BOOTH BRUSH-UPHow to stand out, sell more,

and have fun on the show floor

These are sample slides to illustrate Spark’s general program content and style. Our training is always evolving, so the slides we use for your staff may be somewhat different.

The Opportunity

The Challenge

The Difference

1. Increase your value to (company) 2. Increase your hot lead count3. Less effort, more fun!

My Goals

Agenda

1. The Players2. Attracting3. Qualifying4. Demonstrating5. Extending6. Wrap up

1. THE PLAYERS

How do they see you?

1. You

ARE (your

company)

2. They

THEM aboutcare

3. They

SUB-speak

TEXT

4. They want

PERSON

a

REAL

5. They take

CUES from

all their

YOU

2. ATTRACTING

Look like someoneyou’d like to talk to.

Your Goal

TO “SAY” THIS DO THIS

“I’m eager to help you.” Location in booth

“You won’t get ganged up on.” Alone or group?

“I’m feeling energetic.” Leaning or free?

“I’m capable of helping you.” General appearance?

“It’s OK to approach me.” Open/closed posture?

“I want you to know who I am.” Badge placement?

“You won’t compete for my attention.” Food/drink/phone?

“I’m eager to talk with you.” Expression/eyes

Send the Right Subtext

“WHAT’S MY SUBTEXT?”(or: “How to Lose SalesWithout Even Trying!”)

3. QUALIFYING

1. Establish trust.2. Have them feed their pitch to you.

Your Goal

1. Who are they? 2. What’s their thorn?

3. What tweezers appeal to them?

Your Target

SPARKY’S TIP #1:

beats a great product.

A great attitude

beats the right answer.

The right question

SPARKY’S TIP #2:

8 1/2 “Open” Qualifiers

L1: Booth’s edge (casual, general)

1. “What brings you to the show?”

2. “What’s caught your eye on the floor?”

3. “What can I help you find?”

L2: Inside booth (probing, task-centered)

4. “What do you do for [company]?”

5. “What’s your biggest challenge?”

6. “What’s your role in making that happen?”

7. “Let me see if I’ve got this: You’re...”

L3: At display (challenging)

8. “This [product] has [benefit]. How would that help you?”

Just L: If you’re shot down

8 1/2. “Before you go, could I point out a few things that might interest you?”

TRY ME:Baseline

Presentations,Take 2

EXERCISE:

“Qualify Me”

4. DEMONSTRATING

Answer their ultimate question: WIIFM?

Your Goal

beats a good fact.A good story

SPARKY’S TIP #3:

beats the most features.

The right feature

SPARKY’S TIP #4:

(and give beats show)Show beats tell

SPARKY’S TIP #5:

BE METHOD

Quick Intro, questions, follow-up, see ya

Clear Plain English, define terms, no pronouns

Show Don’t tell (and give beats show)

Relevant Relate everything to customer needs

Benefit-focused Link features to their bottom-line benefits

Engaging Stories: success, inside scoop, cautionary tales

Connected “Are you familiar with...?” “Would this help?” “Should I re-phrase that?”

Positive Don’t contradict, dismiss, denigrate, confide

Honest “Great question! I’m not sure. I’ll find out for you within 24 hours. How can I reach you?”

“Directed Discussion”

5. EXTENDING

Get a firm, eager commitment to a follow-up action.

Your Goal

GOAL METHOD

Get feedback “Where all you with all this?”

Reinforce benefits

“Based on your needs, I really think our product can provide A, B and C.”

Get contact info Scan badge, get card, etc.

Give info Give card, literature, samples, schwag

Offer contact options

Booth events: game show, book signing, etc. Show events: keynote, party Post-show public events: Release party, Webinar Post-show one-on-one: teleconference, meeting

Show gratitude “Thanks so much for sharing your challenges with me.”

Handoff “What else can we help you find today?”

Parting Shots

NAME ONEATTRACTING QUALIFYING

EXTENDINGDEMONSTRATING