What you need to know (Part 2)

 

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Sell around the show

The exhibitions are designed to help you with specific target selling in area after area:

1. Before the show: When calling before the show ask your customer to come to the stand and have a drink with you so that he can... see the complete product range... watch a demonstration of the product in action... see the computer design programme you have introduced... and so on.

2. After the show: At the show you can offer to bring product A into the customers work place so that he can see it in action under the actual conditions. Very important to the mines... they all believe that they have special problems unlike those faced by other people!

3. Remember: - the show is an after work hours activity so that you have a chance to sell before and after... You’ll usually be in that sales area for a day or two.

What do you do when the mines erect their own huge tents and fill them with their own technology and lots of their own people…
Easy… you take advantage to the situation by going to the mine tents and picking out the people you really want to talk to… if you want to talk to the engineering folk at Tau Lekoa go to the Tau Lekoa tent. If you want to talk to the Health and Safety people from Mponeng… go to the Mponeng tent. Often you may want to talk to someone you haven’t met but as long as you have his name (don’t forget your invitation list) you will be able to ask to have him pointed out and odds are you’ll be able to get your message to the key man. Big mine innovation tents make your job easy if you are proactive… don’t wait for them to find their way to you… go get’em!!

Vital aspects of making an exhibition stand work
As every good salesman knows, the customer is only interested in what you can do for him - he cares about your product features ONLY after he has been shown benefits that the product can give him. Your stand therefore must be focused on the customers needs... not on your product. If you would like to be ignored by more mine people than you thought existed!... stick up a series of product pictures and sit back... we’ve seen it a number of times... you won’t get to first base.

So what do you need on a stand?

1. First and foremost you need a simple story based on the customer... how you can make his life easier, safer, more profitable, more exciting... how you can make him more successful and effective. Next you need things that will grab his interest... a demonstration, a computer programme, a short video (10 minutes tops... shorter better!) a blackboard or white board to demonstrate situations. Obviously you need products or perhaps key components of products so that customers can feel, look, get involved.

2. Consider competitions, limited time offers, low cost giveaways

3. Make sure that you have a visitors book to record enquiries and interests of visitors. You need business cards and writing equipment.

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