Trade secrets for trade show sales success

Trade Secrets for Trade Show Sales Success

Matt Heinz

President, Heinz Marketing Inc

[email protected]

@heinzmarketing

mailto:[email protected]

Housekeeping

• Copy of this deck

• Offers for you– 10 minute brainstorm– Successful Selling– Secrets to Successful Trade Show Marketing

• Give me a business card at the end with what you want– It’s that simple…

Last Slide First

1. Know your objectives up front

2. Have a plan before, during and after the show

3. Focus on the customer

4. Be memorable

5. Nail the follow-up

8 requirements of a successful event strategy

1. Objectives2. Short and long-term success measures3. Content strategy4. Offer strategy5. Social strategy6. Booth assignments7. Networking strategy8. Follow-up plan

Better pre-event marketing

1. Market from a person, not the company

2. Put some news in the headline

3. Drive pre-registration for something

4. Don’t force them to commit

At The Booth

• State your benefits in bold letters

• Qualification questions

• Move longer conversations out of traffic

• Focus on value-added giveaways

At The Booth

• Less is more• Plan your layout in advance• Booth training cannot be an afterthought• Know the show schedule and staff

accordingly• The little things matter• Come early, be ready• Inviting vs receiving

Qualifying questions

• Look for buying signals– Why are you here?– What are you looking for?– What do you need to bring back to justify your

trip or visit?

The thin line…

• Is it a presentation or a sales pitch?– Focus on the customer– Be specific– Facilitate, do not participate– Drive discussion of the problem & outcome,

not the solution

The MOST IMPORTANT PART

Follow up!

Measuring ROI

• Three milestones– Immediately after– 30 days after– 3-6 months after

Don’t forget…

[email protected]

Last Slide Last

1. Know your objectives up front

2. Have a plan before, during and after the show

3. Focus on the customer

4. Be memorable

5. Nail the follow-up

Questions?

Trade Secrets for Tradeshow Sales Success

Arden CliseBusiness Etiquette Consultant

Copyright © 2011 Clise Etiquette. All rights reserved.

Trade Secrets for Tradeshow Sales & Success

• First Impressions• Conversation Openers and

Endings• Booth Dos and Don’ts




First impressions are everything.

Body language

Posture

Eye contact

Facial expressions

Gestures

Physical contact




Successful Conversation

Openers

• With a partner, come up with three things you could say to get someone to engage with you in conversation at your booth.

Handout

Graciously Ending a Conversation




Booth Dos and Don’ts

Booth Dos

• Smile• Stand in front of booth• Get eye contact• Engage people walking by• Have open, friendly body language• Focus on one person at a time

Booth Don’ts

• Eat• Use or look at phone• Talk to other booth staffers• Have closed body language• Turn back to people• Go into sales mode before building rapport

Questions?

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Thank You!

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Case Study
