Table Talk:
Successful Ideas, Displays &
Words that Sell Memberships
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Pre-show
Onsite
Post-show
NSA benefits
Pre-Show Preparations
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Logistics & Preparations
Benefits, Offers & Promotions
Design, Look and Feel
Set Goals & Measure Success
Plan Ahead for Success
Pre-Show Preparation:
The 6 Bs
B Plan: Prepare for unforeseen problems
that prevent you from manning the
table. Have a backup exhibitor!
• Be Aware of all Deadlines: Know the
deadline dates for receiving materials,
ordering services and booth equipment
(tables, chairs, carpet etc. if not provided).
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Pre-Show Preparation:
The 6 Bs
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Booth Set Up and Dismantle: Know
when you can set up and tear down.
Avoid starting late and leaving early.
Be Product Prepared: Review, know and
be prepared to talk about benefits and
services. Tip: Play Trivial Pursuit using
questions centered on your products
and services
Pre-Show Preparation:
The 6 Bs
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Be Prepared: Pack your “Essentials Kit” and
bring it to all shows.
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Booth Materials: NSA materials should be
ordered in advance using the NSA order
form at:
https://www.nsacct.org/affiliated.asp?id=112
Pre-Show Preparation:
Offer, Benefits, Promotion
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What incentives if any?
Which benefits get more attention?
Giveaways or drawings or both?
Preshow promotion
Pre-Show Preparation:
The Offer
Best New Member Incentives
• First Year Dues Discount
• Conference/Convention Discount
• Free Trial
• Member Referral Incentives
• Free Gifts or Premiums
Tip: Try discount coupons /gift certificates
that require future contact to redeem.
Pre-Show Preparation:
The Offer/Incentive
Give Your Efforts a Sense of Urgency
Specific deadlines, respond by dates, early
bird discounts are proven to move
members and prospects to act.
Deadlines that give too much time are no
good as they give people too much time to
think, which means your offer is not urgent.
Pre-Show Preparation:
Table Design
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Remember you have limited space on
the table(s). Less can be more.
Try the handwritten dry erase benefit
board—it does work.
5 to 10-Second Rule: visually identify
who you are and what you do in ten
seconds or less.
Pre-Show Preparation:
Goals & Measurement
To get a reasonable approximation of how
many contacts you can see at a show,
multiply the number of show hours times
the number of staff times five.
8 show hours; 1 table staff:
8 show hours x 1 staff x 5 = 40 contacts
Pre-Show Preparation:
Goals & Measurement
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Know your goals. Spell out exactly what
you hope to accomplish.
What defines success? # of leads, # of new
members, or simply building awareness?
Collecting & qualifying leads.
Don’t forget post-show follow-up
opportunities.
Onsite
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Staffing Do’s & Don’ts
Attitude is Everything
Face-to-Face Communication
Onsite Staffing Tips
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Exhibitors Behaving Badly: Use positive body
language. Avoid problem behaviors such as
crossing arms, slouching, eating, drinking,
ignoring attendees, chatting with peers, cell
phone use, etc.
Sew Pockets Shut: Keep hands out pockets, a
behavior that is unattractive and off-putting.
SMILE: And make eye contact.
What Not to Wear: Present a professional
image.
Onsite: Effective
Communication Tips
Have a Unique Selling Pitch
On average, your selling message has less than
10 seconds to grab attention or it’s lost.
Have a strong opening offer and provide
reasons to read it, give proof it’s the best offer
with triggers to get a response now.
Onsite: Effective
Communication Tips
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The Name Game: Relationship building is
easier and more effective when you use
the other person’s name. People respond
positively to hearing their own name.
Listen: The best questions begin in silence.
Embrace the 80/20 rule —listen 80% of
the time. The data they’re sharing is
invaluable and helps frame more
appropriate questions throughout the
conversation.
Onsite: Effective
Communication Tips
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Ask Open Ended Questions: The first question
you ask should never be one that can be
answered with a “Yes” or “No.” This is an
easy way to give them permission to end the
conversation quickly. Known as “closed
questions, “Yes” or “No” answers, don’t help
you to understand their needs.
Focus on questions that invite attendees to tell
you more about themselves, their challenges
or their particular situations (their stories).
Onsite: Effective
Communication Tips
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Follow Up With a Relevant Question: When
a visitor tells you their story about a particular
situation, your very next question must relate
to what they’ve just told you.
Compliment Them: If you find yourself with a
visitor who’s reluctant to talk, try a
compliment. It’s a subtle, yet powerful. A
simple “I’d really like to know what you think
about X,” or “What’s your opinion on Y” will
often get people talking.
Post-Show
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Follow Up by Phone, Email & Mail:
Maximize the return you realize by
following up on every lead. Use your
notes to personalize your follow up.
Follow Up Again: Once is not enough.
NSA Can Help: Send your prospects to
us for additional follow up.
Assess, Review & Evaluate: To help
prepare for the next time.
NSA Benefits
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CCH “What’s New In Tax” Online Database:
Updates, alerts, 18+ journals
https://www.nsacct.org/members.asp?id=672
Year Round NSA Tax Help Desk: Active &
Associate members get 5 free questions each
year.
NSA Tax Talk: Member email tax discussion
forum.
NSA Benefits
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Income & Fee Survey: Free online to
members—shows average fees.
Software Search: Free report based on
member input.
Online Business Card: On “Find a
Professional” directory.
NSA Benefits
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NSAlert & NSA MemberLink: E-newsletters
delivered to members every week
Main Street Practitioner & NSA Technology
Advisor magazines
CPE: Webinars, discounts on Tax Forums,
some ASO CPE, self-study including CCH,
Surgent & EA course
NSA Benefits
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Online Document Library: Sample
engagement, disclosure and other letters,
client tools, and more.
Discounts: 30% off CCH, discounts on
Quickfinder, TaxBook, file back up,
credit card processing.
Insurance: Professional liability, health,
life, long term care
NSA Benefits
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Representation: NSA on the Hill and at
the IRS—protecting your right to
practice.
NSA Membership Certificate
NSA membership: the more you use it,
the better it gets!
NSA Benefits
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ASO Resource Page: Order form and
sample of most materials available. Plus
download a membership PowerPoint
presentation.
https://www.nsacct.org/affiliated.asp?id
=112
NSA on FaceBook, Twitter and Linked
In