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How to make customers love your next conference stall

By Special Guest
John Liverstone
September 21, 2018



They are not going to work for every business out there, but some absolutely rely on the advantages that conferences bring to the table.

Sure, they might be a goldmine for the organizers, but if you approach them correctly some conference stalls can provide a wealth of benefits in relation to obtaining new customers. In the modern-day era, particularly with most business conducted online, this is a rare opportunity for a company to give that elusive face-to-face contact for customers.

Of course, get one of these conferences wrong and it can be a hugely expensive mistake. The fact that some people attending these conferences can shell out thousands of dollars for a ticket might tell you just how much a stall at such an event will cost a business. This is the reason today's guide has been put together, as we investigate some of the best ways to improve the impact you have with your customers as you take to a conference stall.

Allow your customers to "pay on the day"

Admittedly, this isn't going to be a possibility in some industries, but if there is any way you can conclude a sale at the conference venue you should do it. Nowadays, at least from a technology point of view and the rise of mobile credit card processing, there really can't be any excuses. As long as an internet connection exists, there should be no reason you can't process a payment there and then and secure a sale.

Of course, once you have the technology in place, it's all about using the relevant tactics to try and close a quick sale - rather than let a customer think it over.

Have properly trained people on the stall

From a customer's perspective, there's nothing worse than visiting one of these conferences and speaking to someone who knows less than them. Unfortunately, that's what usually happens when it comes down to the stalls at these venues.

Businesses will send sales people, rather than trained staff who actually work with a product, and this can leave a lot of unanswered questions for customers. Sure, sales people are great at closing a deal, but don't forget that in some industries they just won't possess the knowhow to answer the technical questions that are thrown at them.

Make product demos and training central to your stall

Some companies will attempt to lure potential customers in with all sorts of "conference hacks", with freebies being one of the biggest pulls in this regard.

However, the thing that a lot of attendees are looking for is how to benefit their work. This is where product demos and training are crucial. If you can continuously show the effects of one of your products on its stall, the proof will be right in front of your customers eyes. Not only that, but if customers can speak to people who are in your team, they will "learn" the product before buying and this is something that can make all the difference - particularly if you are involved in a niche or technical industry.



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