Exhibitors – It’s No Longer About ABC (Always Be Closing), It’s Now About DEF (Discovery + Education First)

Today’s trade show no longer seems focused on the old sales adage “ABC – Always Be Closing.” No, today’s trade show is more skewed to the attendee’s needs, creating a different path for the exhibitor, “DEF – Discovery + Education First.”

Though the value of an expo continues to be the exhibitor-attendee dialogue, it is the attendee who is empowered more than ever to drive the conversation and walk away having discovered something new, learned something different, and is forward-focused.

For the exhibitor, the days of a hardline sales pitch and urgent sales close seem to be less effective in a world where the buyer requires greater due diligence. Most companies want to explore three potential solution providers, at minimum, and the expo floor is often the place buyers seek those three potential partners. They come to events armed with their top challenges and hardest questions.

So, if you are an exhibitor, it’s imperative you recognize this shift in advance of your next event. Be intentional about developing a platform that supports Discovery + Education First.

It’s the ATTENDEE’S EXPO, not yours

Positioning your products, services, and value in a meaningful way will help advance the prospect journey. This means ensuring your visitors walk away understanding how you can help them grow their business or solve a work challenge.

Let’s explore that with the DEF framework:

• Discovery: Every business relationship starts with discovery, realizing what one party can offer the other. What is it you want your prospects to know about you? Are you sure they know this already? Be sure that your exhibit speaks to your unique value, solutions, and culture. It can be as simple as starting with the question “Did you know?” and filling in the blanks for what you want prospects to know about your company and its vision. From a design perspective, your company name receives the highest visual impact, your brand(s) come next, and your discovery messaging is next.
• Education: Once discovered and you have their interest, educate them on the attributes of your products and services. Some of the more common ways are through scheduled presentations, group or individual demonstrations, self-guided interactives, open meeting space and dialogue, and takeaways (literature, QR codes, lead capture and follow-up).
• First: Creating a discovery and education experience first, allows the expo to serve as a launch pad for continued connection, dialogue, and discovery moving forward. It allows you to engage in a constant and consistent message with industry buyers after the event. Creating urgency is still a great tactic and useful, however, the notion that you are on a long-term journey will convert a prospect to a customer at the appropriate time.

Lastly, DEF isn’t exclusive to your exhibit space. It is an active mentality and approach to an industry event. Plan to put yourself in situations and environments throughout the week where discovery can be initiated. Challenge yourself to meet 10 people at every food function, 10 more in the lobbies and sessions, and 10 more at the hotel at which you are staying. Actively seek DEF through engaging others and you might be surprised at what you discover and learn.

About the Author:

Brad Williams, Ed.D.

Brad serves partnership strategy and national accounts for Holt Experiential in the DMV area. He has 30+ years’ experience planning, managing, and executing events, including two of the largest expos in the United States. Brad uses that knowledge, combined with a team of design + build experts, to help companies create effective branded experiences that advance company goals at trade shows, events, and within their office spaces.