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Effective Exhibit Selling

Effective Exhibit Selling. 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

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Effective Exhibit Selling

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  1. Effective ExhibitSelling

  2. Why Trade Shows

  3. 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

  4. 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

  5. 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

  6. 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)

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

  8. The Big Idea

  9. The Big Idea 90% of what visitors remember about your booth will be based on the staff

  10. Tactical and Practical

  11. Marketing “Stage” = Exhibit

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

  13. Blueprint of a good booth staffer • Product knowledge • Approachable • Professional • Good listener • Experienced in the process

  14. Behavior Basics • Attitude • The Hand Shake • Dress/ Uniform • Name Tag • Body Language

  15. The “NO” List • Cell Phones • Hands in Pockets w/ Loose Change • Sitting • Playing with Computers • Talking with Each Other • Eating or Drinking

  16. 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!

  17. Exhibit Selling

  18. Trade Show Selling • How it’s different • Time is of the essence • 1 Minute • 2-3 Minutes • 3-5 Minutes • Telling is not selling!

  19. 4 Steps to EffectiveTrade Show Selling • Engage • Qualify • Present • Close

  20. Engage • Open-ended Questions • Related to your Products/ Services • Build rapport

  21. Qualify • Top 3, Top 5, Top 10 questions • Ask, Listen • Assure • Record

  22. Present • Demo Stations • Benefits-oriented statements • Use Story format • “Power words”

  23. 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

  24. Last, But Not Least

  25. 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…

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