As we discuss often, every second counts when exhibiting at a trade show. It all boils down to one thing: Better trade show demonstrations. The method you use to demonstrate your product at a trade show has a significant impact on the success of your exhibit. Customers love to be educated. You have a much better chance of closing the sale if your customer feels educated on your product. Featuring a product specialist at your trade show booth with a great attitude, sparkling smile and some old fashioned carisma is always a great start. Here are some other great tips to a stellar product demo:


Utilize the five senses of your customers, this creates an emotional connection to the product.  Does your product move? Does it light up? Does it have sounds? Can people interact with your product? If so, make it do so! It’s imperative to check with the trade show producers to ensure your booth will be fitted with necessary utilities such as electricity; in the event that your product requires charging or an electrical outlet to function. Do you have multiple products? Be sure to have multiple sales representatives actively showing each product at the booth. Look how quickly you can create buzz!

If you’ve ever been to a trade show, you know there is a lot to see. Combine all of this stimulation with the short attention span of humans, you may only have a few minutes (probably just a few seconds) to complete the demonstration process. Before the show, brainstorm with your team and create a 30-60 second script for each product. Use the F.A.B.C.E. product demonstration method to convey important information during your customer interaction:


F: Feature of the product.

A: Advantage of the feature.

B: Benefit of the advantage

C: Custom reason the product is great for the customer

E: Emotional statement about why you love the product.

“This is our newest theft deterrent carry on luggage piece. We designed it with a new fingerprint scanner.   This extra layer of security will keep your contents safer than ever before. The new model comes in three different colors to fit your personality! I love this newest addition to our luggage line because it’s modern looking and features the latest security technology.”

About the author: William Hall is a seasoned business coach specializing in branding, social media and promotional events. William has spent his career teaching businesses of all sizes how to stand out in the crowd while using marketing dollars most effectively. His clients are continuously thankful for his out-of-the-box ideas that lead to increased revenue, more clicks and a bigger online presence.