Effective ExhibitSelling

Why Trade Shows

Facts & Figures

• We’re #1! Trade Shows are now the #1 Business to Business Marketing medium

• More than 125M people attended over 4600 trade shows in North America last year

• Trade show spending exceeded $67 billion last year

• 18% of marketing budgets go to support trade shows

• 88% of trade show attendees exert a buying influence

Facts & Figures

• It costs $1,080 to close a field generated lead• It costs $419 to close a trade show generated lead• 41% of attendees are first-time visitors• 91% of survey respondents say they get their most

useful buying info from trade shows

Facts & Figures

• 90% of trade show attendees haven’t been contacted by a direct sales person within the last 12 months

• Face to face selling time:– 67% at the trade show– 20% in the field

• Field reps say that 73% of buyers are less accessible and they now make 40% fewer face-to-face calls

Why Attendees Go…

• To See New Technology/ Products• Plan or support buying process• Personal Development• Network with Peers• Hands-on Experience with Products• Attend Seminars/Workshops• Overview the Industry• See Competition

CEIR (Center for Exhibition Industry Research)

Exhibitor Show Objectives

• Gather Qualified Leads• Position the company in the industry • Introduce new products• Test market/R&D• See existing customers

The Big Idea

The Big Idea

90% of what

visitors remember

about your booth

will be based on

the staff

Tactical and Practical

Marketing “Stage” = Exhibit

Where…

• Do we put the leads?• Do I put my briefcase?• Is the literature stored?• Are the giveaways?• Are the demonstration stations?

• Product knowledge

• Approachable

• Professional

• Good listener

• Experienced in the process

Blueprint of a good booth staffer

Behavior Basics

• Attitude• The Hand Shake• Dress/ Uniform• Name Tag• Body Language

The “NO” List• Cell Phones• Hands in Pockets w/

Loose Change

• Sitting• Playing with

Computers• Talking with Each

Other• Eating or Drinking

Pre-Show Meeting

• 1-2 weeks before show and day of, or day before – – Bonus? Every morning or evening of show

• Review rules, pitches, premiums, etc.• Share objectives, goals and issues• Practice!

Exhibit Selling

Trade Show Selling

• How it’s different• Time is of the essence

– 1 Minute– 2-3 Minutes– 3-5 Minutes

• Telling is not selling!

4 Steps to EffectiveTrade Show Selling

• Engage• Qualify• Present• Close

Engage• Open-ended Questions• Related to your

Products/ Services• Build rapport

Qualify

• Top 3, Top 5, Top 10 questions

• Ask, Listen• Assure• Record

Present

• Demo Stations• Benefits-oriented

statements• Use Story format• “Power words”

Close

• Clear Next Step• Collect correct info for follow-up• Rate Each Lead by…

– Potential– Time Frame

• 60% of All Leads are Never Followed Up On

Last, But Not Least

Post Show Follow Through

• Lead Fulfillment• “Thank you” …with a post-show incentive• Link to the website and/or a call to action• Qualified leads are easier to follow up on…