We’re now into our slate of winter boat shows, with nearly a dozen major city events run. Here are some reminders that could make show participation more successful for the majority of dealers who are still heading for an upcoming event.

• Keep focused Remember why you’re exhibiting: The show puts you face-to-face with a very big audience who paid to attend, which shows their interest level.

• Immediate sales While building critical prospect lists for the sales team’s post-show follow up, never forget that every serious prospect you meet could represent a sale today.

• New products Your suppliers should be constantly backing you by creating new products you can feature and focus attention on.

• Good contacts Remember, the show will also draw many of your current customers with whom you may not be able to keep in contact — the show helps overcome that.

• There’s more The show will always generate more direct contacts per salesperson per day than any other marketing option.

• Contacts The sales team can assemble a long list of sales prospects in a short time.

• Promote, promote A show is a powerful opportunity not just to sell boats, but to promote the dealership’s reputation for multiple services and other products.

• Be prepared Conduct daily preopening meetings with the exhibit staff to review sales objectives, booth procedures and etiquette.

• New products Attendees want to see what’s new, so call attention (signage, etc.) to new technology, products and improved versions of oldies in the display.

• Spare the literature Studies reveal that 75% of literature handed out at shows is thrown away without being read. Provide it only after establishing genuine interest, or offer to send it if the prospect provides an address.

• No palace guards The sales team should never stand where they block access to the exhibit or boats; never stand around with arms crossed; never have hands in pockets; never just be chatting with each other; never be talking on a cellphone; and never look unwelcoming.

• Engage visitors Be conscious about making a good first impression. Always make eye contact; greet with a smile; shake hands; welcome them; ask open-ended questions; and thank them for stopping.

There is no other medium that can put the dealership sales team in front of thousands of interested prospects in a short time. That is why every dealer that has a boat show in their market area must be there.