"booth brush up" trade show booth presentation training slides
DESCRIPTION
These slides accompany "Booth Brush-Up," my 1-hour trade show booth staff training program. This program helps exhibitors boost their lead count by teaching booth staff to attract prospects with appealing body language, qualify them with targeted questions, run demos efficiently and effectively, and extend the relationship by locking in a follow-up action. I've delivered "Booth Brush-Up" for several clients, including AT&T, and they've found it very effective in priming their staff to behave professionally, focus on customers, and grab more leads!TRANSCRIPT
BOOTH BRUSH-UPHow to stand out, sell more,
and have fun on the show floor
These are sample slides to illustrate Spark’s general program content and style. Our training is always evolving, so the slides we use for your staff may be somewhat different.
The Opportunity
The Challenge
The Difference
1. Increase your value to (company) 2. Increase your hot lead count3. Less effort, more fun!
My Goals
Agenda
1. The Players2. Attracting3. Qualifying4. Demonstrating5. Extending6. Wrap up
1. THE PLAYERS
How do they see you?
1. You
ARE (your
company)
2. They
THEM aboutcare
3. They
SUB-speak
TEXT
4. They want
PERSON
a
REAL
5. They take
CUES from
all their
YOU
2. ATTRACTING
Look like someoneyou’d like to talk to.
Your Goal
TO “SAY” THIS DO THIS
“I’m eager to help you.” Location in booth
“You won’t get ganged up on.” Alone or group?
“I’m feeling energetic.” Leaning or free?
“I’m capable of helping you.” General appearance?
“It’s OK to approach me.” Open/closed posture?
“I want you to know who I am.” Badge placement?
“You won’t compete for my attention.” Food/drink/phone?
“I’m eager to talk with you.” Expression/eyes
Send the Right Subtext
“WHAT’S MY SUBTEXT?”(or: “How to Lose SalesWithout Even Trying!”)
3. QUALIFYING
1. Establish trust.2. Have them feed their pitch to you.
Your Goal
1. Who are they? 2. What’s their thorn?
3. What tweezers appeal to them?
Your Target
SPARKY’S TIP #1:
beats a great product.
A great attitude
beats the right answer.
The right question
SPARKY’S TIP #2:
8 1/2 “Open” Qualifiers
L1: Booth’s edge (casual, general)
1. “What brings you to the show?”
2. “What’s caught your eye on the floor?”
3. “What can I help you find?”
L2: Inside booth (probing, task-centered)
4. “What do you do for [company]?”
5. “What’s your biggest challenge?”
6. “What’s your role in making that happen?”
7. “Let me see if I’ve got this: You’re...”
L3: At display (challenging)
8. “This [product] has [benefit]. How would that help you?”
Just L: If you’re shot down
8 1/2. “Before you go, could I point out a few things that might interest you?”
TRY ME:Baseline
Presentations,Take 2
EXERCISE:
“Qualify Me”
4. DEMONSTRATING
Answer their ultimate question: WIIFM?
Your Goal
beats a good fact.A good story
SPARKY’S TIP #3:
beats the most features.
The right feature
SPARKY’S TIP #4:
(and give beats show)Show beats tell
SPARKY’S TIP #5:
BE METHOD
Quick Intro, questions, follow-up, see ya
Clear Plain English, define terms, no pronouns
Show Don’t tell (and give beats show)
Relevant Relate everything to customer needs
Benefit-focused Link features to their bottom-line benefits
Engaging Stories: success, inside scoop, cautionary tales
Connected “Are you familiar with...?” “Would this help?” “Should I re-phrase that?”
Positive Don’t contradict, dismiss, denigrate, confide
Honest “Great question! I’m not sure. I’ll find out for you within 24 hours. How can I reach you?”
“Directed Discussion”
5. EXTENDING
Get a firm, eager commitment to a follow-up action.
Your Goal
GOAL METHOD
Get feedback “Where all you with all this?”
Reinforce benefits
“Based on your needs, I really think our product can provide A, B and C.”
Get contact info Scan badge, get card, etc.
Give info Give card, literature, samples, schwag
Offer contact options
Booth events: game show, book signing, etc. Show events: keynote, party Post-show public events: Release party, Webinar Post-show one-on-one: teleconference, meeting
Show gratitude “Thanks so much for sharing your challenges with me.”
Handoff “What else can we help you find today?”
Parting Shots
NAME ONEATTRACTING QUALIFYING
EXTENDINGDEMONSTRATING