SEMA eNews Vol. 17, No. 12, March 20, 2014

Buyers Tell All

By Della Domingo

  SEMA Show, buyers
One of the biggest downfalls that buyers have identified is the lack of follow-up from exhibitors after the connection was made on the Show floor.
   

Ever wonder what annoys buyers, or how they decide where to begin at the SEMA Show? You might be surprised to learn what they identified as  common failures that they see from exhibitors.

What Buyers Said

"If people are huddled in the middle, you have the tendency not to want to visit that booth. Even though it may be something that you are interested in, you want people who are outgoing—people who are welcoming you to the booth."

What Exhibitors Can Do

Staff your booth with individuals who work the aisles, saying hello and welcoming buyers to your booth. This is something that staff can review prior to the Show, while identifying additional ways to direct traffic to what your company has to offer.

What Buyers Said

"We expect some follow-up to the meetings that we had at the SEMA Show. That's probably the biggest downfall that we have seen from an exhibitor—a lack of follow-up.

What Exhibitors Can Do

Send an e-mail follow-up message to prospective buyers you met during the Show.
Additional Exhibitor Tip: The best time to follow up with buyers is between 1–3 weeks after the SEMA Show. Buyers note that they are busy catching up on the day immediately after the SEMA Show, and by the time the holidays arrive, they will have already reviewed everything that they saw at the Show and made their decisions.

What Buyers Said

"Most of our purchases require in-depth conversations, so we're typically not buying on-site. But if it's a supplier that we already work with and they have a SEMA Show special that we can't pass up, then we'll make a commitment then and there."

What Exhibitors Can Do

Don't shy away from offering a SEMA Show discount. Approximately 45% of buyers report making onsite purchases at the Show. While it's mostly with existing suppliers, buyers note that it's all about the profit margins.

Find out what buyers want and need by watching the 2013 SEMA Show Exhibitor Summit video

Register Now

Sign up now for the SEMA Show Exhibitor Summit, April 14–16, Las Vegas. For additional information on the event, visit www.SEMAShow.com/exhibitor-summit or contact Tom Gattuso at tomg@sema.org.

SEMA and its hotel partners have made arrangements to cover hotel accommodations for up to two rooms per company on the nights of April 14 and 15; hotels to be determined. All meals at the Summit will be provided as well. Participants will be responsible for travel to and from Las Vegas and incidental hotel charges (phone, room service, etc.).

Learn more about the 2014 SEMA Show or reserve your booth space for the annual event at www.SEMAShow.com

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