Monday, April 11, 2011

Double Trade Show Leads

A trade show presenter has one specific goal and that is to help with your booth advertising. Yes, a booth presentation is advertising. The revenue it generates determines if the show was a success or not. If your presenter fails to help generate leads i.e. revenue, then it is a flop.

Professional presenters will take time to learn about your product and help develop a routine that shows product benefit to the attendees. The scripted routine allows the presentation to be creative and informative. Sales staffs as good as they may be at speaking, are not entertainers and lack the charisma of a professional presenter.

Employer would never ask a new employee to write the companies training manual, but will ask them to work an important trade show booth.  Just their inexperience can reduce productivity and the finesse needed to lour prospecting attendees into to a booth is nonexistence. Eliminating inexperienced and ill-prepared sales staff and replacing it with one professional presenter will double leads.  After all, this is what they do for a living.

Tuesday, April 5, 2011

Engaging the Audience

Knowing the right questions to ask in a trade show booth will assist in lead generations.  Too often, inexperienced staff asks the wrong questions and before you know it, the potential customer is walking out the booth. 

The secret is in the phrasing of the questions.  We all know to avoid one word answer of yes and no. However, the trick is to ask an open-ended question that relates to your product or service. Think of it as your elevator speech for your trade show booth. You only have 30 seconds to catch the attention, so use it wisely.

The question needs to be inquisitive, but also asked in an interesting manner. Look at sentences that start with; we've made it possible to… or imagine the possibilities if you could… The key is to peak their curiosity and draw them in to a conversation.  Once they engage you, follow through and ask them if they have a specific problem they are seeking to solve at the show.  Now you know the real reason why they are attending or entering your booth and you can fully assist them with their needs.  If they tell you, they do not have a problem and are just fact finding, that's great – these are future clients.

Be creative when you engage your audience and they will hang around to talk.  Once they start talking find out why they are there and capitalize on it. 

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