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Issue #23 ~ September 15, 2009 Printer friendly PDF file
Best in Show!
Successful Expo Practices
So you’re having a booth at an expo or trade show. Good decision. They are an excellent source of leads with prospects that you can qualify on the spot and follow up with like a champion. Last week we looked at the first step which is thorough preparation to ensure you start off on the right foot. (If you missed the 11 preparation steps, click here to read them.)
Next, you need to have a game plan for success while you are at the show, so that is what we will look at this week. It’s not enough to just show up at your booth and expect people to start flooding in. A conscious effort to follow the preparation details, along with the four key factors below, will help your booth experience a profitable return on your investment.
DURING THE SHOW
1. Have a booth schedule for your staff
· If you are a one-man-show, you’re not alone. Many businesses have one person that wears many, if not all of
the hats in the company. If possible, find someone (maybe one of your best customers) to be with you for the
day. If not, then skip to #2 since you are used to handling everything on the fly.
· If your business is more than just you, a minimum of two people working your booth at a time is ideal. This
way you can meet more people, especially during the higher traffic times
· Studies show that of all the people who might stop and talk with you at your booth, 20% of those people will
not wait to talk to a company representative, 15% will only wait 30 seconds, 40% will wait 1 minute and 25%
will wait 3+ minutes. Why?
1.They think they will come back when you may not be busy
2.There might be some similar products in other aisles
3.They want to do a quick walk through first and come back. In many cases, by the time they do their walk
through and talk to a couple of exhibitors, they are too tired or now pressed for time and leave.
4.They may plan on coming back the next day
· Your staff may need breaks for lunch and relaxing. They may be more cheerful and effective if they don't have
stay at the booth all day long.
2. Greet people warmly, openly and smile
· Amazingly, this is often forgotten but an inviting attitude will give a valuable first impression
· Avoid having your back to the entrance whether you are with someone or not
· Avoid taking phone calls while working your booth. Try having your calls forwarded to someone not working
the booth.
3. Engage prospects with great questions
· Ask everyone that visits your booth excellent questions designed to uncover their need or desire for your
product or service
· Learn more about them than you teach them about you - you’ll have plenty of time for that with your follow-up.
But there is no quality follow-up unless you know what they need
4. Record all prospect information
· Encourage your staff to record everything they can learn about a prospect's needs and their experience with
your company if applicable
· Stress the importance of getting phone numbers and e-mail addresses
· Make sure you get the prospect’s e-mail address
· Did I mention to get their e-mail address? Your e-mail address list will become one of the most valuable
tools in your bag!
Well there you have it. Four tips to follow that will ensure your time at the business expo or trade show is well worth it. Check back next week for tips on following up with your prospects after the show is over.
Now, go get ‘em!
Successful Expo Practices
So you’re having a booth at an expo or trade show. Good decision. They are an excellent source of leads with prospects that you can qualify on the spot and follow up with like a champion. Last week we looked at the first step which is thorough preparation to ensure you start off on the right foot. (If you missed the 11 preparation steps, click here to read them.)
Next, you need to have a game plan for success while you are at the show, so that is what we will look at this week. It’s not enough to just show up at your booth and expect people to start flooding in. A conscious effort to follow the preparation details, along with the four key factors below, will help your booth experience a profitable return on your investment.
DURING THE SHOW
1. Have a booth schedule for your staff
· If you are a one-man-show, you’re not alone. Many businesses have one person that wears many, if not all of
the hats in the company. If possible, find someone (maybe one of your best customers) to be with you for the
day. If not, then skip to #2 since you are used to handling everything on the fly.
· If your business is more than just you, a minimum of two people working your booth at a time is ideal. This
way you can meet more people, especially during the higher traffic times
· Studies show that of all the people who might stop and talk with you at your booth, 20% of those people will
not wait to talk to a company representative, 15% will only wait 30 seconds, 40% will wait 1 minute and 25%
will wait 3+ minutes. Why?
1.They think they will come back when you may not be busy
2.There might be some similar products in other aisles
3.They want to do a quick walk through first and come back. In many cases, by the time they do their walk
through and talk to a couple of exhibitors, they are too tired or now pressed for time and leave.
4.They may plan on coming back the next day
· Your staff may need breaks for lunch and relaxing. They may be more cheerful and effective if they don't have
stay at the booth all day long.
2. Greet people warmly, openly and smile
· Amazingly, this is often forgotten but an inviting attitude will give a valuable first impression
· Avoid having your back to the entrance whether you are with someone or not
· Avoid taking phone calls while working your booth. Try having your calls forwarded to someone not working
the booth.
3. Engage prospects with great questions
· Ask everyone that visits your booth excellent questions designed to uncover their need or desire for your
product or service
· Learn more about them than you teach them about you - you’ll have plenty of time for that with your follow-up.
But there is no quality follow-up unless you know what they need
4. Record all prospect information
· Encourage your staff to record everything they can learn about a prospect's needs and their experience with
your company if applicable
· Stress the importance of getting phone numbers and e-mail addresses
· Make sure you get the prospect’s e-mail address
· Did I mention to get their e-mail address? Your e-mail address list will become one of the most valuable
tools in your bag!
Well there you have it. Four tips to follow that will ensure your time at the business expo or trade show is well worth it. Check back next week for tips on following up with your prospects after the show is over.
Now, go get ‘em!