Attracting the Decision Maker

One of the main goals in attending a trade show is the chance to meet face to face with the decision makers. If you are selling to individuals, your target market research will give you a general idea of who makes the decision on your type of product, but if you are in business to business sales, it can range from being as simple as an internet search on the company, to being the daunting task of breaking the code to enter a remote land of unobtainable executives.
If it is the latter, you have a few options as far as how to go about find out just who the decision makers are:

1)      Assuming you have chosen a trade show based on the expectation that it will be attended by a company with whom you would like to do business; you will have in front of you a list of names.  Remember when looking into trade shows to attend that many companies are made up of several different departments.  It is more than likely that their research department is attending a different conference than their legal department. Figure out which department you need to market to before signing up for a trade show.

2)      The Trade Show web site is more and more likely to be an excellent resource with information on and links to the companies who will be in attendance at the trade show.  Trade Shows know that attendees want information ahead of time in order to maximize productivity at the trade show.

3)      Once you have researched the company as best you can through the Trade Show web site, individual company web sites and through internet searches you have probably obtained the names of the decision makers for your product.  If not, pick up the phone.

4)      With the phone numbers you find on the company website, contact your target buyer before the trade show.  Try going through the receptionist if you need to determine a department or name.  Remember that the root of “Reception” is that of “receive.”  The receptionist’s job is not to block your call, but to receive it.  Most will be more than happy to provide you the information you ask for as long as you are open and courteous.

5)      When you call, explain who you are looking for (“the person in charge of purchase office supplies” or “hiring maintenance staff”).  Be sure to ask for the individual’s name before you’re connected.

6)      Alternatively, tell the receptionist that you have an introductory package or invitation to send to the target decision maker and ask if that would be okay.

Once you have established who you are targeting you need to have a multi-step process ready to roll.  There is the pre-show approach, the on the Trade Floor interaction, and the follow up.  A consistent approach for all three will give you solid benefits for every trade show you attend.