S6, E3: Maximizing Your Impact with Effective Trade Show Sales Strategies with Lauren Henley McKinnon

Did you know that trade shows can be your next big breakthrough in the interior design industry? These events serve as dynamic platforms for designers to display their latest creations, innovations, and trends to a captivated audience of potential buyers, collaborators, and industry influencers. Trade shows provide an unparalleled opportunity for designers to network, gain inspiration, and stay updated with the latest industry developments. By attending these events, you can present your products in a tactile and visually engaging environment, which is crucial for making a lasting impression on potential clients and partners. Participating in trade shows can be a strategic move to boost visibility, attract new business, and build strong relationships.

In this episode, we discuss the importance of trade shows, how to make data-driven decisions at every touchpoint, and the secrets to success in luxury and commercial design with a special guest, Lauren Henley McKinnon. With over 20 years of experience in the architectural and interior design industry, Lauren has an impressive portfolio, having worked with industry giants like Williams Sonoma, Phillip Jeffries, Formica, and prominent commercial Steelcase dealerships. Her extensive experience spans countless luxury brands through showroom representation. As an expert in top sales performance, client services, and project management, Lauren is here to share invaluable insights on how to elevate and grow your brand.

Ready to tune in? 

 

Key Highlights from the Episode:

[00:01] Intro and a bit about our guest, Lauren Henley McKinnon

[02:20] Lauren's journey in interior design and transition to consulting  

[03:44] What sparked Lauren's interest in sales and interior design 

[11:06] About Henley McKinnon Consulting and what they offer

[15:18] Key essential steps for preparing for a trade show 

[22:25] Data-driven decisions for different tradeshow touchpoints

[26:15] Innovative strategies to help you stand out in trade shows

[33:26] The dos and don’t of trade show follow-up 

[37:04] Lauren's parting words on creativity and strategy 

[38:37] How to reach out and connect with Lauren

[38:59] Wrap-up and end of the show

 

Notable Quotes: 

• Marketing is not just about the benefits of the product but also about its transformations.
• People are very visual; they see before they hear anything.
• You can't just do canned marketing after a trade show; you need to personalize.
• If you don’t make a new call to action after serving your customers, your connection will die. 
• Personalized connections and follow-ups are the ones that keep the momentum of the project going. 
• Success is a blend of creativity and strategy.

 

Let’s Connect: Lauren Henley McKinnon

Website: https://www.henleymckinnon.com/

LinkedIn: https://www.linkedin.com/in/lahenleymckinnon/

Learn more about Thrive In Design: 

Website: https://www.thriveindesign.co/

Instagram: https://www.instagram.com/thriveindesign/

Facebook: https://web.facebook.com/thriveindesign/

LinkedIn: https://www.linkedin.com/company/thriveindesign/

 

Register for the next Thrive In Design live training here: https://training.thriveindesign.co/

 

Get your copy of "The Ultimate Guide to A&D Sales": https://www.thriveindesign.co/brand-reps.