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TRANSCRIPT
Trade Show Skills Clinic
How to Get Better Results
from Trade Shows
Mary Ellen Sokalski, MAS© Copyright 2018
WH
Y A
M I
HER
E?- 35 yearstrade show experience
- Best in show
- Grew companies 500%
What I’ve learned from the best & worst
5 Second Rule
3 Second Rule
It’s called a SHOW for a reason
It’s called a SHOW for a reason
What are some rules of the stage?
Tips are results of trade show industry experts
Digital Marketing Conference
% of digital marketing experts who believe trade shows are still important today?
Digital Marketing Conference
% of digital marketing experts who believe trade shows are still important today?
90%
“Trade shows are ESSENTIAL.”
People buy from people they know and like.
Why are you there?
Get to the next step in the
transaction
What are you really selling?
What are you really selling?
TRUST.
Remember this…
“I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.”
Maya Angelou
Why do people pass by a booth?
Trade Show Best Practices
Top
Do’s and Don’ts
SMILE
Good Eye Contact
Be Present. In the Moment.
Shake hands. But don’t go crazy.
Face your watch against your wrist.
Pay attention to body language
ENGAGE!
DIS
ENG
AG
E
The fine art of Escape
Introduce yourself to other exhibitors
Have goals before you go
PREPARE!
Promote yourself!
Know your Competitors
Signals to be RESCUED
Scope the show floor before opening
Sales Manager ExtraordinaireCathy Miller says…
“You’ve got to SHOW UP
to GO UP.”
BEST PRACTICES
Do NOT sit next to someone you know.
No cell phones. PERIOD.
No sitting unless with a customer.
No eating in the
booth.
No chatting with other staffers, exhibitors.
No hiding or barriers
No giveaways unless qualified
QUID PRO QUO
Don’t expect without offering something
yourself.
95% of literature never makes it home.
Great Opening Lines
Now LISTEN. Really LISTEN.
Capture as much data as you can
• Take copious notes of what they tell you
• Also write what you notice about them
• Be sure to get the names of others if not main contact
How do you manage your leads?
-Ranking prospects
-Contact management system
-Follow-up plan
-What works for you?
Who’s worth your time?
13 types of trade show attendees
The Definites
Current Customers
Demonstration Junkies
Curiosity Cats
Paper Lovers
EYEB
ALL
ERS
Jeopardy Gigolos
Keepsakers
The Uninterested
Hawks
Job Seekers
Nonentities
Snoops
Which questions can weed them out?
Escape!
How do you get away
from a situation?
Disengage
2 T
YP
ES O
F D
ISEN
GA
GEM
ENT
1. We agree
2. Let me help you
(The assisted segue)
Introduce them to someone ELSE!
Develop the habit of introducing people.
FOLLOW-UP:Do what you say you will!
Under promise
and over-deliver!
Follow-up Tips
• Do exactly as you promised, WHEN you promised.
• Fail? Follow-up another way • (Millennials like texting rather than emails. Baby
boomers like phone calls & emails. Gen X’ers usually prefer emails.)
• Email is easy to send and ignore
• Be organized with your leads. Enter them in your CRM system with all you remember.
Use LinkedIn nightly
FOLLOW UP. Creatively!
Be memorable!
Uh-oh! Don’t Panic!
The Woodcutters Story
THE
WO
OD
CU
TTER
STO
RY
Thanks for sharpening your skills with me!
MA
RY
ELL
EN S
OK
ALS
KI,
MA
S
Thanks for sharing your ideas with me!
©Copyright 2018
These materials are copyright protected and may not be copied, reproduced, distributed, republished, downloaded, displayed, posted or transmitted in any form or by any means, without the prior written consent of The Scarlet Marketeer.
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