Exhibitor training - AFP 2010 - Part 2

© 2010 Susan Friedmann, CSP, The Tradeshow Coach


3 Step Process3 Step Process


At the ShowAt the Show


Make Your People Your Marketing Team

Make Your People Your Marketing Team


Let them know…Let them know…

1. WhyWhy you’re exhibiting you’re exhibiting

2.2. WhatWhat you’re exhibiting you’re exhibiting

3.3. WhatWhat you expect of them you expect of them

4.4. Their Their rolesroles & & responsibilitiesresponsibilities

Let them know…Let them know…

1. WhyWhy you’re exhibiting you’re exhibiting

2.2. WhatWhat you’re exhibiting you’re exhibiting

3.3. WhatWhat you expect of them you expect of them

4.4. Their Their rolesroles & & responsibilitiesresponsibilities


CompanyCompanyAMBASSADORSAMBASSADORS!!

CompanyCompanyAMBASSADORSAMBASSADORS!!

Remember…Remember…


Meet and Meet and GreetGreet

Meet and Meet and GreetGreet

Gather Gather InformationInformation

Gather Gather InformationInformation

Get aGet aCommitmentCommitment

Get aGet aCommitmentCommitment

Present Your Present Your ResourcesResources

Present Your Present Your ResourcesResources

QuestionsQuestionsto Anticipateto Anticipate

QuestionsQuestionsto Anticipateto Anticipate



Create a positive first

impression

Create a positive first

impression

85% of the visitor’s impression

about your exhibit is determined

by your

attitude and behavior

85% of the visitor’s impression

about your exhibit is determined

by your

attitude and behaviorIncomm Center for Research

80% of a final decision

can be influenced by

the stand interaction

80% of a final decision

can be influenced by

the stand interactionIncomm Center for Research



Your purpose:Your purpose:

Understand specific Understand specific

problems/challengesproblems/challenges

ANDAND

what created their need!what created their need!

Your purpose:Your purpose:

Understand specific Understand specific

problems/challengesproblems/challenges

ANDAND

what created their need!what created their need!


Relate Relate

directly to directly to

your goals & your goals &

objectivesobjectives

Relate Relate

directly to directly to

your goals & your goals &

objectivesobjectives

Questions you ask…Questions you ask…




The 5W/H FormulaThe 5W/H Formula


Tell me Tell me

about…about…

Best Ever Best Ever Starter QuestionStarter Question



80% 80%

ListeningListening

20% 20% TalkingTalking

80/20 Rule80/20 Rule


“As we question and listen, we

develop credibility with

the customers and build

solid business relationships.”

Douglas Eden, President Malt Americas

“As we question and listen, we

develop credibility with

the customers and build

solid business relationships.”

Douglas Eden, President Malt Americas


…to find out to find out as much as possibleas much as possiblein the shortest time in the shortest time

…to find out to find out as much as possibleas much as possiblein the shortest time in the shortest time




• Tailor your messageTailor your message

• Stress Stress benefitsbenefits

• Involve the visitorInvolve the visitor

• Tailor your messageTailor your message

• Stress Stress benefitsbenefits

• Involve the visitorInvolve the visitor

Guidelines…Guidelines…



Answer questionsAnswer questions

Complete lead formComplete lead form

Agree on Agree on follow-upfollow-up

Shake handsShake hands

GiveGive gift - tokengift - token

Answer questionsAnswer questions

Complete lead formComplete lead form

Agree on Agree on follow-upfollow-up

Shake handsShake hands

GiveGive gift - tokengift - token


Establish a sales action

before the visitor leaves!

Establish a sales action

before the visitor leaves!



After the ShowAfter the Show


Develop a Follow-Up System

Develop a Follow-Up System


Develop a follow up plan Develop a follow up plan

BEFOREBEFORE

the show!the show!

Develop a follow up plan Develop a follow up plan

BEFOREBEFORE

the show!the show!


• Organized, systematic Organized, systematic approach approach

• Based on a ranking systemBased on a ranking system

• Be timely!Be timely!

• Organized, systematic Organized, systematic approach approach

• Based on a ranking systemBased on a ranking system

• Be timely!Be timely!

Follow-Up PlanFollow-Up Plan


• Who?Who?

• What?What?

• How?How?

• By when?By when?

• Who?Who?

• What?What?

• How?How?

• By when?By when?

Follow-Up PlanFollow-Up Plan


““Thank you” Thank you” email to allemail to all

Action based on lead rank Action based on lead rank

-- Phone Phone AA leads promptly leads promptly

- - Send Send BB leads info packet leads info packet

- - Add Add CC leads to database leads to database

cdcd

““Thank you” Thank you” email to allemail to all

Action based on lead rank Action based on lead rank

-- Phone Phone AA leads promptly leads promptly

- - Send Send BB leads info packet leads info packet

- - Add Add CC leads to database leads to database

cdcd

Example…Example…


Make sales reps Make sales reps accountableaccountable for for every every leadlead they they

receive!receive!

Make sales reps Make sales reps accountableaccountable for for every every leadlead they they

receive!receive!

The Golden Rule…The Golden Rule…


Trade Show Success Trade Show Success

Secret…Secret…


FOLLOW-UPFOLLOW-UP

&&

TRACKINGTRACKING

FOLLOW-UPFOLLOW-UP

&&

TRACKINGTRACKING

The Secret…The Secret…


Leads not followed up

Leads not followed up


Measure ResultsMeasure Results


Return on InvestmentReturn on Investment

Total number of Total number of salessales

Total show Total show expensesexpenses

Return on InvestmentReturn on Investment

Total number of Total number of salessales

Total show Total show expensesexpenses

= ROI= ROI= ROI= ROI



• Goals/ROO/ROR/ROIGoals/ROO/ROR/ROI

• Promotion campaignPromotion campaign

•

Presentations/demonstrationsPresentations/demonstrations

• StaffingStaffing

• ChallengesChallenges

• ImprovementsImprovements

• Cost per leadCost per lead

• Goals/ROO/ROR/ROIGoals/ROO/ROR/ROI

• Promotion campaignPromotion campaign

•

Presentations/demonstrationsPresentations/demonstrations

• StaffingStaffing

• ChallengesChallenges

• ImprovementsImprovements

• Cost per leadCost per lead


Visit Exhibitor Resource Center

www.afpexhibitor.org


www.thetradeshowcoach.com

518-523-1320

www.thetradeshowcoach.com

518-523-1320

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Exhibitor training - AFP 2010 - Part 2