Brian HilligossBrian HilligossTrade Show ConsultantTrade Show Consultant

Brian Hilligoss

Clients (partial list)

• Intel (Over 400 projects in 11 years)• Nokia (10 years)• JVC Professional (10 years)• Siemens Medical • Philips Medical • Cisco Systems (nearly 100 programs) • Bosch N.A. Power Tools (7 years)• Sea Ray Boats• Computer Associates• Sikorsky Helicopters• Gates Corporation• Aloka Ultrasound• Agilent• AstraZeneca• Pressure Sensitive Tape Council

• Swiss Ray• Delta Faucets• Mitel Networks• McDonald’s• Abbott Laboratories• Broan-Nutone• Ciena • Grant Thornton• Oracle• Datascope• Bard Medical• Business Marketing Assoc.• Paradyne• AVAD• Baxter Medical

• Davol• Norcent• Deloitte Consulting• Nortel• AB Dick• ADP• Kimberly-Clark• Fisher Rosemount• Gateway• Kodak• Mercury Interactive• GE Medical• Genrad• Dupont• Office Depot

Exchange 2013 Exhibit Staff Strategic

Briefing & Training

Why Booth Training?

Comfort

What is Possible

Exhibition Opportunity

The Opportunity

Provide your target audience with a total experience:

•Morgan Services - Healthcare

•Your brand promise

•Your value

•Motivate and compel them to take action!

The Opportunity

Objective:•Capture the target audience’s attention

•Connect key messages with their interests

•Convert attendees to prospects, and prospects to customers

The Opportunity

Exhibitions reach unknown prospects:

88% of attendees who visited an exhibit had no contact with that company

within the previous 12 months.

Source: Exhibit Survey Inc’s “Trade Show Trends,” EXHIBITOR Magazine, April 2012

The Opportunity

Many attendees will be people who have NEVER talked to anyone from Morgan Services – and some of your target audience will have

NEVER heard of you - PERIOD!

Let’s get them into the sales process!

The Opportunity

Over 2000 members in environmentServices and its related disciplies.

The only Healtcare EnvironmentalServices organization affiliated with the American Hospital Association.

The Investment

To create an extraordinary experience, an investment has been made in:

•The Booth•Strategy•Personnel•Theatre presentation•Support materials•Pre-conference meeting

Changing – Possibility into Reality

• The Booth• Show Floor Strategy• Collateral• ????

Changing – Possibility into Reality

• The Booth• Show Floor Strategy• Collateral

• YOU!!!

What Makes the Difference?

“The conclusion after several thousand surveys measuring booth efficiency and success is…

The performance of booth personnel affects exhibit efficiency more than any other single factor.“

-Skip Cox, PresidentExhibit Surveys, Inc.

What Makes the Difference?

“Research indicates that one recurring dissatisfaction (among attendees) is the amount and quality of face-to-face contact available in exhibits.”

-Skip Cox, President

Exhibit Surveys, Inc.

What Makes the Difference?

Morgan has enough staff to sufficiently manage this 20x20 booth and the objectives at hand.

Be “PRESENT”Be EfficientBe ProactiveBe Engaging

What Makes the Difference?

YOU – Make the Difference!

Prepared for Action!• Knowledge is power• Be well rested• Be on time• Be dressed appropriately• Relaxed and confident• Stand away from counters• Warm smile• Open body language• Keep radar focused on attendees• No eating, drinking, chewing gum or

extended cell phone calls in the booth!

Interaction Techniques

• Approach• Qualify• Close• Record

What Matters Most?

“Everything communicates. And everything matters.”

Cathy BessantCMO, Bank of America

Approach

• First Impressions• Open Body Language• How do you hold them?• Other ideas

Open Posture

DANGER!!!

“The Clump”

Open Posture

BEWARE!!!

“The Picket Fence

or

Fortress”

Open Posture

Whoa!!!

“The Kiosk Lean”

Open Posture

STOP!!!

“The Radar - In”

Approach

Initial “hook” line:•Ask open-ended questions

•“What are you looking for here at the show?

•Tell me about the projects that you are involved in.

•What is your favorite opener?

Approach

Listen…

Qualify / Interview

Who are you talking to?•Potential Customer

•Press

•Competitor

•FRANK: Target audience – Who are we looking for?

Qualify / Interview

Probe for their interests:

“Tell me about your current projects.”“What services / solutions are you are most interested?”

“Thanks for stopping by; what are you looking for here at the show?”

Introduce them to their specific product interest .Hand off to Sales expert - if possible, handle it yourself.

Qualify / Interview

Competitor - Be professional but remember that our booth is for our customers. No need to share non-public information!

Qualify / Interview

Hand off to:

1.Frank Schaefer

1. If you speak with them directly –

Do they have an appointment?

Probe for specifics—who, what outlet?

Show them the new products.

Collect their card and escort them to Registration Desk.

Remember—there is no such thing as “off the record”!!!

Press:

Qualify / Interview

Hand off to:

Refer to a colleague in the booth. Take their card and follow up with them – post show.

Scan their Badge. Invite them to see the presentation and fill out a lead card.

Invite them to the new Morgan website.

In Doubt about a Question?

Close

Disengage:• Direct them to the theatre presentation or kiosk

presentation

• Scan badge

• Fill out lead card (only if they see a presentation.

• Give them collateral material.

• Give them your card.

• Other?

Close

CAPTURE THE INFORMATION!

•Make sure their contact information is correct•Take notes! •Note any specific interest or request•Put your name or initials on it•Scan badge

Summary

• Approach—open, friendly, curious• Qualify—ask, ask, ask! • Close—action step• Record!

Summary

Have Fun!!

MAKE BETTER NOISE!

T – 630.932.1367 M – 630.873.0152 bhilligoss@ameritech.net

I truly appreciate this opportunity and look forward to exploring ways to help you MAKE BETTER

NOISE!