Exhibitor training - AFP 2010 - Part 2

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Trade show training Part 2 for exhibitors at AFP 2010.

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  • I think you start off with the most important point - the employees who are working in your trade show booth are the most important investment in the show you can make. Without enthusiasm and knowledge on their part, even the best display and pre- and post-event follow-up will fall flat. You definitely want your best people representing you at a trade show.
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  • What doing to prove worth in time and money? All about the experience!!! What if you offered 100% money back guarantee if you didn’t produced what promised? Would you make a point of trying harder?
  • What doing to prove worth in time and money? All about the experience!!! What if you offered 100% money back guarantee if you didn’t produced what promised? Would you make a point of trying harder?
  • What doing to prove worth in time and money? All about the experience!!! What if you offered 100% money back guarantee if you didn’t produced what promised? Would you make a point of trying harder?
  • Exhibitor training - AFP 2010 - Part 2

    1. 2. 3 Step Process
    2. 3. At the Show
    3. 4. Make Your People Your Marketing Team
    4. 5. <ul><li>Let them know… </li></ul><ul><li>Why you’re exhibiting </li></ul><ul><li>What you’re exhibiting </li></ul><ul><li>What you expect of them </li></ul><ul><li>Their roles & responsibilities </li></ul>
    5. 6. Company AMBASSADORS ! Remember…
    6. 7. Meet and Greet Gather Information Get a Commitment Present Your Resources Questions to Anticipate
    7. 9. Create a positive first impression
    8. 10. 85% of the visitor’s impression about your exhibit is determined by your attitude and behavior Incomm Center for Research
    9. 11. 80% of a final decision can be influenced by the stand interaction Incomm Center for Research
    10. 12. Exhibiting Etiquette
    11. 14. Your purpose: Understand specific problems/challenges AND what created their need!
    12. 15. Relate directly to your goals & objectives Questions you ask…
    13. 17. Ask Powerful Questions 5W/H
    14. 18. The 5W/H Formula
    15. 19. Tell me about… Best Ever Starter Question
    16. 20. Listen to the Answers
    17. 21. <ul><ul><li>80% Listening </li></ul></ul><ul><ul><li>20% Talking </li></ul></ul>80/20 Rule
    18. 22. “ As we question and listen, we develop credibility with the customers and build solid business relationships.” Douglas Eden, President Malt Americas
    19. 23. Ask More Powerful Questions 5W/H
    20. 24. … to find out as much as possible in the shortest time © 2010 Susan Friedmann, CSP, The Tradeshow Coach
    21. 26. <ul><li>Tailor your message </li></ul><ul><li>Stress benefits </li></ul><ul><li>Involve the visitor </li></ul>Guidelines…
    22. 28.  Answer questions  Complete lead form  Agree on follow-up  Shake hands  Give gift - token
    23. 29. Establish a sales action before the visitor leaves!
    24. 31. After the Show
    25. 32. Develop a Follow-Up System
    26. 33. <ul><ul><ul><li>Develop a follow up plan BEFORE the show! </li></ul></ul></ul>
    27. 34. <ul><li>Organized, systematic approach </li></ul><ul><li>Based on a ranking system </li></ul><ul><li>Be timely! </li></ul>Follow-Up Plan
    28. 35. <ul><ul><ul><li>Who? </li></ul></ul></ul><ul><ul><ul><li>What? </li></ul></ul></ul><ul><ul><ul><li>How? </li></ul></ul></ul><ul><ul><ul><li>By when? </li></ul></ul></ul>Follow-Up Plan
    29. 36. “ Thank you” email to all Action based on lead rank - Phone A leads promptly - Send B leads info packet - Add C leads to database cd Example…
    30. 37. Make sales reps accountable for every lead they receive! The Golden Rule…
    31. 38. Trade Show Success Secret…
    32. 39. FOLLOW-UP & TRACKING The Secret…
    33. 40. 80% Leads not followed up
    34. 41. Measure Results
    35. 42. Return on Investment Total number of sales Total show expenses = ROI Measure Results
    36. 43. <ul><ul><li>Goals/ROO/ROR/ROI </li></ul></ul><ul><ul><li>Promotion campaign </li></ul></ul><ul><ul><li>Presentations/demonstrations </li></ul></ul><ul><ul><li>Staffing </li></ul></ul><ul><ul><li>Challenges </li></ul></ul><ul><ul><li>Improvements </li></ul></ul><ul><ul><li>Cost per lead </li></ul></ul>Measure Results
    37. 44. Visit Exhibitor Resource Center www.afpexhibitor.org
    38. 45. www.thetradeshowcoach.com 518-523-1320

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