1 Trade Show Staff Training by Kevin England
2 Today s Trade Show Environment Setting Reasonable Objectives Managing Your Own Expectations Managing Visitor s Expectations Trade Show Selling Process Engage Greet Qualified or Time Waster Dismiss Demonstrate Close Gross-Sell Group Dynamics The Basics
3 The OLD & The NEW What has really changed? Can you say "Competitive Advantage"? Trade Show Environment Why go? Who cares?
4 Key Points: Trade Show Environments Take trade shows seriously You can have more meaningful face-to-face interactions per hour, then anywhere else You'll gain a competitive advantage. Trade shows generate revenue Qualified leads result in sales You can go through two or three steps of the sales cycle efficiently and do it every six minutes. There is a separate skill set No matter how great of a sales person they may be in the field when it comes to working an exhibit, they need guidance in translating their existing skills into techniques that work at a show. Trade Show Environment Why go? Who cares?
5 Why are we here or exhibiting? New product Commitment or Support Partying and Socializing SMART Objectives (Specific - Measurable - Achievable - Relevant - Time Dependent) Lesson: Prioritize the attendees according to who you should talk to first. One of your own colleagues Booth Beggar Competitor CEO/President Qualified attendee Current customer Attractive visitor Influencer An old employee Setting Reasonable Objectives Beside free food, why go to pre-show meetings?
6 Key Points: Setting Reasonable Objectives Exhibit layout, content and demos? Target audience? Goals and measurement? Key messages? Pre- and at-show promotions? At-show activities, announcements and conference presentations? Customer events? Competitive strengths and weaknesses? What communication skills will be required to accomplish your goals? How will they engage and pre-qualify attendees? Transition attendees from one part of the exhibit to another? Deal with problem situations? Qualify the opportunity and capture lead information? Present information only after they understand the person s specific needs and degree of technical expertise? Propose post-show or event follow-up? Setting Reasonable Objectives Beside free food, why go to pre-show meetings?
7 Can every visitor be brought to the point of wanting to purchase your products/services? Where Are They In The Sales Cycle? 1. Never heard of you before 2. Heard of you but hasn't done business with you 3. Needs to understand your solution 4. Evaluating competing solutions 5. On the brink of buying What can you do to move a qualified visitor from one step to the next? Should you consider yourself successful if you can move visitors from just one or two steps along in your sales cycle? Managing Your Own Expectations
8 Key Points: Managing Your Own Expectations Have modest expectations Realize not every visitor will be a customer A reasonable objective is moving qualified visitors just 1 or 2 steps through the sales cycle. Understand your sales cycle There are probably 5 or 6 discreet steps Ask questions to find out where the visitor is in your sales cycle. Determine their level of knowledge Find out how much the visitor knows about your products, services, technology, and/or market Customize an objective for each visitor Managing Your Own Expectations
9 Why are they there? Visitors expect that you're there to answer as many questions as they can ask. Visitors think that even if they wait for you they'll get a one-on-one conversation. Visitors expect every one of their questions to be answered completely and to their satisfaction. Visitors assume they'll be able to walk away with whatever free thing you're giving away. Managing Visitors' Expectations They shouldn't expect too much working with you.
10 Key Points: Managing Visitor Expectations Most visitors assume the following: They'll have a one-on-one conversation with you for as long as they have questions to ask. All of their questions will be answered. They will receive whatever you're giving away Control the conversation. Manage the topic and time by asking questions and controlling the conversation. What attendee s really think? Managing Visitors' Expectations They shouldn't expect too much working with you.
11 Key Points: Trade Show Selling Process Engage and Greet - 30 seconds Take control by asking open-ended questions Question and Qualify - 90 seconds Ask questions specific to their situation Ask questions specific to your solutions Ask qualifying questions Dismiss - 10 seconds Shake hands and thank them for stopping by Demonstrate - 2 to 4 minutes Show what excites them, not you Close - 90 seconds Fill out a lead form, cross-sell, dismiss them Trade Show Selling Process
12 Make eye contact. Have open body language Show interest in your products and services. Selling Process: Engage Less aggressive ways of getting attention
13 Key Points: Selling Process: Engage Engage Smile Make eye contact Have open body language Stand away from colleagues Don't give visitors any reason not to make contact with you. Be a good listener Don't interrupt Ask follow-up questions Pay attention to the visitors answers and body language Selling Process: Engage Less aggressive ways of getting attention
14 Greeting Questions: 1. Tell me, what do you know about our company? 2. What products/services are you interest in? 3. Tell me what kinds of needs/applications you have? 4. What interests you in this section of our booth? 5. How are you enjoying the show? Maintaining Control Use the "Elevator Speech Say something irrefutable Give some credibility Talk about two or three generic benefits And finish with a call to action Selling Process: Greet Personal stretch time: being pleasant
15 Key Points: Selling Process: Greet Control the conversation Ask the first question Answering a question with a follow up question... to regain control Use questions to direct the conversation Ask "open ended" questions Open ended questions cannot be answered by "yes" or "no" Open ended questions will give you information Build rapport in two minutes Again, be a good listener Focus on their areas of interest Selling Process: Greet Personal stretch time: Being pleasant
16 Idea: Greeting Questions 1. Tell me, what made you come to the show this year? 2. What do you know about HotSchedules? 3. Tell me what do you do for your company? 4. Are you involved with Labor Management? 5. How are you enjoying the show? Idea: Fun example of a one sentence Elevator Speech We consider ourselves to be the Jedi Master of labor management and cost control. Selling Process: Greet Personal stretch time: being pleasant
17 Short Attention Spans Qualify visitors by asking qualifying questions the fit the following criteria. 1. Need for your product or service 2. Role of the visitor in decision-making process 3. Buying timeframe within your sales cycle 4. Funding (budget... Do they have the cash!!!) Hot lead vs a Qualified lead Qualifying Questions (Examples) Tell me.. What is frustrating about the way you're handling that now? Before I show you our new product.. why is it important to solve this problem? Let me ask you honestly.. is there a budget to solve that problem? To help me focus this demo.. what type of solutions would help you to solve that problem? Qualified or Time Waster? You're the judge and jury
18 Key Points: Selling Process: Qualify Don't give more than two minutes of your time to unqualified visitors Weave qualifying questions into your conversation Buying authority; decision maker, recommender, influencer Buying time frame; 0-3 months, 3-6 months, 6+ months Budget; fully funded, some budget, no budget Not every visitor is worth your valuable time to give a demonstation Qualified or Time Waster? You're the judge and jury
19 Idea: Qualifying Questions 1. Are you in charge of or involved with the labor management portion of your business? 2. Does your restaurant or group of restaurants have more than 100 employees? 3. Do you currently have labor management solution? If so, what is it? 4. What do you find to be the most difficult aspect of your existing labor management solution? 5. Is the cost associated to labor management; such as time spent, loss of productivity, or even turnover rate, making on automated solution a viable direction for your company? And if so, do you have the budget set aside for this type of project? Qualified or Time Waster? You're the judge and jury
20 Reasons to dismiss if lacking the following: 1. A need for you product/service 2. A reasonable buying time frame 3. Funding or a budget 4. A role in influencing, recommending, or making a buying decision (basically why are you here?) Want to get a rundown of everything that you sell. Or the beggar that's talking to you only to get a ball. Disengage Visitors Delicately - The Letterman Dismissal Selling Process: Disengage Don t waste your time
21 Key Points: Selling Process: Disengage Use the "Letterman" technique Make eye contact Shake hands Thank them for stopping by Disengage visitors who are: Unqualified; wasting your time Unqualified; will not help you meet your objectives Qualified; and it's time to move on - use it to end a conversation Selling Process: Disengage Don t waste your time
22 How good is your demo? 1. Focus on the prospect's interests by asking questions 2. Have a beginning... middle... end Be prepared with two demos 1 st : Two Minutes & 2 nd : Four Minutes Adult Learning Theory. Tell them what you're going to show them Show them, and then, Ask them if they the value Selling Process: Demonstrate
23 Key Points: Selling Process: Demonstrate Use demonstrations to: Provide a brief 2 min. overview of your company and its products and services Further develop interest in your products Have two demonstrations ready A short one (< 2 min.) to peak interest A longer one (< 4 min.) focused on the visitor's application or need Be in control of the demonstration Have a beginning, middle, and end Have a clear objective for the demo, close for something Selling Process: Demonstrate
24 Typical Closes Capturing lead information Escorting visitors to another area in the booth Getting a commitment Disengaging a visitor Idea: Closing Questions 1. When is a good time to contact you after the show? 2. I d like to help solve your problems and can provide you with a more detailed demonstration? When would be good for you? I get back on Tuesday. Selling Process: Close Closing Isn't Just for Used Car Salesman
25 Key Points: Selling Process: Close Don't be afraid to close Typical closes Capture lead information Cross-sell; escort qualified visitors to another station or area in the exhibit booth Hand them some product information or brochures Disengage them; end the conversation Selling Process: Close Closing Isn't Just for Used Car Salesman
26 Reasons for Cross-Selling To introduce a qualified visitor to an executive To have them review a demo from a qualified team member To introduce them to someone who can appropriately answer a question Cross-Sell Establish Your Own Networking Service
27 Key Points: Cross-Sell Ask a few more questions To find out if some of your other products and/or services are of interest To find out if they should visit another area or station in the exhibit Escort them around the booth Don't just point or direct them Make a personal introduction Cross-Sell Establish Your Own Networking Service
28 Verbal & Non-verbal Techniques Engage New Visitors Make eye contact Make room Verbally greet them Quickly summarize your conversation (if possible) Ask them a topic of interest Interrupt Me, Please (It's okay to be rude) 1. Anyone can be interrupted at any time 2. If you want a private conversation, make it happen elsewhere Group Dynamics A New Concept: Be Productive
29 Key Points: Group Dynamics Continue to add visitors to your conversations and demos Make eye contract Greet them Take a step back or to the side to non-verbally invite them to join your group Group control skills Be in control Get the group to do something, fill out lead forms, visit other stations, etc... Qualify and dismiss people in mass, as a group, to be more productive Master the art of interruption Group Dynamics A New Concept: Be Productive
30 Trade shows are probably the most difficult selling job Don't give any visitor any reason not to talk The Basics What You Should Already Know
31 Key Points: The Basics 1. Start off on the right foot by setting up your booth on time. What kind of impression will you make with the trade show host and the attendees if you are still putting products and promotions out when the show opens? 2. Avoid eating and drinking in your booth. The message you send when you are munching on lunch is, "Oops, I don't have time for you now. I'm busy." 3. Stand up during the event no matter how bad your feet hurt and your back aches. A vendor sitting down appears lazy, disinterested and unapproachable. 4. Save your idle chatter with your booth mates until after the show. No one passing by will care enough to interrupt your conversation for a sales pitch. 5. Be considerate of the other vendors by saving your sound and light presentation for another occasion. During one trade show, the fellow in the next booth had so much audio and video going that it felt like half-time at the Super Bowl. 6. Draw passersby to your booth through your professional appearance and positive attitude. Wear your most professional attire and greet everyone with eye contact, a smile and a greeting. "Hi, how are you?" as a greeting will generate the classic response, "Fine." There goes your prospect. Be original. The Basics What You Should Already Know
32 Key Points: The Basics 7. Pay attention to your body language and maintain open posture-no crossed arms. Stand forward in your booth with hands relaxed and at your sides. 8. Remember the 80/20 rule - listen 80% of the time and talk 20% of the time. Otherwise, you will never learn what your prospect wants, needs or thinks. 9. Wear your name tag, the one that everyone can read without having to squint. 10. Use the name of your prospect in conversation so they know that they are the focus of your attention. 11. Be consistent. You are your company. If you are selling a clown act, be funny no matter how grumpy you may feel at the end of the day. If you are promoting business etiquette, be gracious regardless of other people's inconsiderate behavior. 12. And finally, stay out of other companies' booths. Wandering into other people's exhibit area is disruptive and gives them permission to barge in on you when they get bored. The Basics What You Should Already Know
33 THANK YOU HAVE A GREAT SHOW