Beyond the booth: unveiling the power of field marketing in traditional presales post-Covid

Trade shows have long been the beating heart of industries worldwide, where innovation are unveiled, partnerships are forged and opportunities get crafted. Picture the bustling aisles, the hum of conversation and the vibrant energy as professionals from all corners of the globe converge to showcase their use cases.

Embarking on a journey to new destinations ignites a sense of wonder and curiosity within us. Traveling to new places to attend trade shows either to learn the latest and greatest as a listener or a presales field engineer to support your company at the booth, it only broadens our horizons and opens our minds to endless possibilities.

But why are trade shows appearances and active booth participation so crucial for presales professionals?

The first modern trade show took place in London's Crystal Palace in 1851 and is known as the Great Exhibition. It was a landmark event covering various industries and countries showcasing their products and innovation to the audience.

In contemporary business landscapes, trade shows have evolved into specialised platforms tailored to niche sectors within specific industries. Product vendors strategically sponsor these events to augment brand visibility and cultivate lead generation avenues through extensive networking opportunities. By presenting their solutions to a targeted audience, vendors aim to position themselves as industry authorities, leveraging these engagements to glean invaluable market insights. Overall, trade show sponsorships empower vendors to fortify their market presence, amplify visibility, broaden their customer reach, and propel organisational expansion.

For product vendors, trade shows present multifaceted sponsorship opportunities, encompassing options such as hosting an exhibition booth, securing a prominent presence through keynote speeches or presentations, showcasing products at designated booths, sponsoring executive roundtable discussions, and leveraging platforms to disseminate thought leadership and unveil new product roadmap initiatives.

Surprisingly, conference organisers successfully pivoted during the Covid pandemic to host virtual events. However, this alternative failed to fully achieve its primary objective. While organisers still benefited from hosting the event, the impact for conference sponsors was significantly diminished. Despite attendees being able to participate virtually, their engagement levels suffered due to pandemic-related disruptions, leading to a lack of meaningful interaction with sponsors. Presenters may have gained the most from virtual attendance, but product vendors sponsoring events struggled to forge professional connections with the audience at virtual booths. Attending conferences virtually introduced household disruptions combine with health concerns, further complicating the situation.

Whilst some regions experienced a faster reopening with fewer restrictions in the post-pandemic period, arguably the trade shows impacts suffered for around 3 years globally.

Consequently, presales people were unable to develop the skills typically sharpened at trade shows, limiting their opportunity for further growth. This setback was primarily due to the constraints imposed by the COVID-19 pandemic. As a result, we have experienced a lapse in our proficiency.

It's exhilarating to venture to a trade show for the first time as a presales person, engaging in booth duty and discussing intriguing client use cases. Unfortunately, without prior trade show experience, there's a risk of reverting to less effective habits, such as focusing solely on product knowledge dissemination—a common pitfall. Manoeuvring through booth duty cues requires a skill set developed through experience. For instance, determining whether a 20-minute conversation is necessary or if a more succinct message can be conveyed for personalised follow-up. Moreover, efficiently transitioning between booth conversations and capturing notes are essential skills often refined through trade show participation.

Following the Visitor Engagement Protocol by offering a concise introduction to your organisation and your role, focusing on relevance. Inquire about their reasons for stopping by the booth and encourage them to share their areas of interest. Gain insights into their organisational role and specific conference objectives. Develop proficiency in discerning between operational and non-operational roles. We call it "WIRE" - Who we are, Interest, and Role and Expectations. Essentially it's imperative to address the most critical question: the reason behind their booth visit.

As presales people we want to understand whether a prospect was initially drawn by the free swag or was genuinely intrigued by your solution and eager to learn more later on.

Trade shows serve as dynamic platforms where presales professionals go beyond passive booth presence, actively engaging in diverse communication channels. Efficiently managing booth conversations and delivering compelling demonstrations are essential aspects of booth duty, complemented by opportunities to deliver lightning talks, thought-leadership presentations, and even keynote speeches. As expertise grows, facilitating roundtable discussions and effectively communicating with business-oriented executives becomes pivotal. Over time, mastering these skills enhances networking capabilities, ultimately driving greater revenue value for organisations, a testament to years of dedicated development within the bustling presales realm.

There is a common misconception amongst presales newcomers that mastery comes swiftly, that it's merely a matter of learning the ropes and diving into the fray. The truth reveals itself gradually, as experience becomes the greatest teacher. It's a journey of continual growth, where each encounter, each challenge, contributes to the tapestry of expertise. Over time, what once seemed daunting transforms into a well-developed skill set and what initially felt like a small part of the role expands into a vast landscape of possibilities. Thus, the path to mastery unfolds not in a sprint, but in a marathon of dedication, resilience and unwavering pursuit of happiness.

At trade shows, presales people primarily partner with field marketing teams, who oversee event organisation, ensure appropriate messaging, leverage global resources, and manage event logistics. Presales professionals play a proactive role in addressing technical aspects, collaborating closely with technical marketing management (TMM) to align showcasing content with the event's objectives. Know-before-you-go (KBYG) meetings are pivotal, allowing all stakeholders to clarify roles and responsibilities, ensuring seamless coordination and maximising impact. While technical sales representation is crucial, the attendance of account executives (AEs) is equally vital, as they provide insight into vendor offerings and ensure alignment with client needs, emphasising the necessity of a unified team effort.

Presales people understand that crafting conference content is not solely their responsibility; instead, it's a collaborative effort leveraging the collective expertise of their regional presales team members. By pooling resources and insights, they enhance the quality and relevance of their presentations, ensuring they resonate with diverse audience segments. This collaborative approach not only maximises the depth and breadth of content but also fosters a sense of unity and camaraderie within the team, ultimately driving greater success at trade shows and events.

Resourcefulness and collaboration are essential as we harness the collective expertise of our team members to achieve shared success.

In conclusion, the resilience of presales professionals during the COVID-19 pandemic underscores the importance of adaptability and strategic collaboration. While virtual trade shows provided an alternative platform for prospective client engagements, the inability to make a tangible impact underscored the value of in-person interactions.

As the world transitions beyond the pandemic, the return to traditional presales responsibilities offers a renewed opportunity to forge meaningful connections and drive impactful outcomes. By harnessing the collective expertise of cross-functional teams and leveraging the advantages of face-to-face engagement, presales professionals can navigate trade shows with confidence, reaffirming their pivotal role in driving organisational success in a dynamic and evolving landscape.

Participating in trade shows, actively driving conversations during booth duty, and representing your organisation at conferences not only fulfils essential presales duties but also serve as catalysts for personal growth and professional development.