Step by Step instructions on how to effectively exhibit at Trade Shows and maximize the investment you make to exhibit. This is Part 1 of a three part series. Part 1 is guide to Pre-Show Planning. Part 2 is a guide to At-Show sales techniques for your booth staff. Part 3 is a Post Show guide on how to effectively follow up on Trade Show sales leads.
Insurers' journeys to build a mastery in the IoT usage
Maximizing Your Trade Show Roi At Show
1. Maximizing Your ROI at Trade Shows
At-Show Sales Techniques
With
Melanie Wood
Of
M.H. Wood Consulting
March 3, 2010
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2. Maximizing Your ROI at Trade Shows
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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3. Maximizing Your ROI at Trade Shows
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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4. Maximizing Your ROI at Trade Shows
“Exhibitions can be compared to a portable
version of your company that is
temporarily placed in a unique type of
shopping mall that attracts an exclusive
set of shoppers. It brings sincere buyers
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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5. The Sales Process
Make
Identify Qualify Set Travel to Face-to-Face
The
Prospect Prospect Appointment Appointment Meeting
Deal
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”
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6. Maximizing Your ROI at Trade Shows
On-Line Group Discussion Question:
How do I capture quality sales leads when I
exhibit at a Trade Show?
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7. Maximizing Your ROI at Trade Shows
I’d like to hear from you now. Tell me what a
quality sales lead is for you/your company…
For example:
Is it a company in a certain geographic region?
A company with a certain number of employees?
A company with a a certain budget amount to spend on
your type of product/service?
A company looking to make a buying decision in the next
4 weeks? 6 weeks? 3 months?
CHAT
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9. Maximizing Your ROI at Trade Shows
A word about Electronic Lead Forms…
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10. Maximizing Your ROI at Trade Shows
Golden Nugget to Remember!!
Collecting Quality Sales Leads helps to build your
customer database and allows for some excellent
and very customized follow up!
More about Follow-Up in Webinar Session #3
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11. Maximizing Your ROI at Trade Shows
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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12. Maximizing Your ROI at Trade Shows
So --- what does the actual selling encounter
consist of at the show?????
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13. Maximizing Your ROI at Trade Shows
AT-SHOW
The Actual Selling Encounter
Engagement of Prospect . . . . . . . . . . . . 3 seconds
Prospect Profile Matching . . . . . . . . . . . 30-45 seconds
Qualification of Prospect’s Needs . . . . . 3-6 minutes
Communicating your message
and next step . . . . . . . . . . . . . . . . . . . . . . 60 seconds
___________________________________________
Total Time . . . . . . . . . . . . . . . . . . . . . . . . .less than 8
minutes
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14. Maximizing Your ROI at Trade Shows
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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15. Maximizing Your ROI at Trade Shows
Step #1 At-Show
o On-floor engagement - 3 seconds
o 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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16. Maximizing Your ROI at Trade Shows
Step #1 At-Show
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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Step #1 At-Show
Let’s Role Play this for a moment…
I’d like to hear examples from you of “on-floor”
engagement questions that you could ask!
Please send them to me now…CHAT
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18. Maximizing Your ROI at Trade Shows
Step #2 At- Show
Prospect Profile Matching 30- 45 seconds
o 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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Step #3 At-Show
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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20. Maximizing Your ROI at Trade Shows
Step #4 At-Show
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 MHWood Consultingas the next step?
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What insights did you get from
today’s session?
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