Trade Show Selling
North Carolina Biotechnology 2014
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
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
Reaching Out
Credibility
Knowledge
Helpfulness
Friendliness
Professionalism
Courteousness
Appearance
Empathy
Responsiveness
Confidence
Presence
Reaching Out
Your Field 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
Relating To
Speaking
(finally!)
Relating To
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
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, wellrehearsed 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
http://www.skyline.com/blog/category/booth-staffing/
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?
Thank you!
We’re here to help you make your next
exhibiting experience the best ever!