Top Ten Tips:

Improving Your Tradeshow Success

PRESENTED BY:

Jim Obermeyer, Owner, Reveal

Schedulers & Dispatchers Conference | New Orleans, LA | January 14-17, 2014

Tuesday, January 14, 5:00-6:00pm

Your Host Reveal

• A leader in face-to-face marketing

• Pre-Show, At-Show, Post Show Planning

• Exhibit Design / Manufacturing

• Logistics Management

Jim Obermeyer

• Over 30 years face-to-face marketing experience

• 12 years corporate event/trade show manager

• 18 years direct trade show industry

• Industry and corporate trainer

2

Answer These:

• 76% know what they are looking for

– Are you on their list?

• 33% have seen a pre-show promotion

– Are you doing it?

• 56% establish an opinion in 4 seconds

– Do you project success?

3

From Attendee Surveys

Major Differences

• The audience is on your turf

• They are interested in your product

• You will ‘call on’ many more per day

• Your qualifying cycle is compressed

• You must be resistant to rejection

Trade Shows vs. Direct Selling

4

5

1. Four Decisions

• Attitude

• Strength

• Education

• Trust

People Instantly Make About You

6

7

8

9

10

2. Four Ways

• Pitch Posture

• Radar Vision

• List Building

• Trap Questions

To Turn Off An Attendee

11

Are You Projecting Success?

• NO eating & drinking

• NO cell phones, laptops

• NO ganging, herding, hiding

• Booth staff logo wear

12

13

14

15

16

17

18

Are You Projecting Success?

• Posture and non-verbal cues

• Stand at the aisle

• Be ready to talk to people

• SMILE!

19

20

21

3. Four Types

• Education Seeker

• Reinforcement Seeker

• Solution Seeker

• Buying Teams

• BONUS: Trick-or-Treaters, Wanderers

Of Trade Show Visitors

22

23

24

4. How Customers Shop

• Visit 1: Hit & Run

• Visit 2: Application & Fit

• Visit 3: Close

25

5. Best Opening Line

• WRONG: “May I help you?”

• RIGHT: “Thanks for visiting the show/our booth.”

“What prompted your interest in [our product/service]?”

“What brings you to the show today?”

• Get to the problem/need quickly

26

27

6. Use Friendly Qualifying Questions

• “What created the need?

• “What would you like to achieve?”

• “How will you go about deciding?”

• “What will be needed to decide?”

• “What should happen next?”

• WRITE IT DOWN!!

28

7. Best Closing Question

• WRONG: “We’ll send information and have someone call.”

• RIGHT: “What would you like to have happen next?”

“How would you like us to follow up?”

29

30

8. Handling Complaints & Problems

• WRONG: “Who did you talk to? Where did you hear that?

When did you work with us?”

• RIGHT: “Thanks for bringing this to our attention. That’s why

we’re here.”

31

9. Beware Of The Power Buyer

• They visit early or late in the show

• They will be well along in the sales cycle

• They will dress down, won’t wear badge

• Many top level people have ‘handlers’

• You must be there early

• Stay after the show closes

• Be alert for them

32

10. No Follow-up; No Sale

• 83% Have never been called on by you

• You want quality, not quantity

• 90% of leads are NEVER followed up

• Follow-up 3-4 times per year

• Have a plan

33

34

Thank you!

Have a successful Show

35