hilligoss booth training
DESCRIPTION
TRANSCRIPT
![Page 1: Hilligoss booth training](https://reader033.vdocuments.net/reader033/viewer/2022051322/546a3ec6af79599c3b8b4bdf/html5/thumbnails/1.jpg)
Brian HilligossBrian HilligossTrade Show ConsultantTrade Show Consultant
![Page 2: Hilligoss booth training](https://reader033.vdocuments.net/reader033/viewer/2022051322/546a3ec6af79599c3b8b4bdf/html5/thumbnails/2.jpg)
Brian Hilligoss
![Page 3: Hilligoss booth training](https://reader033.vdocuments.net/reader033/viewer/2022051322/546a3ec6af79599c3b8b4bdf/html5/thumbnails/3.jpg)
Clients (partial list)
• Intel (Over 400 projects in 11 years)• Nokia (10 years)• JVC Professional (10 years)• Siemens Medical • Philips Medical • Cisco Systems (nearly 100 programs) • Bosch N.A. Power Tools (7 years)• Sea Ray Boats• Computer Associates• Sikorsky Helicopters• Gates Corporation• Aloka Ultrasound• Agilent• AstraZeneca• Pressure Sensitive Tape Council
• Swiss Ray• Delta Faucets• Mitel Networks• McDonald’s• Abbott Laboratories• Broan-Nutone• Ciena • Grant Thornton• Oracle• Datascope• Bard Medical• Business Marketing Assoc.• Paradyne• AVAD• Baxter Medical
• Davol• Norcent• Deloitte Consulting• Nortel• AB Dick• ADP• Kimberly-Clark• Fisher Rosemount• Gateway• Kodak• Mercury Interactive• GE Medical• Genrad• Dupont• Office Depot
![Page 4: Hilligoss booth training](https://reader033.vdocuments.net/reader033/viewer/2022051322/546a3ec6af79599c3b8b4bdf/html5/thumbnails/4.jpg)
Exchange 2013 Exhibit Staff Strategic
Briefing & Training
![Page 5: Hilligoss booth training](https://reader033.vdocuments.net/reader033/viewer/2022051322/546a3ec6af79599c3b8b4bdf/html5/thumbnails/5.jpg)
Why Booth Training?
Comfort
What is Possible
Exhibition Opportunity
![Page 6: Hilligoss booth training](https://reader033.vdocuments.net/reader033/viewer/2022051322/546a3ec6af79599c3b8b4bdf/html5/thumbnails/6.jpg)
The Opportunity
Provide your target audience with a total experience:
•Morgan Services - Healthcare
•Your brand promise
•Your value
•Motivate and compel them to take action!
![Page 7: Hilligoss booth training](https://reader033.vdocuments.net/reader033/viewer/2022051322/546a3ec6af79599c3b8b4bdf/html5/thumbnails/7.jpg)
The Opportunity
Objective:•Capture the target audience’s attention
•Connect key messages with their interests
•Convert attendees to prospects, and prospects to customers
![Page 8: Hilligoss booth training](https://reader033.vdocuments.net/reader033/viewer/2022051322/546a3ec6af79599c3b8b4bdf/html5/thumbnails/8.jpg)
The Opportunity
Exhibitions reach unknown prospects:
88% of attendees who visited an exhibit had no contact with that company
within the previous 12 months.
Source: Exhibit Survey Inc’s “Trade Show Trends,” EXHIBITOR Magazine, April 2012
![Page 9: Hilligoss booth training](https://reader033.vdocuments.net/reader033/viewer/2022051322/546a3ec6af79599c3b8b4bdf/html5/thumbnails/9.jpg)
The Opportunity
Many attendees will be people who have NEVER talked to anyone from Morgan Services – and some of your target audience will have
NEVER heard of you - PERIOD!
Let’s get them into the sales process!
![Page 10: Hilligoss booth training](https://reader033.vdocuments.net/reader033/viewer/2022051322/546a3ec6af79599c3b8b4bdf/html5/thumbnails/10.jpg)
The Opportunity
Over 2000 members in environmentServices and its related disciplies.
The only Healtcare EnvironmentalServices organization affiliated with the American Hospital Association.
![Page 11: Hilligoss booth training](https://reader033.vdocuments.net/reader033/viewer/2022051322/546a3ec6af79599c3b8b4bdf/html5/thumbnails/11.jpg)
The Investment
To create an extraordinary experience, an investment has been made in:
•The Booth•Strategy•Personnel•Theatre presentation•Support materials•Pre-conference meeting
![Page 12: Hilligoss booth training](https://reader033.vdocuments.net/reader033/viewer/2022051322/546a3ec6af79599c3b8b4bdf/html5/thumbnails/12.jpg)
Changing – Possibility into Reality
• The Booth• Show Floor Strategy• Collateral• ????
![Page 13: Hilligoss booth training](https://reader033.vdocuments.net/reader033/viewer/2022051322/546a3ec6af79599c3b8b4bdf/html5/thumbnails/13.jpg)
Changing – Possibility into Reality
• The Booth• Show Floor Strategy• Collateral
• YOU!!!
![Page 14: Hilligoss booth training](https://reader033.vdocuments.net/reader033/viewer/2022051322/546a3ec6af79599c3b8b4bdf/html5/thumbnails/14.jpg)
What Makes the Difference?
“The conclusion after several thousand surveys measuring booth efficiency and success is…
The performance of booth personnel affects exhibit efficiency more than any other single factor.“
-Skip Cox, PresidentExhibit Surveys, Inc.
![Page 15: Hilligoss booth training](https://reader033.vdocuments.net/reader033/viewer/2022051322/546a3ec6af79599c3b8b4bdf/html5/thumbnails/15.jpg)
What Makes the Difference?
“Research indicates that one recurring dissatisfaction (among attendees) is the amount and quality of face-to-face contact available in exhibits.”
-Skip Cox, President
Exhibit Surveys, Inc.
![Page 16: Hilligoss booth training](https://reader033.vdocuments.net/reader033/viewer/2022051322/546a3ec6af79599c3b8b4bdf/html5/thumbnails/16.jpg)
What Makes the Difference?
Morgan has enough staff to sufficiently manage this 20x20 booth and the objectives at hand.
Be “PRESENT”Be EfficientBe ProactiveBe Engaging
![Page 17: Hilligoss booth training](https://reader033.vdocuments.net/reader033/viewer/2022051322/546a3ec6af79599c3b8b4bdf/html5/thumbnails/17.jpg)
What Makes the Difference?
YOU – Make the Difference!
![Page 18: Hilligoss booth training](https://reader033.vdocuments.net/reader033/viewer/2022051322/546a3ec6af79599c3b8b4bdf/html5/thumbnails/18.jpg)
Prepared for Action!• Knowledge is power• Be well rested• Be on time• Be dressed appropriately• Relaxed and confident• Stand away from counters• Warm smile• Open body language• Keep radar focused on attendees• No eating, drinking, chewing gum or
extended cell phone calls in the booth!
![Page 19: Hilligoss booth training](https://reader033.vdocuments.net/reader033/viewer/2022051322/546a3ec6af79599c3b8b4bdf/html5/thumbnails/19.jpg)
Interaction Techniques
• Approach• Qualify• Close• Record
![Page 20: Hilligoss booth training](https://reader033.vdocuments.net/reader033/viewer/2022051322/546a3ec6af79599c3b8b4bdf/html5/thumbnails/20.jpg)
What Matters Most?
“Everything communicates. And everything matters.”
Cathy BessantCMO, Bank of America
![Page 21: Hilligoss booth training](https://reader033.vdocuments.net/reader033/viewer/2022051322/546a3ec6af79599c3b8b4bdf/html5/thumbnails/21.jpg)
Approach
• First Impressions• Open Body Language• How do you hold them?• Other ideas
![Page 22: Hilligoss booth training](https://reader033.vdocuments.net/reader033/viewer/2022051322/546a3ec6af79599c3b8b4bdf/html5/thumbnails/22.jpg)
Open Posture
DANGER!!!
“The Clump”
![Page 23: Hilligoss booth training](https://reader033.vdocuments.net/reader033/viewer/2022051322/546a3ec6af79599c3b8b4bdf/html5/thumbnails/23.jpg)
Open Posture
BEWARE!!!
“The Picket Fence
or
Fortress”
![Page 24: Hilligoss booth training](https://reader033.vdocuments.net/reader033/viewer/2022051322/546a3ec6af79599c3b8b4bdf/html5/thumbnails/24.jpg)
Open Posture
Whoa!!!
“The Kiosk Lean”
![Page 25: Hilligoss booth training](https://reader033.vdocuments.net/reader033/viewer/2022051322/546a3ec6af79599c3b8b4bdf/html5/thumbnails/25.jpg)
Open Posture
STOP!!!
“The Radar - In”
![Page 26: Hilligoss booth training](https://reader033.vdocuments.net/reader033/viewer/2022051322/546a3ec6af79599c3b8b4bdf/html5/thumbnails/26.jpg)
Approach
Initial “hook” line:•Ask open-ended questions
•“What are you looking for here at the show?
•Tell me about the projects that you are involved in.
•What is your favorite opener?
![Page 27: Hilligoss booth training](https://reader033.vdocuments.net/reader033/viewer/2022051322/546a3ec6af79599c3b8b4bdf/html5/thumbnails/27.jpg)
Approach
Listen…
![Page 28: Hilligoss booth training](https://reader033.vdocuments.net/reader033/viewer/2022051322/546a3ec6af79599c3b8b4bdf/html5/thumbnails/28.jpg)
Qualify / Interview
Who are you talking to?•Potential Customer
•Press
•Competitor
•FRANK: Target audience – Who are we looking for?
![Page 29: Hilligoss booth training](https://reader033.vdocuments.net/reader033/viewer/2022051322/546a3ec6af79599c3b8b4bdf/html5/thumbnails/29.jpg)
Qualify / Interview
Probe for their interests:
“Tell me about your current projects.”“What services / solutions are you are most interested?”
“Thanks for stopping by; what are you looking for here at the show?”
Introduce them to their specific product interest .Hand off to Sales expert - if possible, handle it yourself.
![Page 30: Hilligoss booth training](https://reader033.vdocuments.net/reader033/viewer/2022051322/546a3ec6af79599c3b8b4bdf/html5/thumbnails/30.jpg)
Qualify / Interview
Competitor - Be professional but remember that our booth is for our customers. No need to share non-public information!
![Page 31: Hilligoss booth training](https://reader033.vdocuments.net/reader033/viewer/2022051322/546a3ec6af79599c3b8b4bdf/html5/thumbnails/31.jpg)
Qualify / Interview
Hand off to:
1.Frank Schaefer
1. If you speak with them directly –
Do they have an appointment?
Probe for specifics—who, what outlet?
Show them the new products.
Collect their card and escort them to Registration Desk.
Remember—there is no such thing as “off the record”!!!
Press:
![Page 32: Hilligoss booth training](https://reader033.vdocuments.net/reader033/viewer/2022051322/546a3ec6af79599c3b8b4bdf/html5/thumbnails/32.jpg)
Qualify / Interview
Hand off to:
Refer to a colleague in the booth. Take their card and follow up with them – post show.
Scan their Badge. Invite them to see the presentation and fill out a lead card.
Invite them to the new Morgan website.
In Doubt about a Question?
![Page 33: Hilligoss booth training](https://reader033.vdocuments.net/reader033/viewer/2022051322/546a3ec6af79599c3b8b4bdf/html5/thumbnails/33.jpg)
Close
Disengage:• Direct them to the theatre presentation or kiosk
presentation
• Scan badge
• Fill out lead card (only if they see a presentation.
• Give them collateral material.
• Give them your card.
• Other?
![Page 34: Hilligoss booth training](https://reader033.vdocuments.net/reader033/viewer/2022051322/546a3ec6af79599c3b8b4bdf/html5/thumbnails/34.jpg)
Close
CAPTURE THE INFORMATION!
•Make sure their contact information is correct•Take notes! •Note any specific interest or request•Put your name or initials on it•Scan badge
![Page 35: Hilligoss booth training](https://reader033.vdocuments.net/reader033/viewer/2022051322/546a3ec6af79599c3b8b4bdf/html5/thumbnails/35.jpg)
Summary
• Approach—open, friendly, curious• Qualify—ask, ask, ask! • Close—action step• Record!
![Page 36: Hilligoss booth training](https://reader033.vdocuments.net/reader033/viewer/2022051322/546a3ec6af79599c3b8b4bdf/html5/thumbnails/36.jpg)
Summary
Have Fun!!
![Page 37: Hilligoss booth training](https://reader033.vdocuments.net/reader033/viewer/2022051322/546a3ec6af79599c3b8b4bdf/html5/thumbnails/37.jpg)
MAKE BETTER NOISE!
![Page 38: Hilligoss booth training](https://reader033.vdocuments.net/reader033/viewer/2022051322/546a3ec6af79599c3b8b4bdf/html5/thumbnails/38.jpg)
T – 630.932.1367 M – 630.873.0152 [email protected]
I truly appreciate this opportunity and look forward to exploring ways to help you MAKE BETTER
NOISE!