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Maximizing Your ROI at Trade Shows

At-Show Sales Techniques
With

Melanie Wood
Of

M.H. Wood Consulting
March 3, 2010

MHWood Consulting LLC,
all rights reserved 2010 1


 This presentation was originally delivered in a live 3-part
webinar series at www.PlannersConnect.com , Successful
Meetings magazine’s community for meeting
planners, exhibitors, business travel and other industry
professionals.

 We recommend you follow the link below to...
 View all three recorded webinars
 Download the handouts, workbooks, tip sheets and articles
 Join the discussion group for this event , post your own questions

 Click here: http://bit.ly/ROI-Webinar-Group
 Registration and the webinars are free and privacy-protected

MHWood Consulting LLC, all rights
reserved 2010 2


 Agenda
 Brief Review

 Response Group Discussion Question—
 How Do I Capture Quality Leads at a Trade Show?

 Why Selling at Trade Shows is Different from a
Regular Sales Call
 Five steps to Developing your At-Show Plan to
Maximize Your ROI at Trade Shows
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“Exhibitions can be compared to a portable
version of your company that is
temporarily placed in a unique type of
shopping mall that attracts an exclusive
set of shoppers. It brings sincere buyers
and sellers together.”

**Trade Shows. . . Their Hidden Value During These Uncertain Times; Marc Goldberg and E. Jane
Loirmer, White Paper written for Skyline Exhibits

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The Sales Process

Make
Identify Qualify Set Travel to Face-to-Face
The
Prospect Prospect Appointment Appointment Meeting
Deal

At a quality trade show, you can see many
prospects face to face when they're most focused
and receptive to your message and “ready to
buy”
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On-Line Group Discussion Question:

 How do I capture quality sales leads when I
exhibit at a Trade Show?

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I’d like to hear from you now. Tell me what a
quality sales lead is for you/your company…
For example:

 Is it a company in a certain geographic region?
 A company with a certain number of employees?
 A company with a a certain budget amount to spend on
your type of product/service?
 A company looking to make a buying decision in the next
4 weeks? 6 weeks? 3 months?
 CHAT
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 A word about Electronic Lead Forms…

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Golden Nugget to Remember!!

 Collecting Quality Sales Leads helps to build your
customer database and allows for some excellent
and very customized follow up!

 More about Follow-Up in Webinar Session #3

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At-Show
Five Reasons you can’t sell the same way at a
tradeshow:

1.) Visitors get a large dose of information in a short time
2.) Visitors are talking to your competition at the show.
3.) Visitors are tired.
4.) Visitors are usually members of a team who make
buying decisions.
5.) Visitors give you only minutes to capture their
attention during the show as opposed to a 30
minute or 1 hour sales call.
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 So --- what does the actual selling encounter
consist of at the show?????

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AT-SHOW
The Actual Selling Encounter

Engagement of Prospect . . . . . . . . . . . . 3 seconds
Prospect Profile Matching . . . . . . . . . . . 30-45 seconds
Qualification of Prospect’s Needs . . . . . 3-6 minutes
Communicating your message
and next step . . . . . . . . . . . . . . . . . . . . . . 60 seconds
___________________________________________
Total Time . . . . . . . . . . . . . . . . . . . . . . . . .less than 8
minutes
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Let’s move on…..

You’re at your booth. It’s the moment
you’ve been waiting for—a prospect stops

What next???

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Step #1 At-Show

o On-floor engagement - 3 seconds
o Use a product or situation specific question to engage
the prospect.
o How familiar are you with our line?

o If the prospect is looking at a particular piece/product
in your booth, mention something unique about the
process that was used to create the piece and ask if
they’re familiar with it.

reserved 2010 15


Step #1 At-Show
o On-floor engagement - 3 seconds

o If you represent a specific property and have
videos/photos of it that the buyer is looking at, mention
something specific about it…
o I see you’re looking at the mountain vista on the
video/photo. How familiar are you with that
part of the country?

reserved 2010 16


Step #1 At-Show

Let’s Role Play this for a moment…

I’d like to hear examples from you of “on-floor”
engagement questions that you could ask!

Please send them to me now…CHAT

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Step #2 At- Show
Prospect Profile Matching 30- 45 seconds
o Once you’ve engaged the prospect in conversation, how do you find out
quickly if you could do business together?
o Here’s how…
o “What properties/products have you used as incentives for your
employees?
o “What price points are you looking for?”
o “What employee incentives have you found to be the most
successful for you?
o “How are you involved in the buying process for your
company?”
reserved 2010 18


Step #3 At-Show
o Qualification of the prospect’s needs 3- 5 minutes
o If you’ve determined the prospect is a good one for your
property/product, you’ll want to find out exactly how and to what extent.
That means it’s time to learn more about their specific retail needs by
asking the right questions.
o Here’s how …
o “What are the top three things you expect from a
planner/property/rewards program vendor?”
o Tell me more about the scope of your reward/award program. How
many employees will vie for the reward/award? Etc…
o What’s your decision making time frame?”

reserved 2010 19


Step #4 At-Show
Communicating your message and determining the “next
step” 60 seconds

o At this point you’ve listened to your prospect and
gathered sufficient information to know this is a good
prospect for you. So…how do you move forward?

o Here’s how…..
o It looks like our product/service/property
meets the criteria you’re looking for. What
would you MHWood Consultingas the next step?
like to see LLC, all rights
reserved 2010 20


What insights did you get from
today’s session?

reserved 2010 21

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Maximizing Your Trade Show Roi At Show

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