trade show sales - how do you stack up? test yourself
Post on 21-Jan-2017
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A live webinar by
TRADE SHOW SALES: TEST YOURSELFTRADE SHOW SALES: TEST YOURSELFTRADE SHOW SALES: TEST YOURSELFTRADE SHOW SALES: TEST YOURSELF
bit.ly/showsecrets
About Udi LedergorAbout Udi LedergorAbout Udi LedergorAbout Udi Ledergor
� Four-time VP Marketing
� Planned and managed
hundreds of trade shows
around the globe
� Author of the #1 Amazon Best
Seller, The 50 Secrets of Trade
Show Success
Pre-show
Marketing
Booth
Experience
Sales
Execution
Post-show
Follow-up
TRADE
SHOW
SALES
PrePrePrePre----Show MarketingShow MarketingShow MarketingShow Marketing
Best Practice #Best Practice #Best Practice #Best Practice #1111: Email Campaign: Email Campaign: Email Campaign: Email Campaign
• Turn prospects into
customers: send
interesting information
about your products
• Keep in touch with past
customers!
• Invite all to meet you at
the show
@
@
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@
@
@ @
Best Practice #1 : Email Campaign (cont.)Best Practice #1 : Email Campaign (cont.)Best Practice #1 : Email Campaign (cont.)Best Practice #1 : Email Campaign (cont.)
Best Practice #1: Email Campaign (cont.)Best Practice #1: Email Campaign (cont.)Best Practice #1: Email Campaign (cont.)Best Practice #1: Email Campaign (cont.)
EEEE----mail campaigns: rate yourselfmail campaigns: rate yourselfmail campaigns: rate yourselfmail campaigns: rate yourself
A B
C D � We do not email our customers
before a show
� We maintain a segmented
database of customers,
prospects, suspects, and past
customers
� Marketing automation
� Specific campaigns per segment
� We send promotional emails to
some of our customers/
prospects
� No automation
� We have a database of our
existing customers
� eMarketing
Best Practice #2: Social MarketingBest Practice #2: Social MarketingBest Practice #2: Social MarketingBest Practice #2: Social MarketingM
AIN
TAIN
SH
OW
CA
SE
• Your presence at the show
• New products
• Campaigns
PR
OM
OT
E
• Your products
• Your customers’ achievements
• Your booth
Social marketing: rate yourselfSocial marketing: rate yourselfSocial marketing: rate yourselfSocial marketing: rate yourself
A B
C D � We are not active on social
media
� We do it all: Facebook,
Instagram, Pinterest, Twitter,
YouTube…
� …with special emphasis on
upcoming shows: promotions,
new products…
� We will mention the show on
� We have a some social
accounts, and we will probably
mention the show on them
Best Practice #Best Practice #Best Practice #Best Practice #3333: Crafting Sales Campaigns: Crafting Sales Campaigns: Crafting Sales Campaigns: Crafting Sales Campaigns
Figure out your main goals
� Sales volume
� New product
introduction
� Target specific retailers
Craft your campaigns
� Discounts
� Up-sell and cross-sell
� Bundling
Promote campaigns before
and during show� Email
� Social
� Website
� Booth collateral
� Booth staff
Sales Campaigns: Rate YourselfSales Campaigns: Rate YourselfSales Campaigns: Rate YourselfSales Campaigns: Rate Yourself
A B
C D � We don’t plan any special
campaigns
� We do it all!
� Plan, promote, and execute
trade show-specific campaigns
� We offer the similar campaigns
every year, our customers know
� We offer volume-based
discounts, and let our
customers know about it
Booth ExperienceBooth ExperienceBooth ExperienceBooth Experience
Best Practice #4: InBest Practice #4: InBest Practice #4: InBest Practice #4: In----Booth ExperienceBooth ExperienceBooth ExperienceBooth Experience
• Make them feel welcomed• Greeter/host
• Fast onboarding of new customers
• Be memorable: offer an experience
• Shoe shine
• Massage for sore feet
• Attract from afar• Nothing like the smell of
cinnamon/coffee/popcorn…
• Pre-show promotion comes alive
Best Practice #Best Practice #Best Practice #Best Practice #5555: Booth Staffing: Booth Staffing: Booth Staffing: Booth Staffing
Hunters Farmers
Look for prospects
outside the booth
Take care of customers
inside the booth
Booth experience: rate yourselfBooth experience: rate yourselfBooth experience: rate yourselfBooth experience: rate yourself
A B
C D� No special booth experience.
We give away candy or pens
with our logo
� “Hunters” vs. “Farmers”,
prospects vs. customers,
unique & memorable booth
experience that everyone talks
about
� Nice booth, but doesn’t stand
out. Great giveaways!
� Excellent booth experience,
though we use the same staff to
handle customers and
prospects
SalesSalesSalesSales
ExecutionExecutionExecutionExecution
Best Practice #6: New Customer AcquisitionBest Practice #6: New Customer AcquisitionBest Practice #6: New Customer AcquisitionBest Practice #6: New Customer Acquisition
Engage Customers
outside booth
Ask & listen to customer needs
& preferences
Quickly zero in on relevant products
Offer new customer
introductory pricing
New customer acquisition: rate yourselfNew customer acquisition: rate yourselfNew customer acquisition: rate yourselfNew customer acquisition: rate yourself
A B
C D � Customers and prospects are
handled similarly
� New customer acquisition goals
� Introductory pricing
� Electronic, interactive catalogs
� Capture new customers directly
into sales system at the show
� New customer acquisition goals
� Introductory pricing
� Electronic, interactive catalogs
� No goals for new customer
business, OR new customers don’t
get special pricing
� PDF catalogs
Best Practice #7: Order TakingBest Practice #7: Order TakingBest Practice #7: Order TakingBest Practice #7: Order Taking
Save Time• e-Catalog curated for the
show
• Promotions set in advance
• Barcode scanning for fast
product ordering
• Be prepared for limited WiFi
Eliminate Errors
• Eliminate paper work
• Immediate order confirmation
processing
Impress
• In-stock indicators
• Supportive information
• Immediate order confirmation
by email & hard copy
Configure your catalogs,
promotions, pricing, workflows
Interactive, sales-driven
e-catalog
Complete view of your
customers
Simple ordering, with B2C-like
shopping cart, even when offline
©2016 Pepperi Ltd. All rights reserved. Strictly Confidential
Order taking: rate yourselfOrder taking: rate yourselfOrder taking: rate yourselfOrder taking: rate yourself
A B
C D
� Mobile app for order taking
� Barcode scanner integration
� Operable in offline mode
� Integration to ERP/Accounting
� Immediate order confirmation to
customer
� Paper catalogs
� Order forms
� Back office staff enters sales
orders into ERP/Accounting
system
� Order taking application
(mobile/web)
� Integration to ERP/Accounting
� No offline mode/ no immediate
order confirmation to customer/
no barcode scanner
� Order taking app (mobile/web)
� No integration to ERP/Accounting
Post ShowPost ShowPost ShowPost Show
FollowFollowFollowFollow----upupupup
Best Practice #Best Practice #Best Practice #Best Practice #8888: : : : Continuously Engage Continuously Engage Continuously Engage Continuously Engage Your Customers Your Customers Your Customers Your Customers and Prospectsand Prospectsand Prospectsand Prospects
Post-show follow-up
• Remind customers about the gift you gave them
• Give customers another gift –a coupon or limited-time offer
Best Practice #Best Practice #Best Practice #Best Practice #8888: Continuously : Continuously : Continuously : Continuously EEEEnnnnggggaaaaggggeeee YYYYoooouuuurrrr Customers and Prospects (cont.)Customers and Prospects (cont.)Customers and Prospects (cont.)Customers and Prospects (cont.)
On an on-going basis:
�Add your new leads
�Collect qualifying information
which will help you segment
�Use social promotions to find
new customers
�Keep in touch with timely,
relevant offers
Best Practice #Best Practice #Best Practice #Best Practice #9999: Missed Meetings: Missed Meetings: Missed Meetings: Missed Meetings
Missed meetings do not have to mean
lost business!
� Send link to online catalog on
B2B e-Commerce site
� For existing customers, send limited-time
quote based on past orders and show
promotions
AnalyzeAnalyzeAnalyzeAnalyze show resultsshow resultsshow resultsshow results
New Vs.
Existing
Customers
Total Sales
by Customer
Total Sales by
Rep
Average
Order Size
Sales
Campaign
Effectiveness
Sales
success
Marketing
success
Sales rep
evaluation
Total Sales
by Product
Don’t forget: Your Trade Show ROIDon’t forget: Your Trade Show ROIDon’t forget: Your Trade Show ROIDon’t forget: Your Trade Show ROI
At-Show sales
+ Future sales originated at show
- Investment in show
= Trade show ROI
PostPostPostPost----show activities : rate yourselfshow activities : rate yourselfshow activities : rate yourselfshow activities : rate yourself
A B
C D
� Follow-up on missed meetings
� Send quotes to existing customers
� Enrich/enlarge leads database
� Measure and track ROI
� e-Marketing
� Use social media to engage
� Prepare for the next show
� Enrich/enlarge leads database
� Measure and track ROI
� e-Marketing
� Social media engagement
� Follow-up missed meetings
� Follow-up and develop new
prospects
� e-Marketing
Sum it up: how are you doing?Sum it up: how are you doing?Sum it up: how are you doing?Sum it up: how are you doing?
At least 6 As
Rock Star! Rock Star! Rock Star! Rock Star! (Top 5%)
Best-in-class trade show execution,
employing best practices &
advanced technologies
At least 5 As / Bs
Pro Pro Pro Pro (Top 20%)
You employ many of the best
practices, some room for improvement
At least 5 As/Bs / Cs
Competent Competent Competent Competent
You employ basic practices, and have
lots of opportunity to boost your
trade show performance
3 Ds or more
NoviceNoviceNoviceNovice
If trade shows are a strategic sales
channel, allocate more attention (and
budget…) to trade show excellence
• Complete: mobile order
taking, CRM, merchandising,
and B2B e-Commerce
• Configurable
• Choice: all devices
• 1000+ customers
©2015 Pepperi Ltd. All rights reserved. Strictly Confidential
Need to improve your trade show performance?Increase your overall B2B sales?
Want to see how you can easily implement, manage,measure and control sales campaigns?
33
https://www.pepperi.com/request-a-demo/
©2016 Pepperi Ltd. All rights reserved. Strictly Confidential
Thank You!www.pepperi.com
info@pepperi.com
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