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."
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