Your Client Attraction Secret: Expos!

You may have attended business, craft, boat or home expos in the past and thought, “I wonder how these business owners make any money doing this. They have to create signs, flyers, handouts, cards, etc. and lug all of this stuff around just for a few hours of exposure. And hope that someone stops at their table to talk with them. Boy, that’s probably some investment of time and money!”

And to that I say – Yup, sure is! But I also say, selected carefully the right business expo can give you access to not only more clients, but also the possibility of creating alliances or partnerships to gain even more visibility for your business.

Let’s look at three benefits to participating in a business expo, so that you can easily determine if expos are a strategy to include in your marketing plan.

Benefit #1 - Teach your market about your products and services

Sure, you can set up a laptop to run a movie or slide show that talks about what you do and how you do it. But is that really how you want to represent your business to your clients? At the last expo I participated in, there was an exhibitor who sold fire escape rope ladders, which were easily installed below windows in your home. Now, you could have watched that on her laptop, but she had a “physical” window showcase to demonstrate how easily it’s done. She shared real life stories where the ladder made a difference in saving lives and how she also has the support and endorsement of the state fire chiefs for the use of the product. Now, that was more effective in attracting customers to her table!

Benefit #2 - Creating strategic alliances and partnerships

I’ve met quality business partners and formed powerful alliances from my participation at expos. It is a tremendous opportunity to 1.) see them in action with their potential clients; 2.) get to speak with them in an environment where they are showcasing their skills and talents; and 3.) see “up close and personal” who they are attracting to their tables and business. You really get a better sense of who they are in their business and whether your collaboration would be a good one.

Benefit #3 - Client attraction opportunities

At a business expo you’ll get to share more about your products and services and even do some data gathering when talking with potential clients about their challenges. When you address a specific challenge one-on-one with a potential client, they are more likely to connect with you to learn more. Then you can share the specific program or product that’s right for them to invest in. You might otherwise never make this kind of heart-centered connection and further invite them to work with you.

Make your adventure into the world of expos simple and easy. Just start small. A few handouts, business cards and your welcoming persona can create magic. People really just want to talk about their business challenges with you, and a business expo easily gives them that opportunity. I hope you find expos can become one of your greatest client attraction secrets!

So get out there, tell the world who you are and have some fun!