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Trade Show Selling

Trade Show Selling. North Carolina Biotechnology 2014 Increase your revenue, your reach and your brand. Trade Show interaction is faster-paced & requires a different approach. Review the “R’s”. Reaching Out Relating To Reacting and Responding Recording. Reaching Out.

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Trade Show Selling

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  1. Trade Show Selling North Carolina Biotechnology 2014 Increase your revenue, your reach and your brand.

  2. Trade Show interaction is faster-paced & requires a different approach Review the “R’s” Reaching Out Relating To Reacting and Responding Recording

  3. Reaching Out

  4. Reaching Out Trade Shows are like “speed dating”: You have 7 seconds to make a good first impression

  5. Reaching Out In Jerry Eisner’s “First Impression Selling at Trade Shows”, he states that people form 11 impressions about you and your company in the first 7 seconds of contact: The “7-11” rule

  6. Reaching Out Credibility Helpfulness Professionalism Appearance Responsiveness Presence Knowledge Friendliness Courteousness Empathy Confidence

  7. Reaching Out Your Field Office: Your exhibit is your “Office away from the office”. The more organized you look, the more likely prospects will want to do business with you.

  8. Reaching Out Your Field Office: • Keep your meeting space “neutral”. • Don’t send signals that discourage prospects from “sharing” your space by eating, drinking, or using your smartphone.

  9. Reaching Out • Your Field Office: • Don’t get “baited” into bad-mouthing competitors. Let prospects know that you get paid to talk about your company, and not others.

  10. Reaching Out • Your Field Office: • Wear your name badge on your right side, so it’s easier for prospects to “capture” your name when shaking hands.

  11. Reaching Out Body Language (Exhibitors and Prospects) Arms crossed “Don’t bother me” Response: “Palms up” gestures Slow your presentation

  12. Reaching Out Body Language (Exhibitors) Fig Leafing “I’m not confident” Response: “Parade Rest” stance Hold something

  13. Reaching Out Body Language (Exhibitors) Smile! 90% of the time, your prospects will smile back

  14. Reaching Out Body Language (Exhibitors) Look energetic “Dehydration is a soldier’s worst enemy”

  15. Reaching Out Body Language (Exhibitors) Look responsive Steepling of the hands shows confidence and indicates you are giving information they want

  16. Reaching Out Body Language (Exhibitors) Look comfortable Changing shoes will create different pressure points for your feet and saves your knees, back and legs

  17. Reaching Out Body Language (Exhibitors) By consciously sending warm, confident, positive signals at all times, you tell attendees that you are someone worth knowing.

  18. Reaching Out Body Language (Prospects) Face touching “I’m considering” Response: Let them take the lead Don’t rush them

  19. Reaching Out Body Language (Prospects) Fists clenched “I’m tense” Response: “Palms up” gestures Let them take the lead

  20. Reaching Out Body Language (Prospects) Palm rubbing “I’m eager” Response Move discussion forward

  21. Reaching Out Hold a pre-show meeting to discuss personal obstacles when engaging clients. Brainstorm strategies to eliminate these obstacles

  22. Relating To

  23. Relating To Speaking (finally!)

  24. Relating To Speaking Avoid the “no” response by constructing “open ended” vs. “closed ended” questions like “Can I help you?”

  25. Relating To Speaking “open ended” examples: “Of all you’ve seen at the show, what has interested you the most?”

  26. Relating To Speaking “open ended” examples: “What about our exhibit has caught your eye?”

  27. Relating To Speaking “open ended” examples: The best two opening words: “Tell me…”

  28. Reacting and Responding

  29. Reacting and Responding Speaking Observe the 80/20 rule: Listen 80% of the time Talk 20% of the time

  30. Reacting and Responding Do you have a clear, catchy, well-rehearsed 15 second “sound bite”? What are 2-3 benefits of working with your company? Does your presentation “tie in” to the state of North Carolina?

  31. Reacting and Responding Disengaging from a visitor “I’m glad we’ve had this opportunity to talk today” “I’ve taken enough of your time today...” “Thanks so much for dropping by…”

  32. Reacting and Responding Disengaging from a visitor The “walk and return”: “Well, I’d better get back to my booth…”

  33. Reacting and Responding Disengaging from a visitor “Based upon the information shared today, we can’t help you now, but here’s my business card, if I can help you in the future.”

  34. Reacting and Responding What if you don’t know an answer to a prospect’s question? If you don’t know the answer to a question, say so and use it as an excuse to follow up after the show with an answer.

  35. Recording

  36. Recording Over 80% of all leads generated at trade shows receive NO follow up/follow through. What causes this scenario? How can we prevent it from happening to us?

  37. Recording What information do you need to keep your dialog going after the show? What information would the people following up want to know to continue the dialog?

  38. Let’s Define a “Lead”…

  39. What is a “Lead”? a suggestion or piece of information that helps to direct or guide the sales person who is following up after the show an informative hand-off of critical information from trade show floor to sales rep trying to get a face-2-face meeting with the prospect

  40. Get Sales & Marketing On The Same Team

  41. What is a “Lead”? Marketing must engage sales to determine the top 5 or 6 clues toward the next step in the sales cycle.

  42. What is a “Lead”? Multiple-choice When do I follow up? When does your budget “open”? Who are you using now? Which of our services are most critical? Essay What plans do you have for expansion? The “Magic Wand” question

  43. What is a “Lead”?

  44. Recording Recording the visitor’s expectations on follow up demonstrates that you are listening, and relieves pressure on you immediately after the show.

  45. Planning & Practicing Recap Reaching Out Relating To Reacting and Responding Recording

  46. Planning & Practicing Recap http://www.skyline.com/blog/category/booth-staffing/ 44 Things a Booth Staffer Does Get More Trade Show Leads Better Booth Staffing for Greater Trade Show Results 13 Bad Booth Staffers Trade Show Exhibit Dress Code Trade Show Booth Etiquette: How to Be a Good Host Top Ten Tips for Trade Show Booth Staffing Ten Booth Staffing Secrets to Double Your Trade Show Lead Count Boing Beyond the Tip of the Iceberg of Booth Staff Training Your Trade Show Booth Staffers are Animals

  47. Planning & Practicing Recap Questions?

  48. Thank you! We’re here to help you make your next exhibiting experience the best ever!

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