Slide 1

Trade Show Selling North Carolina Biotechnology 2014 Increase your revenue, your reach and your brand. Increase your revenue, your reach and your brand.

Slide 2

Trade Show interaction is faster-paced & requires a different approach Review the Rs Reaching Out Relating To Reacting and Responding Recording

Slide 3

Reaching Out

Slide 4

Trade Shows are like speed dating: You have 7 seconds to make a good first impression

Slide 5

Reaching Out In Jerry Eisners First Impression Selling at Trade Shows, he states that people form 11 impressions about you and your company in the first 7 seconds of contact: The 7-11 rule

Slide 6

CredibilityHelpfulnessProfessionalismAppearanceResponsivenessPresence Reaching Out KnowledgeFriendlinessCourteousnessEmpathyConfidence

Slide 7

Your Field Office: Your exhibit is your Office away from the office. Your exhibit is your Office away from the office. The more organized you look, the more likely prospects will want to do business with you.

Slide 8

Reaching Out Your Field Office: Keep your meeting space neutral. Dont send signals that discourage prospects from sharing your space by eating, drinking, or using your smartphone.

Slide 9

Reaching Out Your Field Office: Dont get baited into bad-mouthing competitors. Let prospects know that you get paid to talk about your company, and not others.

Slide 10

Reaching Out Your Field Office: Wear your name badge on your right side, so its easier for prospects to capture your name when shaking hands.

Slide 11

Reaching Out Body Language (Exhibitors and Prospects) Arms crossed Dont bother me Response: Palms up gestures Slow your presentation

Slide 12

Reaching Out Body Language (Exhibitors) Fig Leafing Im not confident Response: Parade Rest stance Hold something

Slide 13

Reaching Out Body Language (Exhibitors)Smile! 90% of the time, your prospects will smile back

Slide 14

Reaching Out Body Language (Exhibitors) Look energetic Dehydration is a soldiers worst enemy

Slide 15

Reaching Out Body Language (Exhibitors) Look responsive Steepling of the hands shows confidence and indicates you are giving information they want

Slide 16

Reaching Out Body Language (Exhibitors) Look comfortable Changing shoes will create different pressure points for your feet and saves your knees, back and legs

Slide 17

Reaching Out Body Language (Exhibitors) By consciously sending warm, confident, positive signals at all times, you tell attendees that you are someone worth knowing.

Slide 18

Reaching Out Body Language (Prospects) Face touching Im considering Response: Let them take the lead Dont rush them

Slide 19

Reaching Out Body Language (Prospects) Fists clenched Im tense Response: Palms up gestures Let them take the lead

Slide 20

Reaching Out Body Language (Prospects) Palm rubbing Im eager Response Move discussion forward

Slide 21

Reaching Out Hold a pre-show meeting to discuss personal obstacles when engaging clients. Brainstorm strategies to eliminate these obstacles

Slide 22

Relating To

Slide 23

Speaking(finally!)

Slide 24

Speaking Avoid the no response by constructing open ended vs. closed ended questions like Can I help you?

Slide 25

Relating To Speaking open ended examples: Of all youve seen at the show, what has interested you the most?

Slide 26

Relating To Speaking open ended examples: What about our exhibit has caught your eye?

Slide 27

Relating To Speaking open ended examples: The best two opening words: Tell me

Slide 28

Reacting and Responding

Slide 29

Speaking Observe the 80/20 rule: Listen 80% of the time Talk 20% of the time

Slide 30

Reacting and Responding Do you have a clear, catchy, well- rehearsed 15 second sound bite? What are 2-3 benefits of working with your company? Does your presentation tie in to the state of North Carolina?

Slide 31

Reacting and Responding Disengaging from a visitor Im glad weve had this opportunity to talk today Ive taken enough of your time today... Thanks so much for dropping by

Slide 32

Reacting and Responding Disengaging from a visitor The walk and return: Well, Id better get back to my booth

Slide 33

Reacting and Responding Disengaging from a visitor Based upon the information shared today, we cant help you now, but heres my business card, if I can help you in the future.

Slide 34

Reacting and Responding What if you dont know an answer to a prospects question? If you dont know the answer to a question, say so and use it as an excuse to follow up after the show with an answer.

Slide 35

Recording

Slide 36

Recording Over 80% of all leads generated at trade shows receive NO follow up/follow through. What causes this scenario? How can we prevent it from happening to us?

Slide 37

Recording What information do you need to keep your dialog going after the show? What information would the people following up want to know to continue the dialog?

Slide 38

Lets Define a Lead

Slide 39

What is a Lead? a suggestion or piece of information that helps to direct or guide the sales person who is following up after the show an informative hand-off of critical information from trade show floor to sales rep trying to get a face-2-face meeting with the prospect

Slide 40

Get Sales & Marketing On The Same Team

Slide 41

What is a Lead? Marketing must engage sales to determine the top 5 or 6 clues toward the next step in the sales cycle.

Slide 42

What is a Lead? Multiple-choice When do I follow up? When does your budget open? Who are you using now? Which of our services are most critical? Essay What plans do you have for expansion? The Magic Wand question

Slide 43

What is a Lead?

Slide 44

Recording Recording the visitors expectations on follow up demonstrates that you are listening, and relieves pressure on you immediately after the show.

Slide 45

Planning & Practicing Recap Reaching Out Relating To Reacting and Responding Recording

Slide 46

Planning & Practicing Recap http://www.skyline.com/blog/category/booth-staffing/ 44 Things a Booth Staffer Does Get More Trade Show Leads Better Booth Staffing for Greater Trade Show Results 13 Bad Booth Staffers Trade Show Exhibit Dress Code Trade Show Booth Etiquette: How to Be a Good Host Top Ten Tips for Trade Show Booth Staffing Ten Booth Staffing Secrets to Double Your Trade Show Lead Count Boing Beyond the Tip of the Iceberg of Booth Staff Training Your Trade Show Booth Staffers are Animals

Slide 47

Planning & Practicing Recap Questions?

Slide 48

Thank you! Were here to help you make your next exhibiting experience the best ever!