September 12, 2012 seminar presenta

1. Trade Secrets for Trade Show Sales
Success
Matt Heinz
President, Heinz Marketing Inc
matt@heinzmarketing.com
@heinzmarketing

2. Housekeeping
• Copy of this deck
• Offers for you
– 10 minute brainstorm
– Successful Selling
– Secrets to Successful Trade Show Marketing
• Give me a business card at the end with
what you want
– It’s that simple…

3. Last Slide First
1. Know your objectives up front
2. Have a plan before, during and after the show
3. Focus on the customer
4. Be memorable
5. Nail the follow-up

4. 8 requirements of a successful
event strategy
1. Objectives
2. Short and long-term success measures
3. Content strategy
4. Offer strategy
5. Social strategy
6. Booth assignments
7. Networking strategy
8. Follow-up plan

5. Better pre-event marketing
1. Market from a person, not the company
2. Put some news in the headline
3. Drive pre-registration for something
4. Don’t force them to commit

6. At The Booth
• State your benefits in bold letters
• Qualification questions
• Move longer conversations out of traffic
• Focus on value-added giveaways

7. At The Booth
• Less is more
• Plan your layout in advance
• Booth training cannot be an afterthought
• Know the show schedule and staff
accordingly
• The little things matter
• Come early, be ready
• Inviting vs receiving

8. Qualifying questions
• Look for buying signals
– Why are you here?
– What are you looking for?
– What do you need to bring back to justify your
trip or visit?

9. The thin line…
• Is it a presentation or a sales pitch?
– Focus on the customer
– Be specific
– Facilitate, do not participate
– Drive discussion of the problem & outcome,
not the solution

10. The MOST IMPORTANT PART
Follow up!

11. Measuring ROI
• Three milestones
– Immediately after
– 30 days after
– 3-6 months after

12. Don’t forget…
matt@heinzmarketing.com

13. Last Slide Last
1. Know your objectives up front
2. Have a plan before, during and after the show
3. Focus on the customer
4. Be memorable
5. Nail the follow-up

14. Questions?

15. Trade Secrets for Tradeshow Sales
Success
Arden Clise
Business Etiquette Consultant
Copyright © 2011 Clise Etiquette. All rights reserved.

16. Trade Secrets for Tradeshow Sales & Success
• First Impressions
• Conversation Openers and
Endings
• Booth Dos and Don’ts

17. Trade Secrets for Tradeshow Sales & Success
• First Impressions
• Conversation Openers and
Endings
• Booth Dos and Don’ts

18. First impressions are
everything.

19. Body language
Eye contact
Facial expressions
Posture
Physical contact
Gestures

20. Trade Secrets for Tradeshow Sales & Success
• First Impressions
• Conversation Openers and
Endings
• Booth Dos and Don’ts

21. Successful
Conversation
Openers

22. Handout
• With a partner, come up with three things you
could say to get someone to engage with you
in conversation at your booth.

23. Graciously Ending a Conversation

24. Trade Secrets for Tradeshow Sales & Success
• First Impressions
• Conversation Openers and
Endings
• Booth Dos and Don’ts

25. Booth Dos
and Don’ts

26. Booth Dos
• Smile
• Stand in front of booth
• Get eye contact
• Engage people walking by
• Have open, friendly body language
• Focus on one person at a time

27. Booth Don’ts
• Eat
• Use or look at phone
• Talk to other booth staffers
• Have closed body language
• Turn back to people
• Go into sales mode before building rapport

28. Questions?
www.CliseEtiquette.com

29. Thank You!
Get etiquette tips:
• Twitter: @ArdenClise
• Facebook page: Clise Etiquette
• Blog: Cliseetiquette.com/blog/
• Newsletter – give me your business card
www.CliseEtiquette.com

30. Case Study
www.CliseEtiquette.com