1. Setting goals and objectives for your company
- Frank tilley-

2. Welcome

3. 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

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

5. Goals; Objectives and Team Deliverables

6. 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

7. 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………

8. 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

9. 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.

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

11. Let’s look at these numbers
visitors… potential customers
My suggestion is not to try and capture all of them
If you have a meaningful conversation with only
10% of them = 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

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

13. Brian Prowling … Planning the Stand Design

14. Manning the Stand – Your PeopleBrand

15. 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?

16. 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.

17. Hi, I am Tracey …….

18. 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!

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

20. 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.

21. New cell phone ?

22. 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?

23. 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

24. 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

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

26. 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

28. On the day ! Engaging Customers; Selling and Lead Generating

29. Where are you
in the queue?

30. 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

31. 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.

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

33. Always lead with the Need ! not the product.

34. 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…?”

35. 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

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

37. 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

38. 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

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

40. 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, 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”

41. 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 ……”

42. 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

43. Post Exhibition follow through – Maximizing the leads

44. 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.

45. 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

46. Thank you and Good Luck