maximizing your trade show roi at show

MHWood Consulting LLC, all rights reserved 2010

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Maximizing Your ROI at Trade Shows

At-Show Sales Techniques

With

Melanie WoodOf

M.H. Wood ConsultingMarch 3, 2010


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This presentation was originally delivered in a live 3-part webinar series at www.PlannersConnect.com , Successful Meetings magazine’s community for meeting planners, exhibitors, business travel and other industry professionals.

We recommend you follow the link below to... View all three recorded webinars Download the handouts, workbooks, tip sheets and articles Join the discussion group for this event , post your own questions

Click here: http://bit.ly/ROI-Webinar-Group Registration and the webinars are free and privacy-protected


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Agenda Brief Review

Response Group Discussion Question— How Do I Capture Quality Leads at a Trade Show?

Why Selling at Trade Shows is Different from a Regular Sales Call

Five steps to Developing your At-Show Plan to Maximize Your ROI at Trade Shows


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““Exhibitions can be compared to a portable Exhibitions can be compared to a portable version of your company that is version of your company that is temporarily placed in a unique type of temporarily placed in a unique type of shopping mall that attracts an exclusive shopping mall that attracts an exclusive set of shoppers. It brings sincere buyers set of shoppers. It brings sincere buyers and sellers together.”and sellers together.”

**Trade Shows. . . Their Hidden Value During These Uncertain Times; Marc Goldberg and E. Jane Loirmer, White Paper written for Skyline Exhibits


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At a quality trade show, you can see many prospects face to face when they're most focused

and receptive to your message and “ready to buy”

IdentifyProspect

QualifyProspect

SetAppointment

Travel toAppointment

Make TheDeal

Face-to-FaceMeeting

The Sales Process


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On-Line Group Discussion Question:On-Line Group Discussion Question:

How do I capture quality sales leads when I exhibit at a Trade Show?



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I’d like to hear from you now. Tell me what a I’d like to hear from you now. Tell me what a quality sales lead is for you/your company…quality sales lead is for you/your company…

For example:For example:

Is it a company in a certain geographic region?Is it a company in a certain geographic region? A company with a certain number of employees?A company with a certain number of employees? A company with a a certain budget amount to spend on A company with a a certain budget amount to spend on

your type of product/service?your type of product/service? A company looking to make a buying decision in the next A company looking to make a buying decision in the next

4 weeks? 6 weeks? 3 months?4 weeks? 6 weeks? 3 months? CHATCHAT



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A word about Electronic Lead Forms…


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Golden Nugget to Remember!!Golden Nugget to Remember!!

Collecting Quality Sales Leads helps to build your Collecting Quality Sales Leads helps to build your customer database and allows for some excellent customer database and allows for some excellent and very customized follow up!and very customized follow up!

More about Follow-Up in Webinar Session #3More about Follow-Up in Webinar Session #3



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At-Show At-Show Five Reasons you can’t sell the same way at a

tradeshow:

1.) Visitors get a large dose of information in a short time 2.) Visitors are talking to your competition at the show.

3.) Visitors are tired.4.) Visitors are usually members of a team who make

buying decisions.5.) Visitors give you only minutes to capture their

attention during the show as opposed to a 30 minute or 1 hour sales call.



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So --- what does the actual selling encounter consist of at the show?????


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AT-SHOWThe Actual Selling Encounter

Engagement of Prospect . . . . . . . . . . . . 3 secondsProspect Profile Matching . . . . . . . . . . . 30-45 secondsQualification of Prospect’s Needs . . . . . 3-6 minutesCommunicating your messageand next step . . . . . . . . . . . . . . . . . . . . . . 60 seconds___________________________________________Total Time . . . . . . . . . . . . . . . . . . . . . . . . .less than 8

minutes


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Let’s move on…..

You’re at your booth. It’s the moment you’ve been waiting for—a prospect stops

What next???


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Step #1 Step #1 At-ShowAt-Show

o On-floor engagement - 3 secondso Use a product or situation specific question to engage

the prospect. o How familiar are you with our line?

o If the prospect is looking at a particular piece/product in your booth, mention something unique about the process that was used to create the piece and ask if they’re familiar with it.


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o On-floor engagement - 3 seconds

o If you represent a specific property and have videos/photos of it that the buyer is looking at, mention something specific about it…

o I see you’re looking at the mountain vista on the video/photo. How familiar are you with that part of the country?


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Let’s Role Play this for a moment…Let’s Role Play this for a moment…

I’d like to hear examples from you of “on-floor” I’d like to hear examples from you of “on-floor” engagement questions that you could ask!engagement questions that you could ask!

Please send them to me now…CHATPlease send them to me now…CHAT


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Step #2 Step #2 At- ShowAt- Show

Prospect Profile Matching 30- 45 secondso Once you’ve engaged the prospect in conversation, how do you find out quickly

if you could do business together?

o Here’s how…o “What properties/products have you used as incentives for your

employees?o “What price points are you looking for?”o “What employee incentives have you found to be the most successful

for you?o “How are you involved in the buying process for your company?”


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o Qualification of the prospect’s needs 3- 5 minutes

o If you’ve determined the prospect is a good one for your property/product, you’ll want to find out exactly how and to what extent. That means it’s time to learn more about their specific retail needs by asking the right questions.

o Here’s how …o “What are the top three things you expect from a

planner/property/rewards program vendor?” o Tell me more about the scope of your reward/award program. How

many employees will vie for the reward/award? Etc…o What’s your decision making time frame?”


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Communicating your message and determining the “next step” 60 seconds

o At this point you’ve listened to your prospect and gathered sufficient information to know this is a good prospect for you. So…how do you move forward?

o Here’s how…..o It looks like our product/service/property meets the

criteria you’re looking for. What would you like to see as the next step?


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What insights did you get from today’s session?

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