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Baselworld 2018 is the major annual event for the watch and jewelry industry. The most important brands, buyers and media representatives will all be there, as will watchmaking flagship brands and industry leaders in jewelry and gemstones. Shorter by 2 days, March 22 and March 27, the show is, of course, still held in Basel, Switzerland.

Make the most of the shorter show with advanced organizing and preparation.

Here are 10 tips to help you make the most of Baselworld 2018

1. What are your objectives?

A good place to start is to think about the end. What do you want to achieve by the end of the show? What are the results you want to show it was a success? How will you measure your ROI? Will it be based on the value of orders, the number of new customers, or how well you increased your brand awareness? Whatever your objectives are, make sure your whole team is aware, so you can all work towards the same goals.

2. Logistically speaking…

…plan ahead. Local hotels get booked up very quickly. Basel is expensive, so you may choose to stay in Germany or France and travel in each day.

The show occupies about 1.5 million square feet in several buildings. It takes 20,000 workers six weeks to set everything up. In other words, it’s a big show. Luckily, Baselworld organizers offer an excellent free app for Apple and Android devices which includes exhibitor lists, detailed, zoomable 3D maps, and other valuable information.

Make sure to let your customers know they can download it for free at the official Baselworld site, or at the app store.

3. Create excitement before Baselworld

There are a few things you can do pre-show to make sure the excitement starts to build. Send out an email blast to tell everyone you will be exhibiting. You can use social media to spread the word. Tell your existing customers about the special gift or offer that will be waiting for them at your stand to show them how much you value their business. You can also tell new customers about exciting new product launches.

Don’t forget to tell everyone your exact location, so they can easily find you.

4. Who will be there?

With between 600 and 700 other exhibitors at Baselworld, it’s important not to underestimate the competition.  Leading luxury watch brands exhibiting at Baselworld include Rolex, Omega, TAG Heuer, and Breitling. Top jewelry and fashion houses will show their latest creations, including brands such as Hermès, Bulgari, Louis Vuitton, Chanel, Gucci, and Dior.

Try to find out what your competitors are planning and map your strategy accordingly. Even if you have been to Baselworld many times, you still need to do your homework, to identify new opportunities out do your competition. Accumulate as much knowledge as you can. If you can establish the demographics of the attendees, that will certainly help you set the tone of your messaging.

5. Strong presentation

Presentation is crucial when it comes to sales. Baselworld attracts the top distributors in the world so you can expect exciting booth designs. Remember the aim is to entice customers and make your booth stand out from the crowd, so potential customers notice you. Your booth should leave a lasting impression, so they remember you too.

Make sure you know the appropriate attire for the event. Baselworld is part of the European business world with a focus on high-end, luxury products. Smart business wear is a safe choice. It is better to be overdressed, rather than in jeans and a t-shirt.

6. Know your product

No-one knows your product better than you, but you can’t do it alone. Customers will be looking for guidance and advice about your products. This is their opportunity to find out more, and your opportunity to show them what a great product range you have. You will need to be prepared.  It’s crucial that your staff know everything about your range down to the smallest detail. If they can’t display expert knowledge, there is no way your customers will have any confidence in your product. Ensure you provide every staff member with pre-show training so they are confident, and can pass that onto your customers.

7. Bring your ‘A-Team’

To maximize your sales opportunities, you will need to bring your ‘A-Team’.

They will need to know all the ‘lingo’, so your pre-show training should include any new technical terms and the latest industry trends. Your sales people must be more knowledgeable than the attendees who have come to get expert advice from you.

So who will be in your A-Team? To begin with, you need ‘Hunters’. These are experienced sales people, extroverts, who are not afraid of rejection. Their objective is to get people onto your booth quickly and in an engaging way, through asking leading questions and establishing needs and requirements. Once they have ‘caught’ a potential lead they can pass them on to your ‘Order Takers’ who are specialized in nurturing relationships with customers.  The Order Taker should make them feel welcome and guide them through the selling process with the use of a mobile sales app, containing images and information about your own product range.

8. Booth etiquette

Be aware of the impression you and your booth are giving. There are plenty of videos on body language that may be helpful to watch. ‘Power posture’ can change not only your physical stature, but your physiology and psychology, making you look and feel more self-assured. Your body language should exude confidence. Make sure your sales staff are engaging with customers, and not chatting with each other or checking their phones. That will send out an attitude of indifference, meaning potential customers will walk on by. This is not taking full advantage of your opportunities.

9. Optimize sales performance

Trade shows are extremely busy both for your booth staff and attendees. Attendees have a lot to see and many booths to visit. The last thing they want to do is waste time waiting in line to talk to your booth staff or place an order. By having customer information and order history available at the touch of a button and being able to take orders via a fast and efficient e-catalog you can provide customers with an enhanced and efficient sales experience. If you are using pad and pen to take orders, you are missing out. The use of mobile sales software at trade shows is becoming more and more common as many brands and manufacturers realize the benefits. Order-taking can be done in a fraction of the time it previously took. You will no doubt see many companies at BaselWorld using these apps.

Using a sales automation system on your tablets or other mobile devices not only makes life easier for you, but also your customers. Their experience will be much more pleasurable when they can be served quickly, see images of new products in a personalized attractive e-catalog, find out what they ordered last year, and feel taken care of. Your extensive customer knowledge will inspire confidence and help you build up a great customer relationship.

10. After show follow up

The show’s over and the curtain has come down. Now what? The follow up you choose to do now will be vital. Instead of a stack of business cards to go through, why not consider using a mobile CRM platform that can easily record the details with the customer’s name, phone number, email, company, notes and more.

Using a mobile sales platform at a trade show can save time, reduce manual errors and improve efficiency. All leading to increased revenue for you.



About The Author

Stacey Woods
Stacey Woods
Stacey Woods is the Senior Business Development Manager at Pepperi. She has extensive experience in B2B sales and understands the many benefits that can be gained by automating and syncing the different sales channels in a company.