Achieving sales from your stand

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1 4/6 Achieving sales from your stand Secure leads and achieve exhibition success

2 BEFORE THE EVENT Promote your attendance at the show early on to create excitement about your stand and attract visitors before they walk through the doors. > Telling prospects about giveaways, competitions, talks and other on-stand attractions in advance will help drive footfall. > Use social media to increase the reach of your message using event-specific hashtags. Take a look at the Promoting Your Presence at the Show guide where this aspect is explained in more detail. Use your stand as a platform for a special announcement or celebration, e.g. a new product launch, winning your 100th customer, 5 years in business. Brief everyone on your stand on why you are exhibiting and what you expect of them individually. > Your stand is your stage, so get your team to rehearse striking up conversations with prospects, and discuss how you can get them interested in what you have to show. Monitor the number of conversations and leads being generated, and set realistic targets for your team. > Break each target down into daily or hourly numbers. PAGE / 02 > Invite relevant industry/local press to attend along with existing customers and prospects. This will create a buzz of excitement around your stand, and will encourage crowds to gather. > If leads can be converted to a sale at the show, make it easy and effortless to do so. Consider creating a separate area of the stand where you can close deals and complete paperwork privately. We're at hand to make your journey with us smooth and successful.

3 DURING THE EVENT Start each day with a team talk to see how the team is performing and if any additional support is needed. > Adjust your targets as necessary in line with the performance on the previous day. Make sure your team is always in the zone, so that they present a consistently professional and positive image. > In-team chatting should be kept to a minimum, so that stand visitors can have your undivided attention. > Phones should be reserved for emergencies only, to give a sense of approachability on your stand. > Organising the stand should be done before and after the show, or at quiet times, so your visitors aren t accidentally ignored. > Agree breaks in advance to prevent discussions in front of prospects. But be flexible depending on stand traffic. Keep note of new contacts to easily understand each prospect s readiness to buy when following up. For conversations that do not progress to a sale, use a simple form to capture key information after your conversation. Include: > Name, job title and contact details (attach a business card if they have one). > Role in the buying process. > Buying cycle what do they tend to buy, at what time of the year, and in what volume? > Lead score cold/warm/hot, along with 1 or 2 sentences explaining why. You can save time and effort in keeping track of your leads by using scanner-based technology. We understand how daunting a pile of business cards can be when you get back from a show, so we ve partnered with N200 l GES whose technology captures sales leads in real time to make things easier when you follow up after the event. You can effortlessly capture and rate your leads by simply scanning their badge, allowing you to implement segmented follow-up and lead-nurturing strategies. PAGE / 03

4 Watch the video: Top Tips for Exhibitors how to engage with customers PAGE / 04 Show a genuine interest and enthusiasm in every visitor to your stand, as it s almost impossible to identify the casual browsers from the serious buyers. > If you re sure that the person you re speaking to is not in the market for your product, then find a helpful, friendly way to exit the conversation. You could suggest other stands they may be interested in, point out a forthcoming seminar or simply thank them for their time and encourage them to enjoy the rest of the show. Engage people in a manner that makes the initial dialogue about them, rather than you. > Don t ask Can I help you? or How are you?, for example. This encourages a short answer that s difficult to develop into a conversation. > Instead, make eye contact, smile, use their name from their badge if you can see it, and ask them what s brought them to the show and to your stand in particular. Talk to them about their priorities and interests, rather than leaping directly into a pitch. We're at hand to make your journey with us smooth and successful. Make sure you re ready to greet visitors throughout the entire show; we could tell you countless stories of people s final visitor being the one that made the real difference for them at the event. > Keep your stand looking neat and fully stocked right up until the final moment of the final exhibition day. > Bring more products, merchandise and literature to the show than you think you could ever possibly need; it s far better to take lots back with you than to run out just before that crucial opportunity arrives.

5 AFTER THE EVENT Follow up with personalised communications, and turn interest into revenue. > Make the most of every single lead. As soon as possible after the show, prioritise and segment your leads by: Level of qualified interest expressed at the show. Potential order size/value. Requests for further information. Press enquiries. PAGE / 05 Staying in sales mode after the event is critical in converting leads into customers. > Always remember to treat every prospect as an individual resist the temptation to send generic blanket s. > Personalising each communication will undoubtedly take longer, but it will have far more impact. Wherever possible, link your message to something about them that you learned at the show. Arrange face-to-face meetings with your hottest prospects as soon as possible > Really get to know your customer. Learn as much as you can about them and their business to find a good reason why your product will help them meet their objectives.

6 Watch the video: Top Tips for Exhibitors what to do after the event Connect on social media > Link up with your new contacts on every social networking platform you both use. > Then turn your attention back to your stand by uploading photos and videos that you took at the show, and invite your audience to discuss how they found the event. This is a great way to start creating excitement around your next exhibition. > Look on their website and use LinkedIn, Facebook and Twitter to find out more about the business and the person. > It s worth remembering that at this stage you are selling a meeting, not your product. So look out for a trigger to contact them. Find something relevant to their market (a news item, an article, etc.) and use this to show your genuine interest in their business. > Finding a way to highlight how your product can help them achieve their goals is a good hook to secure a meeting. Then, develop a series of questions that demonstrate that you have given serious thought to their business since you met at the show. If a meeting with a lead doesn t result in a sale, remember that a no today might be a yes next time around: > Ask questions to understand why they aren t ready to buy, and whether there are objections that can be overcome. For example, is it timing, product, pricing, or something else? > Agree with them the most appropriate course of action and when your next contact will be. Hold a debrief with your team straight after the show to start planning for your next performance. Assess how well the show met your objectives. > What went well? > What didn t? > What did you see other exhibitors doing? > What will you do differently when you attend the next show? Rebook your stand to continue your success. > Rebooking early for the next show has major benefits for your business from increased leverage of any pre-show PR and marketing activity through to securing the optimum stand location. PAGE / 06 We're at hand to make your journey with us smooth and successful.

7 If there s anything you re unsure of, please get in touch at

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