The document provides tips and guidelines for booth representatives to effectively engage with attendees at industry events by attracting their interest, qualifying them to understand their needs, demonstrating products or services to meet those needs, and extending the conversation with follow up actions. It outlines strategies for each stage including proper body language, asking open-ended questions, telling impactful stories, and getting commitments for future contact. The overall goal is to increase leads, sales, and have an enjoyable experience for both the representative and attendees.

1. BOOTH BRUSH-UP
How to stand out, sell more,
and have fun on the show floor
These are sample slides to illustrate Spark’s general program
content and style. Our training is always evolving, so the
slides we use for your staff may be somewhat different.

2. The Opportunity

3. The Challenge

4. The Difference

5. My Goals
1. Increase your value to (company)
2. Increase your hot lead count
3. Less effort, more fun!

6. Agenda
1. The Players
2. Attracting
3. Qualifying
4. Demonstrating
5. Extending
6. Wrap up

7. 1. THE PLAYERS

8. How do they see you?

9. 1. You
ARE
(your
company)

10. 2. They
care
about
THEM

11. 3. They
speak
SUB-
TEXT

12. 4. They want
a
REAL
PERSON

13. 5. They take
all their
CUES
from
YOU

14. 2. ATTRACTING

15. Your Goal
Look like someone
you’d like to talk to.

16. Send the Right Subtext
TO “SAY” THIS DO THIS
“I’m eager to help you.” Location in booth
“You won’t get ganged up on.” Alone or group?
“I’m feeling energetic.” Leaning or free?
“I’m capable of helping you.” General appearance?
“It’s OK to approach me.” Open/closed posture?
“I want you to know who I am.” Badge placement?
“You won’t compete for my attention.” Food/drink/phone?
“I’m eager to talk with you.” Expression/eyes

17. “WHAT’S MY SUBTEXT?”
(or: “How to Lose Sales
Without Even Trying!”)

37. 3. QUALIFYING

38. Your Goal
1. Establish trust.
2. Have them feed their
pitch to you.

39. Your Target
1. Who are they?
2. What’s their thorn?
3. What tweezers
appeal to them?

40. SPARKY’S TIP #1:
A great attitude
beats a great product.

41. SPARKY’S TIP #2:
The right question
beats the right answer.

42. 8 1/2 “Open” Qualifiers
1. “What brings you to the show?”
L1: Booth’s edge
2. “What’s caught your eye on the floor?”
(casual, general)
3. “What can I help you find?”
4. “What do you do for [company]?”
L2: Inside booth 5. “What’s your biggest challenge?”
(probing,
task-centered) 6. “What’s your role in making that happen?”
7. “Let me see if I’ve got this:You’re...”
L3: At display 8. “This [product] has [benefit]. How would
(challenging) that help you?”
Just L: If you’re 8 1/2. “Before you go, could I point out a
shot down few things that might interest you?”

43. TRY ME:
EXERCISE:
Baseline
“Qualify Me”
Presentations,
Take 2

44. 4. DEMONSTRATING

45. Your Goal
Answer their ultimate
question: WIIFM?

46. SPARKY’S TIP #3:
A good story
beats a good fact.

47. SPARKY’S TIP #4:
The right feature
beats the most features.

48. SPARKY’S TIP #5:
Show beats tell
(and give beats show)

49. “Directed Discussion”
BE METHOD
Quick Intro, questions, follow-up, see ya
Clear Plain English, define terms, no pronouns
Show Don’t tell (and give beats show)
Relevant Relate everything to customer needs
Benefit-focused Link features to their bottom-line benefits
Engaging Stories: success, inside scoop, cautionary tales
“Are you familiar with...?” “Would this help?”
Connected
“Should I re-phrase that?”
Positive Don’t contradict, dismiss, denigrate, confide
“Great question! I’m not sure. I’ll find out for
Honest
you within 24 hours. How can I reach you?”

50. 5. EXTENDING

51. Your Goal
Get a firm, eager commitment
to a follow-up action.

52. Parting Shots
GOAL METHOD
Get feedback “Where all you with all this?”
Reinforce “Based on your needs, I really think our
benefits product can provide A, B and C.”
Get contact info Scan badge, get card, etc.
Give info Give card, literature, samples, schwag
Booth events: game show, book signing, etc.
Offer contact Show events: keynote, party
options Post-show public events: Release party, Webinar
Post-show one-on-one: teleconference, meeting
“Thanks so much for sharing your challenges
Show gratitude
with me.”
Handoff “What else can we help you find today?”

54. ATTRACTING QUALIFYING
NAME ONE
DEMONSTRATING EXTENDING