Effective Exhibit Selling

Why Trade Shows

Facts & Figures We’re #1! Trade Shows are now the #1 Business to Business Marketing medium More than 125M people attended over 4600 trade shows in North America last year Trade show spending exceeded $67 billion last year 18% of marketing budgets go to support trade shows 88% of trade show attendees exert a buying influence

Facts & Figures It costs $1,080 to close a field generated lead It costs $419 to close a trade show generated lead 41% of attendees are first-time visitors 91% of survey respondents say they get their most useful buying info from trade shows

Facts & Figures 90% of trade show attendees haven’t been contacted by a direct sales person within the last 12 months Face to face selling time: –67% at the trade show –20% in the field Field reps say that 73% of buyers are less accessible and they now make 40% fewer face-to-face calls

Why Attendees Go… To See New Technology/ Products Plan or support buying process Personal Development Network with Peers Hands-on Experience with Products Attend Seminars/Workshops Overview the Industry See Competition CEIR (Center for Exhibition Industry Research)

Exhibitor Show Objectives Gather Qualified Leads Position the company in the industry Introduce new products Test market/R&D See existing customers

The Big Idea

90% of what visitors remember about your booth will be based on the staff

Tactical and Practical

Marketing “Stage” = Exhibit

Where… Do we put the leads? Do I put my briefcase? Is the literature stored? Are the giveaways? Are the demonstration stations?

Product knowledge Approachable Professional Good listener Experienced in the process Blueprint of a good booth staffer

Behavior Basics Attitude The Hand Shake Dress/ Uniform Name Tag Body Language

The “NO” List Cell Phones Hands in Pockets w/ Loose Change Sitting Playing with Computers Talking with Each Other Eating or Drinking

Pre-Show Meeting 1-2 weeks before show and day of, or day before – –Bonus? Every morning or evening of show Review rules, pitches, premiums, etc. Share objectives, goals and issues Practice!

Exhibit Selling

Trade Show Selling How it’s different Time is of the essence –1 Minute –2-3 Minutes –3-5 Minutes Telling is not selling!

4 Steps to Effective Trade Show Selling Engage Qualify Present Close

Engage Open-ended Questions Related to your Products/ Services Build rapport

Qualify Top 3, Top 5, Top 10 questions Ask, Listen Assure Record

Present Demo Stations Benefits-oriented statements Use Story format “Power words”

Close Clear Next Step Collect correct info for follow-up Rate Each Lead by… –Potential –Time Frame 60% of All Leads are Never Followed Up On

Last, But Not Least

Post Show Follow Through Lead Fulfillment “Thank you” …with a post-show incentive Link to the website and/or a call to action Qualified leads are easier to follow up on…