Setting goals and objectives for your company - Frank tilley-

Welcome

Some housekeeping Emergency exits Toilets Smoking Phones off or on silent/vibrate for the recording Running order of the programme (tea break, lunch break and networking) Q & A sessions – Roving Mic Food and Beverages available for sale during breaks Organiser stands during breaks Social Media Links - Twitter handle #AAXOinsights Feedback form Wi-fi purchase

Lets get on with the Show ! Amanda Cunningham…. Budgeting your company Marketing Spend

Goals; Objectives and Team Deliverables

Business is tough out there An Expo delivers a ‘keen to buy’ customer. However, competition has never been greater. Your challenge is how to maximize the five minutes of opportunity. Your product is unlikely to differentiate you. I believe your PeopleBrand will. More later

The good news In these difficult times getting to ‘eye-ball’ customers is really challenging: People shop online They are too busy to see sales people They are ‘flooded with choice’ Exhibitions bring you Thousands of visitors Thousands of prospects There’s no ‘cold calling’ These are ‘interested, ready to buy’ prospects That’s a great opportunity………

Why are you at the Expo ? “This will be a great expo because we have been able to….” Make…….direct Sales Generate…… leads Schedule…… appointments Build a database of ……names Create……. new ‘network relationships’ Launch our new product: ………demonstrations Hand-out …….samples Test market perceptions

Your Objectives Set realistic and appropriate goals Communicate them to your expo team – and discuss why they are ‘important to your business’ Break the Exhibition into sections : How many leads per hour ? How many sales per morning/afternoon ? If your business has a long sales cycle (3-4 months) Focus on generating interest….. ……. then appointments; leads and names.

How many new customers does your business need a year ? 1 per week = 50 2 per week = 100 5 per week = 250 10 per week = 500 50 per week = 2 500

Let’s look at these numbers 14 000 visitors….10 000 potential customers My suggestion is not to try and capture all of them If you have a meaningful conversation with only 10% of them = 1 000 prospects, or 5% of them = 500 new customers. Have a target for the expo; or per day. It means having a quality discussion with only 10-20% of the show visitors, It’s okay …..so long as you maximize your interactions

To Conclude Be clear : “this will be a good exhibition because….. Communicate with your team Set daily /hourly targets. Provide status and feedback.

Brian Prowling … Planning the Stand Design

Manning the Stand – Your PeopleBrand

What makes these businesses different? City Lodge; Holiday Inn; Sun International Dell; Acer; Samsung Mugg & Bean; Vide Cafe; Wimpy British Airways; SAA; Kulula. You and the Opposition? Are your Staff the most impressive at the show?

Your PeopleBrand Enthusiastic; Knowledgeable and Helpful The Perception customers have of your business…. as reflected in your staff behaviour. What words would you like people to use in describing your staff ? Enthusiastic; Knowledgeable and Helpful Lead from the front Agree on specific behaviours that will reflect these Values.

Hi, I am Tracey …….

Behaviour Experience Perception The Perception people have of you is their choice, not yours ….. Behaviour Experience Perception ……. a Reputation is earned, so do everything you can to earn a good one!

Madiba…. What words would we use to describe him? You ?

Your PeopleBrand Don’t leave the prep and training to the last week. Are you ready ? Have you planned your pitch ? What are you going to say and do that differentiates you ? While brochures and cards may get you calls….. While attractive stands will grab attention…… While product displays and photographs will assist…… It’s your PeopleBrand that will differentiate you. Train your team for three weeks before the show.

New cell phone ?

Who is on your stand – Your People ? Are they passionate and knowledgeable ? Are they presentable? Can they talk ? Do they match the perception you want people to have of your product ? What do they look like? If this expo is to maximize your business, have people who will maximize the opportunity when engaging the prospect. Make sure your team is energised !! Do you have a multi-lingual team? Be more interested; more engaged and more attentive than the next stand – what do they want?

Leading your Team Prior to the show, practice many times…. Role-play interactions Tell them to practice ‘out-loud’. Incentivize them First person to get three appointments …..close three sales, Break the day into targets Today we want to achieve the following… Before 1pm …. Every hour each of us need to…. Give them breaks Find a reason to compliment them De-brief at the end of the day

Pre-show training Explain your objectives Discuss ‘the ideal customer’ – your target market Teach them the scripts Greeting Questions Product knowledge Objection handling Role-play the expected customer engagement. Agree on your expectations and non-negotiables Dress, behaviour, do’s and don’ts

No……. Any others……. ? No sitting on the stand No eating No huddles No bouncers Any others……. ?

In Summary YOUR BRAND Panel Discussion: Manning the Stand Energized Knowledgeable and Happy staff They must look like; sound like and behave like YOUR BRAND Panel Discussion: Manning the Stand

On the day ! Engaging Customers; Selling and Lead Generating

Where are you in the queue?

Sales - Tough Times …Impressive People Customers have more choice. They are more knowledgeable, cautious and ‘have no money’. For your product or service to sell in these competitive times, your people need to be impressive. Skilled, Knowledgeable and Articulate “Don’t waste a customer engagement….. ………the next stand wont” While we on that…. Use the show to evaluate the opposition and differentiate yourself…… …..it’s a unique opportunity

The most common Sales mistake… Bad Sales People talk too much……. …and don’t listen enough ! They feel safe talking about their product, and don’t diagnose the need.

Diagnostic Selling Time Product Selling Sales Cycle Needs Development Present Proposal Close Time Product Selling Sales Cycle

Always lead with the Need ! not the product.

Engage the Prospect – get a conversation going Wedding: “Are you the bride ?” “Have you selected a Dress maker? Venue? Photographer?” Baby: “When is the big day?” Trade: Hi, what brings you to this show? “Have you found what you looking for? “What do you have in mind?” “What don’t you want?” When you find the ’right guy’ spend time with them…. asking questions. Don’t start with “Can I help you ?” “Are you interested in…?”

Ask more questions….. Practice out loud What is your need?? Why does your business need….? I am sure you have seen many products…..What would I need to do to convince you to use our product/service? How soon would you like to start benefitting from this product? Who else would influence your decision? Have you got a budget in mind? Take notes on a ‘prepared pad’ or card Identify what benefits the customer is looking for. Practice out loud

Some Famous Brands Volvo Woolworths Checkers Dunhill Sanlam Insurance Red Bull Toyota

Presenting your Product Why Does A Buyer Buy? S Security (Safety / Reassurance) P Performance (Increased; Improved; Better) A Appearance (Image) C Convenience (Comfort) E Economy (Value of Money / ROI) D Durability (Longevity) Identify what Benefits the Buyer is looking for…? Match your Product’s Features to the relevant Benefits that the Client is looking for

Customer Show Proofs…… Demonstrate Delight and Delivery Your team need to be story-tellers When presenting your product successes, ‘articulate why this customer was delighted with what you did. What unique need did you satisfy ? “they really needed to…..” Summarize your understanding…..it shows you have listened Then close with the next step: An appointment A Sale

If no sale….. Then get the lead If you cant ‘diagnose in detail’ at least get the details you need …… generate the lead !

Generating Leads Introduce yourself….. Get their name. Ask intro questions, and if ‘ideal prospect’…ask questions But they may look rushed …..then Get their details – cell number, email address + ……. Offer something (raffle “their” business cards) Get an appointment “when would it be convenient…. You need to have a database to mine after the expo. Get them on Facebook ……”Like our page”

Your Goodbye …. Finish with enthusiasm….and next step. “Thank you for coming bye; I will ….., first thing on Monday. Have a lovely day” Thank you for sharing……” It’s been great meeting you, I look forward to ……”

In Summary Panel Discussion Train and practice before the show Engage the prospect with energy and ‘something different’ Diagnose before you prescribe’ Minimum action…. Obtain lead details. Close agreeing with next step. Panel Discussion

Post Exhibition follow through – Maximizing the leads

Follow through The work really begins after the expo. Hit it on Monday and Tuesday – the really ‘hungry’ people will be doing this ! Once again, have an engaging and enthusiastic script “Don’t ask your son’s girlfriend to call” Remember, we are discussing “their business, and their Pain” Ask to visit them, or invite them to you. Set up an appointment.

In Conclusion Panel Discussion Exhibitions provide you with keen ‘ready to buy’ customers… Work hard for a few days in advance; very hard during the expo; and even harder two days after expo. It’s Your Business, and if you maximize this expo, the rest of the year takes care of itself . Panel Discussion

Thank you and Good Luck