optimize your trade show investment - c.ymcdn.com · optimize your trade show investment lou ann...

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 -- ___ _______________


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 ____


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


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


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 _______________________________________?


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?


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 ____


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


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


10

Leads To This

S S

V V

or To This

S

S

V

V V


11

The ____ Booth Layout��

S

S

The ____ Booth Layout�Leads To This�

�

S

S

V

V


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

optimize your trade show investment - c.ymcdn.com · optimize your trade show investment lou ann...

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