Trade Show Selling North Carolina Biotechnology 2014 Increase your revenue, your reach and your brand. Increase your revenue, your reach and your brand.

Trade Show interaction is faster-paced & requires a different approach Review the “R’s” Reaching Out Relating To Reacting and Responding Recording

Reaching Out

Trade Shows are like “speed dating”: You have 7 seconds to make a good first impression

Reaching Out In Jerry Eisner’s “First Impression Selling at Trade Shows”, he states that people form 11 impressions about you and your company in the first 7 seconds of contact: The “7-11” rule

CredibilityHelpfulnessProfessionalismAppearanceResponsivenessPresence Reaching Out KnowledgeFriendlinessCourteousnessEmpathyConfidence

Your Field Office: Your exhibit is your “Office away from the office”. Your exhibit is your “Office away from the office”. The more organized you look, the more likely prospects will want to do business with you.

Reaching Out Your Field Office: Keep your meeting space “neutral”. Don’t send signals that discourage prospects from “sharing” your space by eating, drinking, or using your smartphone.

Reaching Out Your Field Office: Don’t get “baited” into bad-mouthing competitors. Let prospects know that you get paid to talk about your company, and not others.

Reaching Out Your Field Office: Wear your name badge on your right side, so it’s easier for prospects to “capture” your name when shaking hands.

Reaching Out Body Language (Exhibitors and Prospects) Arms crossed “Don’t bother me” Response: “Palms up” gestures Slow your presentation

Reaching Out Body Language (Exhibitors) Fig Leafing “I’m not confident” Response: “Parade Rest” stance Hold something

Reaching Out Body Language (Exhibitors)Smile! 90% of the time, your prospects will smile back

Reaching Out Body Language (Exhibitors) Look energetic “Dehydration is a soldier’s worst enemy”

Reaching Out Body Language (Exhibitors) Look responsive Steepling of the hands shows confidence and indicates you are giving information they want

Reaching Out Body Language (Exhibitors) Look comfortable Changing shoes will create different pressure points for your feet and saves your knees, back and legs

Reaching Out Body Language (Exhibitors) By consciously sending warm, confident, positive signals at all times, you tell attendees that you are someone worth knowing.

Reaching Out Body Language (Prospects) Face touching “I’m considering” Response: Let them take the lead Don’t rush them

Reaching Out Body Language (Prospects) Fists clenched “I’m tense” Response: “Palms up” gestures Let them take the lead

Reaching Out Body Language (Prospects) Palm rubbing “I’m eager” Response Move discussion forward

Reaching Out Hold a pre-show meeting to discuss personal obstacles when engaging clients. Brainstorm strategies to eliminate these obstacles

Relating To

Speaking(finally!)

Speaking Avoid the “no” response by constructing “open ended” vs. “closed ended” questions like “Can I help you?”

Relating To Speaking “open ended” examples: “Of all you’ve seen at the show, what has interested you the most?”

Relating To Speaking “open ended” examples: “What about our exhibit has caught your eye?”

Relating To Speaking “open ended” examples: The best two opening words: “Tell me…”

Reacting and Responding

Speaking Observe the 80/20 rule: Listen 80% of the time Talk 20% of the time

Reacting and Responding Do you have a clear, catchy, well- rehearsed 15 second “sound bite”? What are 2-3 benefits of working with your company? Does your presentation “tie in” to the state of North Carolina?

Reacting and Responding Disengaging from a visitor “I’m glad we’ve had this opportunity to talk today” “I’ve taken enough of your time today...” “Thanks so much for dropping by…”

Reacting and Responding Disengaging from a visitor The “walk and return”: “Well, I’d better get back to my booth…”

Reacting and Responding Disengaging from a visitor “Based upon the information shared today, we can’t help you now, but here’s my business card, if I can help you in the future.”

Reacting and Responding What if you don’t know an answer to a prospect’s question? If you don’t know the answer to a question, say so and use it as an excuse to follow up after the show with an answer.

Recording

Recording Over 80% of all leads generated at trade shows receive NO follow up/follow through. What causes this scenario? How can we prevent it from happening to us?

Recording What information do you need to keep your dialog going after the show? What information would the people following up want to know to continue the dialog?

Let’s Define a “Lead”…

What is a “Lead”? a suggestion or piece of information that helps to direct or guide the sales person who is following up after the show an informative hand-off of critical information from trade show floor to sales rep trying to get a face-2-face meeting with the prospect

Get Sales & Marketing On The Same Team

What is a “Lead”? Marketing must engage sales to determine the top 5 or 6 clues toward the next step in the sales cycle.

What is a “Lead”? Multiple-choice When do I follow up? When does your budget “open”? Who are you using now? Which of our services are most critical? Essay What plans do you have for expansion? The “Magic Wand” question

What is a “Lead”?

Recording Recording the visitor’s expectations on follow up demonstrates that you are listening, and relieves pressure on you immediately after the show.

Planning & Practicing Recap Reaching Out Relating To Reacting and Responding Recording

Planning & Practicing Recap 44 Things a Booth Staffer Does Get More Trade Show Leads Better Booth Staffing for Greater Trade Show Results 13 Bad Booth Staffers Trade Show Exhibit Dress Code Trade Show Booth Etiquette: How to Be a Good Host Top Ten Tips for Trade Show Booth Staffing Ten Booth Staffing Secrets to Double Your Trade Show Lead Count Boing Beyond the Tip of the Iceberg of Booth Staff Training Your Trade Show Booth Staffers are Animals

Planning & Practicing Recap Questions?

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