Top Ten Tips: Improving Your Tradeshow Success€¦ · 14/01/2014 · • Pre-Show, At-Show, Post...
Transcript of Top Ten Tips: Improving Your Tradeshow Success€¦ · 14/01/2014 · • Pre-Show, At-Show, Post...
Top Ten Tips:
Improving Your Tradeshow Success
PRESENTED BY:
Jim Obermeyer, Owner, Reveal
Schedulers & Dispatchers Conference | New Orleans, LA | January 14-17, 2014
Tuesday, January 14, 5:00-6:00pm
Your Host Reveal
• A leader in face-to-face marketing
• Pre-Show, At-Show, Post Show Planning
• Exhibit Design / Manufacturing
• Logistics Management
Jim Obermeyer
• Over 30 years face-to-face marketing experience
• 12 years corporate event/trade show manager
• 18 years direct trade show industry
• Industry and corporate trainer
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Answer These:
• 76% know what they are looking for
– Are you on their list?
• 33% have seen a pre-show promotion
– Are you doing it?
• 56% establish an opinion in 4 seconds
– Do you project success?
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From Attendee Surveys
Major Differences
• The audience is on your turf
• They are interested in your product
• You will ‘call on’ many more per day
• Your qualifying cycle is compressed
• You must be resistant to rejection
Trade Shows vs. Direct Selling
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1. Four Decisions
• Attitude
• Strength
• Education
• Trust
People Instantly Make About You
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2. Four Ways
• Pitch Posture
• Radar Vision
• List Building
• Trap Questions
To Turn Off An Attendee
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Are You Projecting Success?
• NO eating & drinking
• NO cell phones, laptops
• NO ganging, herding, hiding
• Booth staff logo wear
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Are You Projecting Success?
• Posture and non-verbal cues
• Stand at the aisle
• Be ready to talk to people
• SMILE!
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3. Four Types
• Education Seeker
• Reinforcement Seeker
• Solution Seeker
• Buying Teams
• BONUS: Trick-or-Treaters, Wanderers
Of Trade Show Visitors
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4. How Customers Shop
• Visit 1: Hit & Run
• Visit 2: Application & Fit
• Visit 3: Close
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5. Best Opening Line
• WRONG: “May I help you?”
• RIGHT: “Thanks for visiting the show/our booth.”
“What prompted your interest in [our product/service]?”
“What brings you to the show today?”
• Get to the problem/need quickly
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6. Use Friendly Qualifying Questions
• “What created the need?
• “What would you like to achieve?”
• “How will you go about deciding?”
• “What will be needed to decide?”
• “What should happen next?”
• WRITE IT DOWN!!
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7. Best Closing Question
• WRONG: “We’ll send information and have someone call.”
• RIGHT: “What would you like to have happen next?”
“How would you like us to follow up?”
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8. Handling Complaints & Problems
• WRONG: “Who did you talk to? Where did you hear that?
When did you work with us?”
• RIGHT: “Thanks for bringing this to our attention. That’s why
we’re here.”
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9. Beware Of The Power Buyer
• They visit early or late in the show
• They will be well along in the sales cycle
• They will dress down, won’t wear badge
• Many top level people have ‘handlers’
• You must be there early
• Stay after the show closes
• Be alert for them
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10. No Follow-up; No Sale
• 83% Have never been called on by you
• You want quality, not quantity
• 90% of leads are NEVER followed up
• Follow-up 3-4 times per year
• Have a plan
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Thank you!
Have a successful Show
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