving industries differently today than twenty years ago. Regardless of the details of the current value of trade shows or the vision for their future, one fact still remains: trade shows typically offer sales people one location to meet with dozens of customers and prospective customers.
So, what can you do? There are hundreds of ways I can answer this question, but I’m going to stick to one answer that no one else will probably tell you. One idea that is so boring that it’s going to be a huge disappointment to you. However, it’s also the one thing that separates the great ones from everyone else.
The most important thing a sales person can do at a trade show is to write down the action item following every interaction.
Huge demo in front of your company’s biggest prospect? Write down your action item(s). Lunch with a partner? Write down your action item(s). Bump into a former customer while leaving the bathroom? Write down your action item(s) – after washing your hands, of course.
At the very least, use your smartphone’s notepad app to do so.
