Boothmanship Put the power of face-to-face marketing to work for you. A presentation for CIPH Trade Show Exhibitors by the Canadian Institute of Plumbing & Heating
Thank you for exhibiting in Western Canada’s largest plumbing, hydronics, HVACR and water treatment trade show.
Plumbing Heating Air Conditioning Refrigeration Ventilation Kitchen & Bath CIPHEX visitors come from all industry sectors. Hydronics Pipe, Valve & Fittings Water Treatment Education Solar Geothermal
Each sector sends their decision-makers to the show. These are the people whose buying decisions affect your bottom line. Planning and preparation can help your sales staff qualify more leads and close more sales.
3,000 visitors are expected – here’s the percentage breakdown from 2010
CIPHEX visitors are qualified buyers. 53% of visitor’s companies purchase more than $5 million in industry products each year.
<ul><li>77% of 2010 visitors said they planned to buy new products they saw, or from new suppliers they met, at CIPHEX West. </li></ul><ul><li>Your exhibit, and your booth staff’s performance, can have a direct affect on their decision to purchase from your company, or from a competitor. </li></ul><ul><li>Setting clear objectives and specific sales tactics will help you get more qualified leads at the show and convert them into new customers. </li></ul>
Biggest complaints visitors have about exhibitors <ul><li>They were too busy to talk to me. </li></ul><ul><li>They were unprepared and didn’t seem to want to be at the show. </li></ul><ul><li>They could not answer my questions. </li></ul><ul><li>HINT: Visitors like to meet technical experts and senior managers, not just sales staff. </li></ul><ul><li>4. They did not listen to/answer my questions. </li></ul>
Here’s a few simple ways that you and your sales staff can be more effective at CIPHEX West.
Acknowledge people when they enter your booth The average visitor will wait less than 1 minute to speak with a booth staffer. Make every guest in your booth feel important. If you are speaking with someone else, acknowledge a prospect waiting in your booth immediately… even just to say “I’ll be with you in just a moment.” Plan to have enough staff in your booth to ensure prompt welcoming and qualifying of every visitor.
Stand up! Prospects are far less likely to approach you if you are seated. If seating is essential, especially later in the show when feet and backs get tired, consider using a stool, so that you can remain at eye level with prospects.
Never eat or drink in your booth It looks unprofessional and can make your booth look untidy if dishes are visible. Make sure you have enough staff working at the show so that everyone has sufficient time for meal breaks.
Be ready for prospects at all times Visitors will not interrupt booth staff who are in conversation with a co-worker… or worse yet, checking email! They’ll just move on to the next booth, which might be your competitor’s! A few minutes in idle conversation with a co-worker, or online, can mean lost sales.
Do not talk on your cell phone in the booth Unless you want the person standing in your booth to think that you are not interested in doing business with them!
Limit time with current customers and colleagues You have a limited number of selling hours at the show so make the most of the time available. Make appointments to get together with current customers, co-workers and industry friends outside of show hours so that you can focus on new customers and leads during the day.
And finally… after the show… FOLLOW UP WITH EACH AND EVERY LEAD
Follow up with leads within 10 days of the show and you will be ahead of 90% of your competition.
Thank you for exhibiting in CIPHEX West 2012. We appreciate your business – and are committed to helping you have a successful and profitable show experience.