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Effective ExhibitSelling
Why Trade Shows
Facts & Figures
• We’re #1! Trade Shows are now the #1 Business to Business Marketing medium
• More than 125M people attended over 4600 trade shows in North America last year
• Trade show spending exceeded $67 billion last year
• 18% of marketing budgets go to support trade shows
• 88% of trade show attendees exert a buying influence
Facts & Figures
• It costs $1,080 to close a field generated lead• It costs $419 to close a trade show generated lead• 41% of attendees are first-time visitors• 91% of survey respondents say they get their most
useful buying info from trade shows
Facts & Figures
• 90% of trade show attendees haven’t been contacted by a direct sales person within the last 12 months
• Face to face selling time:– 67% at the trade show– 20% in the field
• Field reps say that 73% of buyers are less accessible and they now make 40% fewer face-to-face calls
Why Attendees Go…
• To See New Technology/ Products• Plan or support buying process• Personal Development• Network with Peers• Hands-on Experience with Products• Attend Seminars/Workshops• Overview the Industry• See Competition
CEIR (Center for Exhibition Industry Research)
Exhibitor Show Objectives
• Gather Qualified Leads• Position the company in the industry • Introduce new products• Test market/R&D• See existing customers
The Big Idea
The Big Idea
90% of what
visitors remember
about your booth
will be based on
the staff
Tactical and Practical
Marketing “Stage” = Exhibit
Where…
• Do we put the leads?• Do I put my briefcase?• Is the literature stored?• Are the giveaways?• Are the demonstration stations?
• Product knowledge
• Approachable
• Professional
• Good listener
• Experienced in the process
Blueprint of a good booth staffer
Behavior Basics
• Attitude• The Hand Shake• Dress/ Uniform• Name Tag• Body Language
The “NO” List• Cell Phones• Hands in Pockets w/
Loose Change
• Sitting• Playing with
Computers• Talking with Each
Other• Eating or Drinking
Pre-Show Meeting
• 1-2 weeks before show and day of, or day before – – Bonus? Every morning or evening of show
• Review rules, pitches, premiums, etc.• Share objectives, goals and issues• Practice!
Exhibit Selling
Trade Show Selling
• How it’s different• Time is of the essence
– 1 Minute– 2-3 Minutes– 3-5 Minutes
• Telling is not selling!
4 Steps to EffectiveTrade Show Selling
• Engage• Qualify• Present• Close
Engage• Open-ended Questions• Related to your
Products/ Services• Build rapport
Qualify
• Top 3, Top 5, Top 10 questions
• Ask, Listen• Assure• Record
Present
• Demo Stations• Benefits-oriented
statements• Use Story format• “Power words”
Close
• Clear Next Step• Collect correct info for follow-up• Rate Each Lead by…
– Potential– Time Frame
• 60% of All Leads are Never Followed Up On
Last, But Not Least
Post Show Follow Through
• Lead Fulfillment• “Thank you” …with a post-show incentive• Link to the website and/or a call to action• Qualified leads are easier to follow up on…