Optimize Your Trade Show Investment
Lou Ann Brubaker, President
Brubaker Consultingwww.brubakerconsulting.com
301-535-5449
A Special Thank You to the Exhibitors at the
Missouri Health Care Association
68th Annual Convention
© 2015 Brubaker Consulting. All rights reserved.
1
Why People Attend Trade Shows
What Types of People Attend?
• Type One -- ________ _______________
• Type Two -- ________ _______________
• Type Three -- ___ _______________
© 2015 Brubaker Consulting. All rights reserved.
2
Why Do Companies Exhibit?
• Cost of a _____ sales call vs _____ show contact • $____ vs $__
• Shorter follow-up to ______ sale after trade show • __ calls vs __
Differences in Trade Shows �vs Field Calls
• Trade Shows • have a ________ ____ • are more __________________ • are about similar, short ______________ • require quick ______________ • are harder ____
© 2015 Brubaker Consulting. All rights reserved.
3
The Best & Worst Reasons �to Exhibit
• “We’ve got a ______ ________of what we hope to achieve and a targeted list of potential contacts.”
• “We’ll be ____________ by our _____________.”
What Do Senior Care Professionals Care About?
• Not ___
• Not your __________
• They only care about what ___ ___ __ FOR them
© 2015 Brubaker Consulting. All rights reserved.
4
What Types of Solutions Are They Seeking?
• ______________ __________ • can you help them __________________________?
• ______________ __________ • can you help them __________________?
• _______ • can you impact _____________________?
• _____ __________ • can you make their ________________________?
QUICK QUIZ
© 2015 Brubaker Consulting. All rights reserved.
5
The ONLY Goal is to �Acquire Leads!
• A lead is the __________ representation �of a contact you made with someone who • expressed ________
• is a _____________ maker or influencer • commits to _____/____ with you again within a
specific ________________
• allows you to collect information about them
• It is never a ________ ____ in a _____________.
The Hardest Work Should Occur BEFORE the Show
• PRIOR to the trade show, did you • identify a hit list of _______ ______?
• search their name on __________ so you know what they look like?
• research their most recent _____/___ at ______________________?
• determine if there are any hot regional issues for providers?
• recent ___________ trends? • pending _______________________________________?
© 2015 Brubaker Consulting. All rights reserved.
6
The Hardest Work Should Occur BEFORE the Show
• PRIOR to the trade show, did you • obtain the __________ _______list and send a
outreach of relevance? • hold a ___-____ _________with any other
booth staff? • scheduling their time in the booth?
• discussing your strategy? • articulating your expectations of them?
The Qualification
• ___ are you talking with? • Where are they from?
• ____ is of interest?
• ____ are they interested? • Their big four areas of concern
• ____ is their timeframe?
© 2015 Brubaker Consulting. All rights reserved.
7
Crafting the Appropriate Response
• The appropriate response • should only be relevant to the need you
uncovered during your _________________ • is never a ______________
• should set you up for your _____
The Close
• Only happens after complete ________ & _______
• Listen
• Offer feedback and ___________
• Use trial closes
• _________ first for the facility
• Know when to ____
© 2015 Brubaker Consulting. All rights reserved.
8
The Two Cardinal Rules
• NEVER, NEVER, NEVER _____ _ _______unless you’re certain what the RIGHT ________ is
• After you’ve asked a question, ____ __
Capture the Information
• Don’t wait; __________________________ early in �the conversation
• Use a ____ that will help to prompt you • Always have them with you
• Freely include ____________ comments
© 2015 Brubaker Consulting. All rights reserved.
9
The Great Trade Show Dividers
• Be aware of ____ language issues
• Most _________ never makes it out of the exhibit hall or hotel room
• Never staff a booth with more than ____ people per ____________ s.f. of booth space • add a person for every additional __ s.f.
• The _______________________ booth layouts
The ______ Booth Layout
S S
© 2015 Brubaker Consulting. All rights reserved.
11
The ____ Booth Layout��
S
S
The ____ Booth Layout�Leads To This�
�
S
S
V
V
© 2015 Brubaker Consulting. All rights reserved.
12
Immutable Rules of Trade Shows
• Know how to ‘_____________’ • No _______, no ________, no _________
• Breath-mints every 20 minutes if you ____
• Never allow a current customer to stand in your booth and ___________
Immutable Rules of Trade Shows
• Throw out ___-_____ ________
• Don’t stand around chatting with your __________
• Wear your badge on the _____ lapel
• Monitor your physical ____-_______
• Don’t ever __________ anyone else’s conversation
INCREASE YOUR $ALES TOSENIOR CARE FACILITIES!
WWW.BRUBAKERCONSULTING.COM
There is one primary differentiator between companies that are increasing their marketshare within senior care facilities and those that aren't:
the successful ones more substantially understand what keeps senior care leaders awake at night and more capably align their solutions as the answer.
Our sales training addresses the four major challenges of senior care facilities.It's NOT some generic sales approach -- it's about the uniqueness of one market.
For over 28 years we've been the 'go-to' organization for companies wantingto increase their sales to senior care facilities -- and keep the customers they already have by continually proving value.
Our senior care sales training clients have included pharmacy, rehabilitation therapy and medical supply companies as well as home health/private duty agencies, purchasing groups, a data analytics provider, pharmaceutical companies and even a website/social media developer.
Our senior care provider clients span the entire continuum. We spend most of our time working within their facilities helping them excel within their vital success areas. We also speak at their National and State conferences on
the topics that matter most to them operationally.
If you want to re-energize your sales team's efforts and change the conversations they're having with their senior care prospects this year, simply call Lou Ann Brubaker at 301-535-5449 or email her at [email protected].
For a broader overview of our consulting services simply visit us online at www.brubakerconsulting.com. To see detailed objectives of the educational programs we offer to senior care providers go to www.brubakerseminars.com.
Give us two days & we'll teach you to offer the more
compelling argument to
choose you -- one that DOESN'T
include pricing discounts.
We'll help you become more effective in EVERY stage of the senior care sales process:
• prospecting facilities more efficiently
• getting a foot in the door at the facility
• refining your sales pitch to align withthe facility's challenges
• presenting your solution
• closing the sale
• setting the stage for client retention
• networking for facility referrals
• leveraging your trade show investment