Why Attend a Consumer Show?

Because it's good business.

 As a business person involved in the outdoor industry you're probably familiar with the trade/buying shows like the SHOT Show, ATA show, Sports Inc., Kinsey's and others. Attending trade shows helps you keep up with what's new in the marketplace, new merchandise, programs and promotions, and gives you the chance to network with your vendors and peers.

Consumer shows, like the Target Communications deer and turkey expos, are the same to the average sportsman as trade shows are to you.  For them, it's like being a kid in a candy shop. 

Show attendees are automatically qualified.  They're willing to spend $8.00 - $10.00 a ticket to get in the door. And when you factor in parking, food, drinks and purchases, they're looking at a sizeable investment.

"We've found that almost 90% of our attendees plan to make purchases at our expos, and of those people, over 66% will spend more than $50.00 and into the hundreds or even thousands of dollars," says Glenn Helgeland, president and owner of Target Communication Corporation.  "They have money in their pockets and intend to spend it.  It's like Christmas for them."

Here are some tips on where to exhibit and, other things to keep in mind

While selling enough product on the show floor to cover overhead is a consideration, there are additional benefits to exhibiting at consumer shows.  It's an opportunity to acquire new customers and by getting your product in the hands of a prospect, realize high sales after the show either by call in orders or over the internet.  It's also a way to clear out slow, obsolete and shabby merchandise because many attendees are looking for "deals."

"Consumer shows are just the beginning of the marketing season," says Helgeland.  "Attendees get to see what you're offering, purchase it and also tell their friends about the cool stuff they saw, which increases demand and they become your unofficial ambassadors."

Helgeland also advises that exhibitors go beyond sheer numbers of attendees when deciding where to exhibit.

"It's great to have tons of people walking past your booth but if they're not interested in what you're selling, they aren't going to open their wallets," notes Helgeland.

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How To Tell When a Customer is Ready to Buy

You've got the customer standing right in front of your booth.  You're doing your best sales job on your product, explaining all the benefits and trying to make the sale.

There are certain things that prospect's do to send seller a signal that it's the right time to close.

Repeatedly picking merchandise up and putting it down shows that they want it but you haven't given them a good enough reason to buy it. 

If a customer asks if your product comes in a different size or color, ask for the order.

If a customer asks you if you take bankcards, ask what bankcard he wants to use and assume the close.

If a customer asks you how long you'll be open, move towards the close.

An important part of the close is to create a sense of urgency. If you're running low on a certain model, let the customer know.  If you're selling hunting trips and times are booking up, tell him.  But don't mislead the prospect.