3 Ways To Improve Trade Show ROI

Transcription

1 3 Ways To Improve Trade Show ROI Matt Hill Andy Paul Presented By FatStax Mobile Sales Platform for the ipad Works offline Integrates with CRM Ready in 4 weeks Today s Moderator Craig Elias Creator of Trigger Event Selling TriggerEventSelling.com Page 1 of 27

2 Q & A Type question here Herding Cats Image / Story 3 Ways To Improve Trade Show ROI Before the show During the show After the show Page 2 of 27

3 Matt Hill, President of The Hill Group Matt Hill has been speaking and training since He specializes in making trade show exhibit staffs more effective with their face-to-face interpersonal skills. He has trained over 50,000 people in the U.S. and around the world. Missed trade show leads = MONEY DOWN THE TOILET Fact: 80% of all sales leads are never followed up. Sales and Marketing Management Magazine Page 3 of 27

4 Fact: More than 50% of rented exhibits were shipped back with the leads left inside. Freeman Decorating Co. (one of largest companies in the trade show business) Fact: It costs more than $500 per person per hour to staff a booth. Matt Hill Leads = Sales For all qualified trade show leads: 10-15% turn into a sale within 90 days* *From James Obermayer s book: Managing Sales Leads, 1996, NTC Business Books But which 10-15%? Page 4 of 27

5 Which 10-15%? 1. Give you more than 2 minutes 2. Short time to decision and/or purchase 3. Willing to arrange a follow-up meeting at the show Only Four Objectives at a Show 1. Take the order 2. Get a meeting 3. Schedule a call 4. Add to mailing list Before the show opens Have some questions ready Page 5 of 27

6 Warm up questions 1. What kind of business are you in? 2. What do you do at your company? 3. What problem or issue are trying to solve? All leads are NOT created equal Use Great Qualifying Questions What products are you interested in? When are you going to make a decision? When would you like to meet? When would you like to schedule a call? Page 6 of 27

7 Salespeople love unqualified leads Use a lead capture device that s easy to use DOs And DON Ts Page 7 of 27

8 Don t eat, drink, make phone calls, text, or check your . Don t stand in closed circles with your colleagues. Greet within 15 seconds or they ll leave Source: Center for Exhibit Industry Research Page 8 of 27

9 Set the agenda What do you want to see How long it will take Generate a lead? Focus your demo or presentation on what the visitor wants to see Dismiss unqualified visitors Page 9 of 27

10 Andy Paul, Creator of Zero Time Selling Andy Paul is a leading authority on sales for small and medium-sized businesses (SMBs) and the founder of Zero-Time Selling. He is also the author of the awardwinning book Zero-Time Selling, 10 Essential Steps to Accelerate Every Company s Sales. Zero-Time Selling was selected as one of the Top 3 Sales & Marketing books of The Goal is Not To Collect Names Maximize Your Trade Show ROI with Qualified Prospects Maximize ROI on Lead Gen Page 10 of 27

11 Qualify and Dis-Qualify Prospects The Trade Show Floor is Tough Selling Environment Page 11 of 27

12 Every Interaction is a Zero-Sum Game You Win Or You Lose Or You Lose Page 12 of 27

13 First Perceptions Are Reality OR? Sell with MILT Page 13 of 27

14 Define the Prospect s Questions What is a Sales Lead? What Info is Required? Page 14 of 27

15 The First Seller with the Answers Wins The First Seller with the Answer Wins Use People with Deepest Product Knowledge On Front Line at Trade Show Page 15 of 27

16 Eliminate the Get-Backs While You re Running Around Looking for Answers Page 16 of 27

17 You open the door to the competition Create Context for the Answers You Provide Content is Delivered out of Context Prospects Need Context to Make Sense of the Info You Provide To Make Informed Decisions What Information Do They Need Beyond Your Proprietary Info? Create Value for Your Prospect by Providing 3 rd Party Sources of Context Source: Tony O Driscoll, Fuqua School of Business, Duke University via Financial Times (ft.com), Feb 13, 2012 Page 17 of 27

18 Use a Prepared Story for Illustration Put the Prospect in the Picture Page 18 of 27

19 Capture Prospect Information and Distribute It ASAP Bridge the Gap Between the Show and the Office Do First Follow-up Immediately Page 19 of 27

20 Use Create 3 rd Party Value Info to Validate with Context Answers Follow-up 100% of All Qualified Show Leads Step 1: 100% Lead Follow-up Page 20 of 27

21 80% of Sales Leads are Not Followed-up Sales Leads Are Like Lottery Tickets Step 1: 100% Lead Follow-up LATER lives on the same street as NEVER Page 21 of 27

22 Buyers Won t Move To Next Step of Their Buying Process Without Complete Answers Nearly 80% of customers said that timeliness of response was key factor in their vendor selection* *Source: Inside the Mind of the B2B Buyer DemandGen & Genius.com, 2010, via SlideShare Page 22 of 27

23 If You Don t Sell with MILT The Competition is Literally right around The Corner The First Seller With The Answers Wins! Andy s Book "Brilliant! Zero-Time Selling is a must read for anyone tasked with the go-to-market challenge. John Dillon, CEO, Engine Yard, Inc., former CEO, Salesforce.com Zero-Time Selling provides a simple framework to achieve and sustain dramatically improved sales results. Read it!" Keith Ferrazzi, bestselling author of Never Eat Alone and Who's Got Your Back Andy Paul strips the unnecessary complexity away from the craft and art of selling. Any sales professional or sales team will quickly see tangible results once they start Zero-Time Selling!" Marshall Goldsmith - million-selling author of the New York Times bestsellers, MOJO and What Got You Here Won't Get You There. Page 23 of 27

24 Mobile Sales Tool for the ipad All in the Numbers 80 - % trade show leads not followed up $ per hour cost of booth personnel 95 - % customers chose seller with content Page 24 of 27

25 ipads at TradeShows 1.Get an extra 2 minutes 2.Find details on products 3. Instantly follow up Before the show - Use a familiar tool 7 4 During the show No Internet??? yes Engage, find, and share your latest product information Page 25 of 27

26 During the show Integrate w/ CRM That one! Match hot leads (10-15%) to products = faster sales cycle 76 After the show Follow Up FatStax Sales Platform Works offline Integrates with CRM Ready in 4 weeks Page 26 of 27

27 See it in action Demo: Bit.ly/FatStax-Demo ipad app: Bit.ly/Sales-App Summary Before the show: Prepare Sooner During the show: Execute Better After the show: Follow up Faster Q & A Matt Hill HillGroup.com Mhill@HillGroup.com Linkedin.com/in/ExhibitStaffTraining Andy Paul ZeroTimeSelling.com Linkedin.com/in/ZeroTimeSelling Rusty Bishop FatStax.com Resources Bit.ly/FatStax-Demo ZeroTimeSelling.com Bit.ly/TradeShowSecrets Page 27 of 27