Last post we talked about marketplaces and if they were the best way to promote your business. This time let’s discuss how to get the most from this selling experience.

First, go prepared. If you are a first timer, talk honestly with the sponsor for ideas. Chat with past exhibitors for their input too. If there is a First Timers workshop, don’t miss it. Even veterans can learn something from this workshop.

Next, marketplaces sponsored by different organization attract a particular type of tour operator. Be sure you know the operator market (ie. seniors citizens, youth, general public) and if they are visiting your area. Most of the time you can go on-line or refer to the operator profile sheet booklet to research operators before you request appointments. Your local Visitors Bureau or colleagues may be able to help too. Once you receive your appointments, be certain you refer to the operator profile so you can customize your presentation for each appointment. Go prepared to schedule more appointments at the marketplace by selecting additional operators on the basis of #1, #2, and #3 priority.

Your profile sheet is probably your most effective selling tool. Be certain it is current and provides all the information an operator needs to visit your business. It does not hurt to have a colleague review your profile sheet before it is printed!

During your appointments, give your presentation, but keep it brief. Listen to and answer operator questions and ask the operator questions too. Before your next appointment, rate the operator as a Hot, Medium or Cold sales prospect.

It can be helpful to remember the success of the marketplace is not necessarily how many appointments you have. What’ s more important is how many operator contacts you make. The scheduled appointment is the “formal” contact. But additional selling opportunities can be found during scheduled marketplace breaks, during social functions, FAM tours, Dine Arounds, even riding on the hotel shuttle bus.

After the marketplace, determine if a hand-written thank you note is needed. Make the note quick, “short & sweet”. Don’t include sales information with the thank you note. Operators go home overwhelmed with information. A simple note of thanks is more effective.

When you’re back at the office sort out your notes. If the operator asks for more information or to contact them, DO IT, in a timely manner. Next, update your database and keep track of your Hot, Medium, and Cold leads from each marketplace. Use this information to plan future marketing.

Marketplaces take a lot of time and hard cash. But one marketplace can result in far more business than one magazine ad because you can talk one-on-one to the operator. A marketplace can be an important component of your annual marketing plan. Attention to a few basic details assures each marketplace is an effective tool that generates sales, hopefully, for years to come.