Sandler Approach to Trade shows
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The document provides tips for effectively engaging with prospects at trade shows. It recommends developing goals and a plan before attending. At the event, the tips suggest drawing people into booths with content marketing and qualifiying prospects quickly through conversations to determine needs and set follow-ups. The document also reviews effective messaging, questions to ask prospects, and the importance of following up after the show to keep prospects engaged.
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Sandler Approach to Trade shows
- 1. ©1999-2016 Sandler Systems, Inc. All rights reserved. S Sandler Training (with design) is a registered service mark of Sandler Systems, Inc. Trade Shows
- 2. Trade Shows Lesson Outline ©1999-2016 Sandler Systems, Inc. All rights reserved. S Sandler Training (with design) is a registered service mark of Sandler Systems, Inc. 1 • Before you Go • Managing the Floor • After the Show
- 3. Before you Go • Have a goal for the event • Information, Opportunities, or People • Have a plan to connect with your prospects • Have a game plan for your team • Sending invitations to targets ©1999-2016 Sandler Systems, Inc. All rights reserved. S Sandler Training (with design) is a registered service mark of Sandler Systems, Inc. You can either have a plan or be a part of someone else’s
- 4. Setting up the Booth • Do you even really NEED a booth? • Ask for strategic floor locations (entrance, exits, ends, food) • Table/Chairs Setup – Table in the Back • Tape the Brochure to the Table (Copies under the table) • How to draw people into the booth ©1999-2016 Sandler Systems, Inc. All rights reserved. S Sandler Training (with design) is a registered service mark of Sandler Systems, Inc.
- 5. Building Credibility • Drip 5-8 pieces of content (LinkedIn especially) before and during the show. • Leverage Twitter #Hashtags During the Show • Offer separate talk with specific education (Top X number of XYZ problem solutions) and invite – let people self select. ©1999-2016 Sandler Systems, Inc. All rights reserved. S Sandler Training (with design) is a registered service mark of Sandler Systems, Inc.
- 6. Conversations on the Floor • Don’t pre-judge people walking by • Ask about their scenario? Get to YES or NO • Trade show is NOT for selling – it’s for qualification (QUICKLY) – TAKE NOTES • NO PAIN in public • Set follow- up appointments on the spot! ©1999-2016 Sandler Systems, Inc. All rights reserved. S Sandler Training (with design) is a registered service mark of Sandler Systems, Inc.
- 7. UFC + 30 Second Commercial • “Lots of people here – we’re not for everyone” • Top problems you solve – and who is your audience • Time • Pain Statements • Benefit • Hook Question ©1999-2016 Sandler Systems, Inc. All rights reserved. S Sandler Training (with design) is a registered service mark of Sandler Systems, Inc.
- 8. On the Business Card 1. (Pain Indicator) - What is your biggest Challenge when it comes to X? 2. (Impact) - If you had to guess – how big is this problem? 3. (Importance Level) - Scale of 0 to 10 – how important is this problem? ©1999-2016 Sandler Systems, Inc. All rights reserved. S Sandler Training (with design) is a registered service mark of Sandler Systems, Inc.
- 9. After the Show • Set aside 3-5 days after to do all the follow up • Post sell any appointments • Don’t hand out literature – SEND IT to them after the show based on the information you gathered. Add to Drip Campaign • TOUCH SOON – phone call, email, reference information you gathered at the show, Connect on LinkedIn • Debrief with team – outcomes/goals & Lessons Learned ©1999-2016 Sandler Systems, Inc. All rights reserved. S Sandler Training (with design) is a registered service mark of Sandler Systems, Inc.
- 10. Conferences / Educational Events ©1999-2016 Sandler Systems, Inc. All rights reserved. S Sandler Training (with design) is a registered service mark of Sandler Systems, Inc. • Make a plan to break out of your comfort zone and build new habits • Deal with risks of trying new things and fear of failure / success • Keep a hot list • Update your Playbook for next show
- 11. ©1999-2016 Sandler Systems, Inc. All rights reserved. S Sandler Training (with design) is a registered service mark of Sandler Systems, Inc. Melody Montgomery Sandler – Central Florida 407-740-7355 www.nhpd.sandler.com
Editor's Notes
- https://www.youtube.com/watch?v=hYXdV1qHZBI&feature=youtu.be&app=desktop https://learn.sandler.com/mod/page/view.php?id=2191
- Ten tips to get the most out of a trade show. Trade shows are to salespeople what Christmas is to retailers. They offer a brief period when you have the potential to really overfill your leads pipeline. To make the most out of a trade show, follow these ten steps. 1. Obtain a list of attendees at least two weeks before the show. Plan to meet with targeted prospects at the booth, in your hospitality suite or over breakfast or dinner. Confirm meetings beforehand. 2. Use a team approach. Take advantage of your peers - meet often to debrief prospects, strategies and new ways to attract people into your booth. 3. Arrive a day early and stay a day (or two or three) late. Arriving early ensures you are rested and organized on the first day of the show. Staying later gives you a chance to see hot prospects who might otherwise deteriorate and suffer the dreaded disease "show fever," an affliction that affects trade show attendees approximately 12 to 48 hours after the show ends.
- 4. Consider conducting a group meeting for prospects who show interest at your booth. Invite them to see you in your hospitality suite either that evening or the next for a formal discussion/presentation of your service. 5. Draw people into the booth. People do business with people, which means you need to retune your bonding skills for these brief encounters. Are you chasing people away by lingering in front of the booth, like a vulture awaiting its prey? 6. Sift the prospects from the suspects. You don't have to tell your story to everyone. . . and it's OK to ask questions to determine who is qualified to hear your story. 7. Don't serve as an educator to everyone. Ask questions to determine who gets your time and energy. At the same time, look for a decision, even if it's a no, from the prospects you talk to at the booth. Sometimes it's worse to have too many leads after a show than too few.
- 8. Know that the pace of trade show selling is more accelerated than the standard sales call. While you are selling one prospect, ten more could pass you by. Get the proper training to juggle prospects simultaneously. Learn how to get prospects to tell you what they want in a hurry. 9. You must want to work a show, not view it as a duty you've been called on to perform. Without the right internal motivation, no one could possibly endure the grueling pace a busy trade show demands. Assign it to someone else if you aren't up to the task. 10. Know ahead of time what your plan is for post-show behavior. How will you combat show fever?