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Table Talk: Successful Ideas, Displays & Words that Sell Memberships

Table Talk: Successful Ideas, Displays & Words that Sell Memberships. Pre-show Onsite Post-show NSA benefits. Pre-Show Preparations. Logistics & Preparations Benefits, Offers & Promotions Design, Look and Feel Set Goals & Measure Success Plan Ahead for Success.

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Table Talk: Successful Ideas, Displays & Words that Sell Memberships

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  1. Table Talk: Successful Ideas, Displays & Words that Sell Memberships • Pre-show • Onsite • Post-show • NSA benefits

  2. Pre-Show Preparations • Logistics & Preparations • Benefits, Offers & Promotions • Design, Look and Feel • Set Goals & Measure Success Plan Ahead for Success

  3. Pre-Show Preparation: The 6 Bs • B Plan: Prepare for unforeseen problems that prevent you from manning the table. Have a backup exhibitor! • Be Aware of all Deadlines: Know the deadline dates for receiving materials, ordering services and booth equipment (tables, chairs, carpet etc. if not provided).

  4. Pre-Show Preparation: The 6 Bs • Booth Set Up and Dismantle: Know when you can set up and tear down. Avoid starting late and leaving early. • Be Product Prepared: Review, know and be prepared to talk about benefits and services. Tip: Play Trivial Pursuit using questions centered on your products and services

  5. Pre-Show Preparation: The 6 Bs • BePrepared: Pack your “Essentials Kit” and bring it to all shows. • Booth Materials: NSA materials should be ordered in advance using the NSA order form at:https://www.nsacct.org/affiliated.asp?id=112

  6. Pre-Show Preparation: Offer, Benefits, Promotion • What incentives if any? • Which benefits get more attention? • Giveaways or drawings or both? • Preshow promotion

  7. Pre-Show Preparation: The Offer Best New Member Incentives • First Year Dues Discount • Conference/Convention Discount • Free Trial • Member Referral Incentives • Free Gifts or Premiums Tip: Try discount coupons /gift certificates that require future contact to redeem.

  8. Pre-Show Preparation: The Offer/Incentive Give Your Efforts a Sense of Urgency Specific deadlines, respond by dates, early bird discounts are proven to move members and prospects to act. Deadlines that give too much time are no good as they give people too much time to think, which means your offer is not urgent.

  9. Pre-Show Preparation: Table Design • Remember you have limited space on the table(s). Less can be more. • Try the handwritten dry erase benefit board—it does work. • 5 to 10-Second Rule: visually identify who you are and what you do in ten seconds or less.

  10. Pre-Show Preparation: Goals & Measurement To get a reasonable approximation of how many contacts you can see at a show, multiply the number of show hours times the number of staff times five. 8 show hours; 1 table staff: 8 show hours x 1 staff x 5 = 40 contacts

  11. Pre-Show Preparation: Goals & Measurement • Know your goals. Spell out exactly what you hope to accomplish. • What defines success? # of leads, # of new members, or simply building awareness? • Collecting & qualifying leads. • Don’t forget post-show follow-up opportunities.

  12. Onsite • Staffing Do’s & Don’ts • Attitude is Everything • Face-to-Face Communication

  13. Onsite Staffing Tips • Exhibitors Behaving Badly: Use positive body language. Avoid problem behaviors such as crossing arms, slouching, eating, drinking, ignoring attendees, chatting with peers, cell phone use, etc. • Sew Pockets Shut: Keep hands out pockets, a behavior that is unattractive and off-putting. • SMILE: And make eye contact. • What Not to Wear: Present a professional image.

  14. Onsite: Effective Communication Tips Have a Unique Selling Pitch On average, your selling message has less than 10 seconds to grab attention or it’s lost. Have a strong opening offer and provide reasons to read it, give proof it’s the best offer with triggers to get a response now.

  15. Onsite: Effective Communication Tips • The Name Game: Relationship building is easier and more effective when you use the other person’s name. People respond positively to hearing their own name. • Listen: The best questions begin in silence. Embrace the 80/20 rule —listen 80% of the time. The data they’re sharing is invaluable and helps frame more appropriate questions throughout the conversation.

  16. Onsite: Effective Communication Tips • Ask Open Ended Questions: The first question you ask should never be one that can be answered with a “Yes” or “No.” This is an easy way to give them permission to end the conversation quickly. Known as “closed questions, “Yes” or “No” answers, don’t help you to understand their needs. Focus on questions that invite attendees to tell you more about themselves, their challenges or their particular situations (their stories).

  17. Onsite: Effective Communication Tips • Follow Up With a Relevant Question: When a visitor tells you their story about a particular situation, your very next question must relate to what they’ve just told you. • Compliment Them: If you find yourself with a visitor who’s reluctant to talk, try a compliment. It’s a subtle, yet powerful. A simple “I’d really like to know what you think about X,” or “What’s your opinion on Y” will often get people talking.

  18. Post-Show • Follow Up by Phone, Email & Mail: Maximize the return you realize by following up on every lead. Use your notes to personalize your follow up. • Follow Up Again: Once is not enough. • NSA Can Help: Send your prospects to us for additional follow up. • Assess, Review & Evaluate: To help prepare for the next time.

  19. NSA Benefits • CCH “What’s New In Tax” Online Database: Updates, alerts, 18+ journalshttps://www.nsacct.org/members.asp?id=672 • Year Round NSA Tax Help Desk: Active & Associate members get 5 free questions each year. • NSA Tax Talk: Member email tax discussion forum.

  20. NSA Benefits • Income & Fee Survey: Free online to members—shows average fees. • Software Search: Free report based on member input. • Online Business Card: On “Find a Professional” directory.

  21. NSA Benefits • NSAlert & NSA MemberLink: E-newsletters delivered to members every week • Main Street Practitioner & NSA Technology Advisormagazines • CPE: Webinars, discounts on Tax Forums, some ASO CPE, self-study including CCH, Surgent & EA course

  22. NSA Benefits • Online Document Library: Sample engagement, disclosure and other letters, client tools, and more. • Discounts: 30% off CCH, discounts on Quickfinder, TaxBook, file back up, credit card processing. • Insurance: Professional liability, health, life, long term care

  23. NSA Benefits • Representation: NSA on the Hill and at the IRS—protecting your right to practice. • NSA Membership Certificate NSA membership: the more you use it, the better it gets!

  24. NSA Benefits • ASO Resource Page: Order form and sample of most materials available. Plus download a membership PowerPoint presentation. https://www.nsacct.org/affiliated.asp?id=112 • NSA on FaceBook, Twitter and Linked In

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