Lack of Trade Shows Means Finding New Ways to Connect

RCS Influencer Heidi Ellsworth says that we must think differently and build relationships digitally.  

Understanding how to deal with virtual or no tradeshows during the age of COVID is a true challenge.  Many companies depend on the handshakes and personal connections that are usually established during tradeshows.  Now we must start thinking different. 

Looking at online resources like RoofersCoffeeShop’s Directory is important as an opportunity to find those virtual handshakes.  Using social media is also key.  Any way to meet customers online is important to pursue.  But don’t forget about your database of prospects or old tradeshow leads.  It may be the perfect time to connect with them again since they will not be visiting home shows for a while.    

Whether you are following up with a prospective customer, updating an old friend or maintaining ongoing business relationships, it is important to keep the momentum going.  It is essential after any event and especially virtual events, to stay in front of prospects and established customers, but what is the best way to do that?  One of the techniques that should be employed is social selling. 

As every good salesperson knows, it is all about relationships.  Getting to know your customers and building a strong connection with them early on, can move the relationship into a long-term career friendship which is the key to sustainable sales.  Good salespeople are maintaining their relationships online even when they cannot meet in person.   

So how do we take the world of social media and turn it into a strong selling tool for business?  LinkedIn is one of the best commercial roofing tools for social selling.  As an online business tool, LinkedIn has figured out how to create networks and connections that are socializing every day, easily engaged through mobile and desktop applications.  Residentially, keep looking at Facebook and keep growing your audiences. 

After RoofersCoffeeShop, LinkedIn is my favorite place for connections.  I can keep in touch with important contacts and what is happening in their careers by setting alerts through sales navigator.  It offers amazing information and at the same time, you are able to share information about your company.   

Take the time to look up business professionals on LinkedIn and connect.  They are most likely just as interested in learning more about you and your business.  Good salespeople know the key to sustainable sales is trust.  Trust is built through knowledge and understanding.  Social selling offers an easy and non-threatening way to begin building trust.   Especially during this time of social distancing.  

So whether you are exhibiting online, in person or using directories like RoofersCoffeeShop, be sure to follow-up with the connections and leads, staying in touch through your favorite social media channel. 

Heidi Ellsworth is owner of HJE Consulting Group and a partner in RoofersCoffeeShop.com. See her full bio here.