Trade shows, business exhibitions, and other in-person business events can give business owners the perfect opportunity to network and present their sales pitch to potential customers and investors.


That’s because these business events allow you to interact with your potential customers and investors face to face. This is crucial since 93% of communication is non-verbal. Your audience’s body posture, hand gestures, and facial expressions aren’t always visible to you while you’re presenting your sales pitch through a video call. However, identifying these cues can help you better gauge the people you’re speaking with, especially whether they’re interested to hear more or not.


Despite this, not many small business owners are willing to participate in these events for one simple reason: Money.


Taking part in a trade show or business exhibition requires a substantial investment of time and money. Depending on the venue, business owners can spend up to £500 per square metre, translating to £3,000 for a tiny exhibition stand. So making the most out of your time during a trade show or business exhibition is crucial for you to experience an acceptable ROI on this.


Creating a focused and clear sales pitch is an effective way to get the best value from your next business exhibition.


Since the aim is to engage people and entice them to purchase your products or services, you need to ensure that your sales pitch is comprehensive and succinct at the same time.


Within this article, you will find several vital steps to creating a great sales pitch and opening up endless business opportunities.


Research Your Target Audience


Firstly, you will need to be aware of your target audience, as it’s essential to know to whom you are selling your products.


Take the time to research who are the attendees and other companies likely to be present at the exhibition. Most exhibitors provide these demographics on their websites and promotional materials, making this an excellent place to start.


Find out what your potential customers care about, what problems and pain points they may be facing, and identify their needs. Doing this will allow you to create a more targeted sales pitch tailored to the specific audience.


As a result, delivering relevant information to them will make it easier to convince them to do business with you.


Build An Effective Exhibition Stand


Building an engaging and effective exhibition stand should always complement your sales pitch. Browse a wide range of display stands for exhibitions at Discount Displays, which can help reinforce your business name and brand image.


An attractive and creative exhibition stand featuring your logo and reflecting any colours or images associated with your company increases your chances of attracting more potential customers to your stand. It will allow them to come forward and take a closer look, allowing you to deliver a great sales pitch and boost your sales.


At the same time, the overall design of your exhibition stand should also be functional.


If you’re promoting a physical product, ensure you have actual samples visible within your exhibition stand.


On the other hand, having a video showcasing how the product works, testimonials from your existing customers, or even a simple text animation video can help if you’re offering a digital product or service.


Show Them The Value Of Your Product


Once you have established whom you are selling to, it’s essential to explain how your product will benefit your target audience. Therefore, you should emphasise the value that your product can add and how it addresses your potential customers’ needs in the opening line of your sales pitch.


After capturing your potential customer’s attention, the next step is to convince them to make a purchase.


Incorporating a demo within your sales pitch is the most effective way to do this, particularly if you’re offering a physical or digital product.


Allowing them to test your product themselves increases the likelihood that they will actually make a purchase either during the exhibition or immediately after.


Also, remember that the sales process won’t end with your thirty-second elevator pitch. Potential customers are likely to ask questions, so you should know your product inside out. You should know what it is, what ingredients or technology are used, and other crucial information. Not being knowledgeable about your product may leave your customers doubtful about buying from you.


Objections are another thing to expect after you finish your sales pitch. As such, you must ensure that you and your sales reps address these calmly and professionally. Otherwise, it may cause those listening who have already decided to purchase to have second thoughts.


Outline Options For Next Steps


Last but not least, you shouldn’t wait for the customers to define the next steps, as this is solely the responsibility of the sales reps.


Every successful sales pitch ends with a call-to-action that makes sense for your customers.


Those who have listened to your sales pitch during the exhibit might not be ready to complete the sale. Still, you should make an effort to keep them on this journey.


Failing to be proactive as a salesperson could result in the meeting or relationship ending before reaching your goals.


For example, you can offer to meet with them after the exhibition to discuss more how your service can address their specific needs.


On the other hand, if you’re offering a physical or digital product, you offer them a free trial for a specific time or provide a special discount code that they can use once they are ready to purchase.


Key Takeaways


Creating an effective sales pitch at your next business exhibition can help you drive business growth and increase brand awareness.


Not only are your potential customers able to put a face behind the company and products. Face-to-face interaction is critical in helping you build and foster a trusting relationship with your target audience.


Above all, a well-crafted sales pitch will help you become memorable to your customers, giving you leverage above your competitors.


So while participating in a trade show may require a significant investment, it would greatly benefit your business long-term.


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