The efforts of commercial & fleet departments at trade shows often get a bad reputation in the automotive sales industry, with many General Managers (GMs) and owners dismissing them as unproductive. However, the problem isn’t trade shows themselves—it’s how they’re approached.
With the right plan, trade shows can generate valuable contacts, appointments, and ultimately, sales.
Setting Up for Success
A trade show booth should obviously be a professional and engaging space. A well-designed banner, strategic booth placement, and early networking with exhibitors set the stage for success. More importantly, offering a giveaway ensures attendees provide key contact details beyond just a business card. A dedicated team is crucial—one person should actively engage with visitors, while another works the floor, building relationships with other exhibitors who are potential customers.
Keep in mind – there is no need to push the sales process or even product details when “out and about” on the show floor. It is simply all about connecting and setting appointments.
Executing an Effective Strategy
Sales consultants must be proactive, not passive. Every interaction should be intentional, from asking about decision-makers for vehicle acquisitions to discussing current fleet needs. A structured approach, including a “word track” for engaging prospects, ensures meaningful conversations. Networking with fellow exhibitors—especially those in industries like HVAC, plumbing, landscaping, or construction—can be as effective as multiple days of traditional sales calls.
In an ideal world of networking, your dealership becomes a key booth to visit and a mainstay attraction each year at these events.
Alternative Strategy: Attending Without a Booth
Even if a dealership opts out of a booth, trade shows remain a goldmine for prospecting. A single salesperson can move from booth to booth, connecting with key decision-makers in commercial industries. This low-cost approach still yields high-value contacts and potential appointments.
We have seen many examples of commercial & fleet departments starting their outreach networking efforts in this fashion with solid results and excellent ROI.
Follow-Up: The Key to Trade Show ROI
Trade show efforts mean little without prompt follow-up. All collected contacts should be entered into your CRM system, followed by thank you emails and targeted outreach. Immediate follow-up calls to high-priority commercial leads help convert conversations into concrete opportunities. Tracking all post-event interactions ensures the dealership maximizes its return on investment by at least turning over every stone.
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With a structured plan and strategic execution, trade shows can be a powerful tool for growing commercial sales. The key is engagement, networking, and—most critically—consistent follow-up to turn prospects into customers. Following these keys will allow you to prospect, network, follow up, and sell with much greater efficiency. Start writing here...
Maximizing Trade Show Success