Face to Face interaction is the #1 reason why buyers choose to attend trade shows. Learn how you and your exhibit staff can make lasting impressions that result in SALES. You’ll learn how to overcome these common complaints in this short, 30-minute session: “I’d rather be making sales calls at my desk.” “My feet hurt…I’m just gonna sit down for a bit.” “Must…check…emails…” “If I look at my shoes, maybe I won’t have to talk to this guy.” “We’re outta town…let’s party!” “How do I even know if these leads are any good?” And many more....

2. Booth Staff
Training

3. Malcolm Gilvar
• VP of Sales at TTG
• 27 years of industry
experience

4. Booth Staff
Training

5. Before We Get Started
You can type questions in the sidebar at any time and we
will try to answer as many as possible at the end of the
webinar. Any we can’t get to live will be answered via
email
We will also be tweeting and answering questions via
Twitter at #TTGWebinar
The webinar will be availble on our webisite and the slides
on Slideshare in the next few days

6. The Trade Show
Opportunity

7. The Trade Show
Opportunity
56% of Attendees rate trade shows as
having the most value of any face to face
marketing interactions. In person sales
calls are a distant second at 26%

8. 48% of Exhibition leads don’t require
a sales call to close
The Trade Show
Opportunity

9. 90% of trade show attendees use
trade shows as their number one
source of purchasing information.
The Trade Show
Opportunity

10. 57% of attendees will make a (show
influenced) purchase decision within
12 months.
The Trade Show
Opportunity

11. 80% of visitors remember the exhibit
based on booth staffers.
Booth Staffing

12. Booth staff training can improve your
performance by up to 36%
Yet 52% admit to rarely or never traning
their staff
Only 1% employ professionals
Leveraging the
Trade Show Opportunity

13. Goals
&
Objectives

14. Only 30% of those going to shows set
objectives
Goals & Objectives

15. Goals must be measurable
and actionable
Goals & Objectives

16. Goals are a generalization while
Objectives are much more
specific
Goals & Objectives

17. Accountability
For goals and objectives to be
effective sales must be held
accountable

18. Align tactics with goals and objectives
The Trade Show
Opportunity

19. Do’s & Don’ts

20. Wear your badge on your right side
Be assertive
Smile
Thank them for visiting
Listen
Know your product
Booth Staffing Do’s

21. Eat or drink
Sit
Read
Chat with booth staff
Leave booth unattended
Use negative body language
Booth Staffing Dont’s

27. Trade Show Staff
Challenges

28. Buyer and seller are outside of normal
environment
Trade Show Staff
Challenges

29. It takes only 4.8 seconds for an
attendee to pass a 10x10’ exhibit
Trade Show Staff
Challenges

30. You can meet up to 100 prospects a
day
Trade Show Staff
Challenges

31. You only have 3-5 minutes for each
pitch.
Trade Show Staff
Challenges

32. Staff is tired and wanes at certain
points of the day
Trade Show Staff
Challenges

33. Maximize Client
Interaction

34. Selling is simple but not easy
Selling is a skill
To get better is to be more comfortable
Confidence breeds confidence
Why You Must
Practice

35. The 4-Step Trade Show
Process
Engage
Qualify
Present
Close

36. Build Rapport (Likeability)
Learn What Badge Colors Mean
Engaging Questions
Elevator Speech
Be YOU
Engage

37. Goals are to determine QUICKLY if
they are a potential BUYER. If not
DISENGAGE. If they are ask questions
and RANK them as an A, B, or C lead
Qualify

38. Demonstrate or present your product
or service based on the information
you have gleaned during your
qualification process
Present

39. Close the sale
Close the next step
Collect their information
Close

40. A Few Closing Thoughts
Plan, Practice, Produce
Hold your team
accountable
Measure your results daily
Consider customized staff
training
Look for upcoming emails
about Trade Group’s
Tradeshow Quick Tips

41. Thank You!
malgilvar@tradegroup.com

42. Question and Answers