Maximizing Your ROI at Trade Shows


            At-Show Sales Techniques
                                   With

       ...
Maximizing Your ROI at Trade Shows

 This presentation was originally delivered in a live 3-part
  webinar series at www....
Maximizing Your ROI at Trade Shows

       Agenda
            Brief Review

            Response Group Discussion Quest...
Maximizing Your ROI at Trade Shows


“Exhibitions can be compared to a portable
  version of your company that is
  tempor...
The Sales Process

                                                             Make
Identify    Qualify       Set      Tr...
Maximizing Your ROI at Trade Shows

On-Line Group Discussion Question:

 How do I capture quality sales leads when I
  ex...
Maximizing Your ROI at Trade Shows

I’d like to hear from you now. Tell me what a
  quality sales lead is for you/your com...
MHWood Consulting LLC, all rights
        reserved 2010               8
Maximizing Your ROI at Trade Shows



 A word about Electronic Lead Forms…




            MHWood Consulting LLC, all rig...
Maximizing Your ROI at Trade Shows

              Golden Nugget to Remember!!

 Collecting Quality Sales Leads helps to b...
Maximizing Your ROI at Trade Shows

                               At-Show
Five Reasons you can’t sell the same way at a
 ...
Maximizing Your ROI at Trade Shows


 So --- what does the actual selling encounter
  consist of at the show?????




   ...
Maximizing Your ROI at Trade Shows

                              AT-SHOW
                        The Actual Selling Encou...
Maximizing Your ROI at Trade Shows


Let’s move on…..

   You’re at your booth. It’s the moment
   you’ve been waiting for...
Maximizing Your ROI at Trade Shows

                Step #1                         At-Show

o    On-floor engagement - 3 ...
Maximizing Your ROI at Trade Shows

                   Step #1                         At-Show
o       On-floor engagement...
Maximizing Your ROI at Trade Shows

          Step #1                        At-Show

      Let’s Role Play this for a mom...
Maximizing Your ROI at Trade Shows

                Step #2                          At- Show
     Prospect Profile Matchi...
Maximizing Your ROI at Trade Shows

                   Step #3                          At-Show
o    Qualification of the ...
Maximizing Your ROI at Trade Shows

              Step #4                     At-Show
Communicating your message and deter...
Maximizing Your ROI at Trade Shows



   What insights did you get from
    today’s session?



         MHWood Consulting...
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Maximizing Your Trade Show Roi At Show

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Step by Step instructions on how to effectively exhibit at Trade Shows and maximize the investment you make to exhibit. This is Part 1 of a three part series. Part 1 is guide to Pre-Show Planning. Part 2 is a guide to At-Show sales techniques for your booth staff. Part 3 is a Post Show guide on how to effectively follow up on Trade Show sales leads.

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  • Great tips! What most exhibitors forget is the fact that LISTENING is more important than talking. It's very difficult to recommend the right product for them if you aren't listening to their needs or concerns. Thanks for sharing!
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Maximizing Your Trade Show Roi At Show

  1. 1. 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
  2. 2. Maximizing Your ROI at Trade Shows  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
  3. 3. Maximizing Your ROI at Trade Shows  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 MHWood Consulting LLC, all rights reserved 2010 3
  4. 4. Maximizing Your ROI at Trade Shows “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 MHWood Consulting LLC, all rights reserved 2010 4
  5. 5. 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” MHWood Consulting LLC, all rights reserved 2010 5
  6. 6. Maximizing Your ROI at Trade Shows On-Line Group Discussion Question:  How do I capture quality sales leads when I exhibit at a Trade Show? MHWood Consulting LLC, all rights reserved 2010 6
  7. 7. Maximizing Your ROI at Trade Shows 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 MHWood Consulting LLC, all rights reserved 2010 7
  8. 8. MHWood Consulting LLC, all rights reserved 2010 8
  9. 9. Maximizing Your ROI at Trade Shows  A word about Electronic Lead Forms… MHWood Consulting LLC, all rights reserved 2010 9
  10. 10. Maximizing Your ROI at Trade Shows 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 MHWood Consulting LLC, all rights reserved 2010 10
  11. 11. Maximizing Your ROI at Trade Shows 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. MHWood Consulting LLC, all rights reserved 2010 11
  12. 12. Maximizing Your ROI at Trade Shows  So --- what does the actual selling encounter consist of at the show????? MHWood Consulting LLC, all rights reserved 2010 12
  13. 13. Maximizing Your ROI at Trade Shows 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 MHWood Consulting LLC, all rights reserved 2010 13
  14. 14. Maximizing Your ROI at Trade Shows Let’s move on….. You’re at your booth. It’s the moment you’ve been waiting for—a prospect stops What next??? MHWood Consulting LLC, all rights reserved 2010 14
  15. 15. Maximizing Your ROI at Trade Shows 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. MHWood Consulting LLC, all rights reserved 2010 15
  16. 16. Maximizing Your ROI at Trade Shows 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? MHWood Consulting LLC, all rights reserved 2010 16
  17. 17. Maximizing Your ROI at Trade Shows 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 MHWood Consulting LLC, all rights reserved 2010 17
  18. 18. Maximizing Your ROI at Trade Shows 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?” MHWood Consulting LLC, all rights reserved 2010 18
  19. 19. Maximizing Your ROI at Trade Shows 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?” MHWood Consulting LLC, all rights reserved 2010 19
  20. 20. Maximizing Your ROI at Trade Shows 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
  21. 21. Maximizing Your ROI at Trade Shows What insights did you get from today’s session? MHWood Consulting LLC, all rights reserved 2010 21

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