Entire books have been written on making every minute and every contact count.
Here is the condensed version, the best of the best on how to act, and what to
say, and most important what not to do. You must have the attitude of "We are
eager to do business." The trade show can plan a unique role in leading a prospective
buyer from mild interest to the decisive act of placing an order. It can make
a significant contribution to shorten the decision making process.
Make sure
everyone on your exhibit team understands your objectives, goals, policies, procedures
and the differences between field sales, public relations and exhibit sales. We
all have five senses: touching, hearing, tasting, smelling and seeing. Ask yourself
and your team to come up with specific objectives for each category. Then test
individually for each sense. Here is a simple example: what could you put in your
booth that would make everyone feel good because it smells pleasant? (Hint: try
scented oil on light bulbs.)
Everybody who visits your exhibit will have a
predominant submodality that governs how he/she relates to your exhibit. If your
exhibit can trigger them in a positive way, you are way ahead of the competition
in making an impression and establishing rapport.
There is a sixth sense
I need to mention. It is the sense of intuition. How will people respond in their
heart, and their gut when they experience your exhibits? And there is a seventh
sense, it's your sense of humor. How you choose to look at things in life,
your attitude and outlook at the moment, determines the response. People appreciate
a good sense of humor and like to do business with people who make them feel good.
There is also an eighth sense that isn't mentioned enough - It's basic "common
sense". Just do the right thing.
Take the time to get to know your exhibit
neighbors well. Know their names, products and services. A little friendliness
will go a long way. Introduce qualified prospects to the neighbors who will do
the same for you.
In the first paragraph I stated "how to act." Can you remember
a time when you were at a show and people in an exhibit were dressed oddly, talking
loudly or acting inappropriately? Enough said. Many studies have proven that how
you look and act will influence the first impression long before you say a word.
Often people will approach your exhibit and form an opinion based on what they
experience before you have verbal contact with them.
You can design the
hottest exhibits and the most exciting product, but if you don't initiate interaction
and establish rapport with attendees, then it is all for nothing. Your team
must take responsibility for breaking the ice. Many people attending shows have
gotten ignored or approached aggressively by people working the show.
Here
are some basic tips on how to read the prospect. I'll keep it simple and break
them down into two types: 1) They talk to you, 2) You talk to them. Your opening
statement should be non-threatening and non-business related. Say something polite
to get their attention, and always be sincere. Here are three proven ideas that
work: read their name badge, mention their organization, always say something
positive. This is where it helps to do research by reading the Wall Street Journal,
local papers and industry magazines.
Comment on the show or location always
being positive. Asking "How are you today" is the question asked the most by non-pros
working the show. Attendees get asked this question often and get tired of answering
it. If they are having a fair day, you'll get a fair to poor response; or worse,
if they are having a bad day, you could get an earful. Asking about the weather
is another loose statement that may leave you open to undesirable reactions.
Be different by saying, "Finding everything you are looking for?"
Or "How do you like the show so far?" The best question to ask is "Thanks for
visiting. What prompted your interest in our exhibit?"Your ability to anticipate
the questions (all kinds of questions) plus train your trade show team on the
proper answers, will increase your ROI for the show dramatically!
Go back
and read this statement again, this is fact. These answers need to be written
and rehearsed and included as part of the pre-show planning and training phase.
Too often I have had people at shows admit to me "By the end of the show I was
getting the pitch down."
Your answer to the first question is the most
critical. It will determine if you qualify the customer, make a good impression
and inspire more interaction with the attendee. For many years I have tested this
fact. Here are my findings: When I ask an exhibitor upon approaching his/her booth,
"What do you do?" The responses are usually weak, and sometimes pathetic. Answers
such as "I work here". "I sell this stuff." "I'm supposed to stand here and look
good." "We knock your socks off." "I am the sales rep for this company, but I'm
looking for a move up so I don't have to work these shows. Do you know anybody
hiring?" The list goes on and on. The answer to the first question needs to be
what I describe as the "Aha" answer.
This is a complete statement that
defines what you and your organization do for clients/customers. It could be a
features, benefit and solution statement. It could be the mission statement. It
could be a third party testimonial from a satisfied client/customer. Example:
"Our clients/customers say we offer the finest service, and value in our (industry,
vertical market, location) and we guarantee (results, solutions, happiness). That's
why over 90 percent of our business is repeat business." The sole purpose
of the opening question and answer is to get the "Aha" response from the attendee.
You can tell if it works by watching if eyes widen, the head shakes, the jaw drops,
and you see a smile that says "Aha" or "Wow how do you do that?"
Phase Two,
the qualifying process:The average show encounter lasts 30 seconds to 5 minutes.
If your goal is to find and define qualified prospects (who have purchasing authority)
then your team will need to develop a series of questions to carry the conversation
and determine the needs and wants of the attendee. You have five objectives here:
- establish rapport quickly
- qualify the prospect, get the correct
information (write it down)
- do it in a timely manner
- agree on
the next action step
- disengage politely and move on to the next attendee
If
you, or your team members, are discussing matters beyond the purpose for exhibiting
at the show, remember that qualified attendees are walking right by your exhibit
on their way to your competition. Here are some more tips for keeping the conversation
flowing. Ask questions like a media reporter. Commit to having great listening
skills. Maintain enough eye contact to be comfortable. Ask open-ended questions.
Here is the best one to ask: Here are a few more to follow with: - What
is important to you about that?
- I would like to know more about that?
- Does
that work well?
- Does that work to your satisfaction?
- Does it get your
job done?
- That's interesting, could you tell me more?
- How does that work?
- Why does that happen?
- That's fascinating. Does it work all the time?
- (I
love this one, it's magic). If you could wave a magic wand over the (project,
object, product) what would make it work for you?
Demonstrating great communication
skills and being prepared with outstanding listening skills, superb questions
and definitive answers is important. Plus, you must be prepared for any and all
objections that come your way. Make sure your theme fits the event, make sure
the choice of clothing is comfortable, functional, and unique. Wear good shoes.
And make it fun." Here is a great suggestion. "A great way to stay focused
and keep your team organized is to create a lead form that is small, and right
to the point."
Home