SESSION 31318 Beyond the Basics of Booth SellingBeyond the Basics of Booth Selling Presented by: Mim Goldberg, CME MimGoldbergCME Associate of marketech360 an exhibit marketing and

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C T S M R E Q U I R E D S E S S I O N

SESSION 31318

eTrak Online Session | APRIL 19, 2018 | 2PM ET, 1PM CT, Noon MT, 11AM PT

Beyond the Basicsof Booth Selling

MIM GOLDBERG, CME

All Materials Copyrighted by EXHIBITOR Magazine / Mim Goldberg, CME© 2018 Rochester, MN

PRODUCED BY EXHIBITOR MEDIA GROUP

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PREFACE

The course concept, manual and the instruction offered were created by the instructor and have been designed to coincide with and support a multi-media lecture presentation. Some of the concepts in this presentation come from Brian Tracy's book - Victory. This session will provide the participant with a basic working knowledge of how to think about your exhibit, how it meets the needs of your audience and how best to prepare your staff to achieve results. This manual does not purport to be complete, nor is it intended to specifically endorse or support the products or services of any manufacturer, supplier or service provider. Important source information has been denoted throughout the text to call readers’ attention to additional information relating to the specific topics discussed. CEUs are available upon successful completion of this session program. Visit the CTSM service desk for additional information and details. For CTSM required courses, the content must be fully assimilated by CTSM program candidates. Material from these sessions are incorporated into quizzes and a comprehensive exam which must be passed in order to attain the CTSM credential. NOTE: CTSM required courses are all numbered in five digits.

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ABOUT THE INSTRUCTOR Mim Goldberg Associate, Marketec360 A seasoned educator, Mim brings over 20 years of teaching experience to her exhibiting seminars. She has worked in all facets of education and has been involved in Marketech since its inception in 1985. In 1988, she assumed the role of Vice President of Training, and in 1995 became President. Combining her skills developed through positions in education with her concepts in tradeshow marketing and consultative exhibiting, it is plain to see why she is rated as one of the best trainers at conferences and seminar programs across the country. Mim is currently an associate of marketech360, having sold the business in 2013. A graduate of The American University, Mim has been a frequent speaker to a wide variety of audiences. She has been a member of the faculty of Exhibitor Show since 1989, joined the faculty at Trade Show Exhibitor Association show TS 2 in 1996 and that of HCEA as well in 2006. She received her CME certification from TSEA. Mim is been a frequent keynote speaker at national sales meetings which are an ideal forum for organizations to increase the awareness of exhibit selling strategies and techniques for a broad cross section of staff. Mim’s clients include profit and nonprofit organizations, show management, and professional and trade associations. They range from Fortune 100 corporations to small entrepreneurial novices in the exhibit market. Clients include: Pfizer, Broadspire, Educational Testing Service, Shire, Siemens, Hill-Rom, Sage Software, Pearson Education, Gambro BCT, Unica, Emerson Climate Technologies, Wacker Chemical Corporation, TransUnion, Social Security Administration, AAPS, Colgate, Detroit Diesel, Daiichi Sankyo, Celgene, NIH/National Libraries, DuPont, NovoNordisk, BJ Services, Thomson Medstat, Thomson ISI and Purdue Pharmaceuticals, to name but a few. Her work covered a varied cross section of industries including communication, computer and high tech, manufacturing, fitness, education, home building, automotive, medical, pharmaceutical, food services, financial, and government agencies. Her approach to the exhibit medium has assisted hundreds of organizations maximize their profit potential through exhibit marketing.

Visit our web-site at www.marketech360.com email – [email protected] phone- 508-398-5547

All rights reserved, marketech360/ExhibitorLive 1

Beyond the Basics of Booth Selling

Presented by:

Mim Goldberg, CME

Mim Goldberg CMEAssociate of marketech360 an exhibit marketing and staff training company. A seasoned educator, Mim brings over 25 years of experience to her exhibiting seminars. Combining her skill in education with her concepts in tradeshow marketing and consultative exhibiting, it is plain to see why she is rated one of the best trainers at conferences and seminar programs across the country.

All Rights Reserved marketech360/ExhibitorLive 2017

Table of Contents

Preface 2About the Instructor 3ELC descriptions 4-6ELC1 - Role of tradeshow 7-10ELC2 -3 Focuses 11ELC3 - Customer Centric Objectives 12-15ECL4 - Forging your Team 16-24ELC 5 –What your staff needs to know 25-30ELC 6- The 4 R’s of Communication 31-46ELC 7- Ambassadors of Your Brand 47ELC 8 – Learn by Adapting 48ELC 9 – Attitude and Etiquette 49-51Addendum- Communicating Differently 52-57Text for ELC’sQuiz



ELC’s The Essential Learning Components listed below represent the main learning objectives of this session. These core concepts are the basis of the knowledge transfer objectives for Beyond the Basics of Booth Selling.

ELC1. What roles do tradeshow play in your marketing mix. What is the exhibit mission and the benefits derived from exhibiting.Closing a lead from a trade show costs 38% less than one in the field.

ELC2. The three focuses of this presentationCustomer focused objectivesForging your exhibit teamSkills your staff need to succeed and achieve your objectives.

All rights reserved marketech360/ Exhibitor 2017All Rights Reserved

marketech360/ExhibitorLive 2017

ELC’s

ELC 3. – Customer Focused Exhibiting means thinking from your customers perspective. Why do they do business with you, what do they value, and how do you differentiate yourself from the competition? This is totally the reverseof the way most companies plan.

ELC 4.- Forging your team is essential as they account for 85% ofyour success. Consider all aspects of the show you willbe attending and be certain your staff understand the differences in working a show in terms of ebb and flow, rejection, time element. Be certain to set expectations.

ELC 5.- What your staff must know beginning with your objectives.Key differences the staff most understand are -

Work differentlyThink differentlyCommunicate differently



ELC’s

ELC 7.- Your staff are the ambassador of your brand

ELC 8.- Lean by adapting what others do well- check out others

ELC 9.- Attitude and Etiquette

Addendum information – working, thinking, communicating differently

Text for Essential Learning Components

Quiz


For staff to be preparedthey need to

The role trade shows play in your marketing mix

Understand the benefits of exhibiting in today’s environment



Why do you exhibit?What are the benefits?

List at least 2 reasons for exhibiting

List 2 benefits


Cost of Sales..... 38% lessExhibit Marketing vs Direct Sales

$212$308

$705

$1,140

$0

$200

$400

$600

$800

$1,000

$1,200

Visitor Sales Call Close/TS Close/Field

Source: CEIR All Rights Reserved marketech360/ExhibitorLive 2017


Keep in mindYour objectives drive your strategy and

tactics

They will drive your salesStop focusing on logistics

Strategy is the WHATTactics are the HOW


3 Major Focuses

1. Customer centric objectives

2. Forging your exhibit staff team

3. Skills staff need to succeed and assure you reach your objectives



Customer Centric Objectives

Plan around their wants and needs

The customer comes first

They are the center of your thinking


Customer Centric Objectives

What do your customers value?List 2

What are their needs? List 2

Why will they come to visit you?List 2



Do you know

Why customers buy from you?Consider all the reasons

What is your competitive advantage?


Understand your audience

What are your limitations in attracting customers?

Whom are you seeking?

What about those in audience who are not prime prospects?



Your staff accounts for your success

Staff accounts for 85% of your show successOnly your staff can sellThey make the difference

Everything else is support


Forging your team



How well do you know ….

The showThe audienceTheir industry

Government, healthcare, sales, scientists, CEO’s, Plant managers

The competitionYour customers, your prospectsYour products


Forging your team

Visitors- no agenda, just lookingPersonality types

Viewers- Comparison shoppersEngagers- Have a defined need, active amiable typeQualified leads- meet your defined prospect profile



Forging your teamThe right attitude

Understands the benefits of exhibitingLikes and understands the difference in working this environmentCan conquer fear of rejection

Everyone may not need your offeringsKnows who is a prospect for you


Forging your teamKnows your products and services

Has had some cross trainingOr you will need a mix of staff

Knows why attendees come to shows

To see what’s newSpeak with expertsGather information for decision making



Forging your teamTime is $, many roles

Understands that time is moneyFinite amount of timeAttendees come with agendasExpect ebb and flow of traffic

Understands the variety of roles Staffer, intelligence gathererNetworker, host hospitalityConduct seminars, attend seminarsAll Rights Reserved


Forging your teamYou need to assure a mix

Are theyExperienced or novicesNew to your companyFormally trained or never trainedAll sales, technical or a blend

Set expectations for staff even if you personally do not select them



Forging your teamSet show and personal objectives

Use competitive nature of sales staffRecognize, reward and reinforce

Solicit feedback and report backCreate enthusiasm – high energyManage professionally, thank you’sMake them feel valued


What must your staff know

You need to provide the specificsDon’t make assumptions



Prepare the staff

Exhibiting is not an intuitive event

Years of experience may not be keySkill transitioningWorking a tradeshow is different from daily activities

Field sales vs. tradeshow selling


Your objectives must be:

Specific and focusedAchieveableExcitingMeaningfulMeasureable



Show ObjectivesIncrease salesGenerate xxx leads that will yield salesConduct xxx demonstrationsIntroduce new products to xxx attendeesHave xxx participate in your live presentationCapture greater share of customer dollarIncrease brand awareness to xxx visitorsGenerate press interest

How will you achieve these? What tactics will you use?All Rights Reserved


Your staff needs to know how…

How to reach your audienceWhat matters to them

Marketing messages are a blurrrHard to cut through the clutter2000+ exposures per dayUse a theme to reinforce memorability



Your staff needs to know how….

Interaction with customers vs. prospects

The constants – open, warm greetings, welcoming, listening

The differences – level or focus of communications


Your staff needs to

Work

Think

Communicate

DIFFERENTLY



How many can you name?

List at least 2 differences to include:

What is different about working this eventHow staff need to think differentlyHow do staff need to communicatedifferently from being in the field?

Addendum in backAll Rights Reserved marketech360/ExhibitorLive 2017

Communicate differentlyThere is a process – 4 R’s

Reaching outRelating toReacting and respondingRecording



Reaching outNothing happens until you engage

Psychological barriersexhibit staffattendees

Physical barrierbrick wall

Why are both parties so uncomfortable?strangers


Reaching OutGreeting visitors in 3 seconds

Be proactiveAccompany introduction with a web-to-web handshake

Thank them for taking the time to stopAssure that no one is left aloneUse a hook



ENGAGING LINES -Intelligent Stopping Power

Tell me……

Why you came, stopped…..

What you are looking for in terms of….

How important is … ?

How are you dealing with……..?

How many different ...?

What’s the one thing you’d like to improve about your business?


Relating to means......Being Customer Focused

Partnering and relationship buildingThink “Welcoming” not selling



Probe to understand needs

Why did they stop?What concerns do they have?How can you help them?What obstacles do you need to overcome?Who is the competition?


Listen

Listen to me so you can understand my needs

Listen to the words, tone of voice, body languageActive/Passive listening

“Most people listen with the intent to reply not to understand.” Steven Covey



Reacting & RespondingYour messages

Speak directly to their communicationsBuild messages one on top of anotherCustomize


Objective driven messagingCustomize your messaging

Differentiation, niche, competitive edge

6 Message steps1. 2-3 key points2. Supporting points3. Talk in positives, no negatives4. Stories about people, examples5. Benefits to the user, not features6. Rehearse



RecordClose on a commitment

Your lead is the bridge between the show and the sale

Be sure that information is captured


Why aren’t leads followed?Just lists of names and addresses. Business cards are not leadsThey are viewed as “cold calls”

Not enough qualifying information

Capture that information



•Take an action•Get a reaction•Get agreement

Trade Show leads cost less to close than field sales call leads

Close on a CommitmentSend literaturePlan a follow-up callSchedule an onsite meeting.


RecordingMentally and Physically

Remember the key pointsRepeat them back to the visitor or to yourself

Review the key points as the dialog continues

Revisit them verbally- it says you listenedTreat each as a lead you would follow

What info would you want to have?



Remember the objectivesThey are your measure of success

xxxx qualified leads generatedxxxx in sales in 9, 12,18 mo.xxxx of demonstrations conductedxxxx of pre-set meetings xxxx of new prospects foundxxxx of current customers who came and found something newxxxx press interviews leading to xxx articles about your company


You are the ambassador of your brand

You can enhance, detract or destroy your brand

Consider yourself the “Keeper of the Brand”

How many ways will you convey your image?



Learn by adapting what others do well

Check OutCompetitionOther exhibitors

Use of literature / giveawaysNew product demonstrations

Staff effectivenessExhibit structure and design


A Little Attitude & Etiquette

Wear your badge on the right hand sideIf you don’t know the answer to a question - say so, don’t fake it

It’s ok to say “ I don’t know, but...”Avoid making promises that cannot be keptYou have only one opportunity to make an impression.Your exhibit is your branch office



A Little Attitude & EtiquetteExhibiting is a team effort - if you cannot help them...who else can

Others are depending on youDon’t make assumptions, ask clarifying questionsVisit only with prospects


Trade Show work when

You plan completely

Execute aggressively

Follow up thoroughly



Addendum

Working, thinking and communicating differently


Working differencesinteractiondifferent routinedifferent locationunfamiliar stafftalking with strangersstanding, smiling

longer hours – 6 hrs/day not certain of why they are therenot certain about their rolerepetition



Thinking DifferencesThis is not an individual activity

Team event Working with people they do not knowMeeting visitors who are strangersTransitioning- other staff or products

Corporate messages become more important

singular, unified, consistent messages


Thinking differences

Identify how you can meet their needs

First figure out who they areCustomer or prospect

Listen to their needsUnderstand their needsOnly then can you communicate to their needs



Thinking differences

Impact of time and locationTime is finite

14-20 hours – concurrent sessionsThink 3-30-60

The visitor is coming to youWant to be there, paid to comeHere and nowDecision makers, influencers


Communication DifferencesTalking to strangers - discomfort

What will you say? How do you begin a dialog with a stranger?We don’t know why they stopped or put us on their agendaThe unknown - no links, no cluesCannot prepare in the same fashion

Impact of timeTime is the competition


ELC 1- What role do tradeshows play

To generate results from your tradeshow effort, ,you need to understand your company's reasons for participating in this marketing medium, how tradeshows augment and enhance your other marketing efforts, as part of the marketing mix. Will you use tradeshows to create and enhance relationships with customers. Will you use this medium to increase awareness of your company or build brand

in the marketplace? Will you use this medium to introduce new products, to reposition your company, to educate the audience or as a PR opportunity? You may use tradeshows to accomplish all or some of these reasons. Equally important is understanding your exhibit mission and the benefits that tradeshows offer in today's environment, whether it be the face-to-face contact, the fact the audiences attending most B-B events are pre-qualified, the fact that the medium is 3 dimensional and you can showcase your products so that visitors can see, touch and try them. Or is it because you recognize that that tradeshows are a totally integrated selling tool and you can bring your full arsenal with you, including multi-divisions, multi-products and a mix of staff expertise. Additional benefits include: lead generation, increased awareness, relationship building, networking opportunities with peers and visitors, intelligence gathering of your competition in the same environment, and on-going learning through seminar participation. We know for a fact that is costs 38% less to close a lead generated at a show, than one generated in the field, because the audience is pre-qualified and come with an interest in what you will be saying, doing and exhibiting. When thinking about your exhibiting mission, what will drive visitors to your exhibit. This will be accomplished via your strategy and tactics. The strategy being the WHAT, and the tactics the HOW. The question you need to ask yourself is are your reasons for using this medium in sync with their reasons for attending.

ELC 2 The three focuses of this presentation include – Customer Focused Objectives Forging your Exhibit Team Skills your staff need to succeed and achieve your objectives ELC 3. Customer Focused Objectives Too often we tend to focus on what our needs are in exhibiting rather than thinking of it from the customer’s perspective. We need to do a reversal and plan around what the customer needs and wants. We need to consider what your customers value about doing business with you, what are their needs, why they visit you, and why they buy from you. What is your competitive edge that makes you stand out from your competition?

Do you have any limitations in attracting customers, do you know whom you are seeking, and what do you do about attendees who are not prime prospects.

ELC 4. Forging Your Team Your staff make the difference and account for 85% of your show success. Only they can sell. Everything else is your exhibit space is scenery, stage setting. You need to know as much about each show as you possibly can to include the

make up of the audience, the industries they represent – government, healthcare, sales, scientists, CEO’s, plant managers, etc

You need to know which of your competition will be attending and who may be

absent. If absent, why? Has the show changed? Which of your customers will be attending, which of your prospects as well. All of these will determine what products or services you focus on at the show. You cannot assume the show will remain the same from year to year and you must be prepared for changes.

What types of visitors can you expect? Will they be those with no agenda, those who are comparison shoppers, visitors with a specific need or visitors who meet you specific prospect profile. In creating your team you need to be certain that they staff understand the

benefits of exhibiting in today’s environment. They need to feel positive about the benefits that shows have for your company, understand the differences in working a show and are able overcome the fear of rejection. How well do they know your products and services and have they had some cross training, or do you need a specific mix of staff? How well do they know the reasons visitors come to shows- to see what’s new, meet with the experts, gather information for decision making at a later date. They must be aware that time if very finite, and thus time is money so they need to maximize their time with attendees and deal with the ebb and flow of traffic.

Part of your job is to take these individuals that you have selected or been sent to you and form a team that will work together. You must set the expectations for performance, define staff roles, set show and personal objectives, solicit

feedback and then respond and report back, create enthusiasm and manage this group of people professionally with ample thank you's.

ELC 5 What your staff must know – work, think and communicate differently

Working an exhibit is not intuitive and the skills required to be effective must be taught and learned. The year’s of experience with your company may not be key. You need to help your staff understand how to transition their skills by providing them with all the information they need and helping them understand the key differences in this environment.

Your objectives need to be – specific, achievable, exciting, meaningful and measureable.

You must create your own strategy first, by defining very specifically what you want to achieve – increase sales, generate xxx no. of leads, have xxx pre-set meetings, demonstrate to xxx no of visitors, have xxx no of attendees see your new product, generate xxx no. of pr opportunities, increase brand awareness to xxx no. of attendees. Your tactics will enable you to accomplish your objectives. Because we are faced with so many marketing messages, it is critical to know how to reach your audience and create meaningful interactions with your current customers as well as prospects. Staff must understand what needs to be the same, and what will be different. Three critical differences in exhibiting include working, thinking and communicating differently. Working differently means continuous interaction, a different routine and location, working with staff they may not know, talking with strangers, standing, smiling, being repetitive, working long hours and feeling uncomfortable.

Thinking differently means it's all about the team, not individual territories. It means if you cannot help them, what other resources are available and how can you transition that visitor to another staffer who has the knowledge.

It means identifying how the staff can meet the visitor's needs, asking the right questions and listening to the visitor before talking.

Thinking differently means recognizing the impact of time and location. Time is

your competition at shows. It is very finite. This is a situation where the visitor is coming to see you, on their own dollar, because they want to be at the show. Communicating differently means that for the most part, staff will be talking with strangers and this is uncomfortable. They have no relationships with these people. They do not know what caused them to stop and do not know what to say. The staff cannot prepare in advance and need to be totally flexible. ELC 6 There is a process- the 4 R's Reach out, relate, react and respond, record Without using this process, the staff will not succeed.

Reaching out Nothing will happen unless you staff reach out to visitors and actively engage. ThisIs highly uncomfortable for most and it is as if there is a brick wall between the staff and attendees. Most of these people are strangers.

Reaching out means greeting the visitors verbally, introducing themselves, shaking hands and thanking them for stopping. Assure no one is ignored or left alone. Reach out using open ended questions, questions that will begin a dialogue so the staff can understand where the conversation needs to go. Questions like….. Tell me a bit about…..Tell me about why you stopped, what you are looking for, what you do, etc.

Relating We relate by focusing on the visitor not on our products/services. You want your staff to think about welcoming not selling. Ask probing questions, not only infor- mational questions, but confirmational questions to assure you are talking on

track, attitude questions to see what they think, and commitment questions that will help position and determine the next step after the show. Relating means communicating one to one, finding something in common and

being proactive. It means taking the initiative and not holding back. Find out about your visitor's needs first. This helps assure a meaningful dialogue. Relating means being a good listener. Listen to not only the words, but all the non-verbal communications as well. Listen in an active mode so when the visitor is done, the staff can respond directly to what was discussed. Being customer focused means that the visitor feels good and wants to see and hear from you again.

Reacting and Responding

The staff need to internalize what the visitor said and then respond to that need directly. Show emotion when responding, whether it be sympathy for past problems, or excitement about new opportunities and possibilities. Build the messages carefully one on the other being certain to customize the message for that particular visitor. The visitor may not need to hear everything. Use this 6 step method to build messages that will be remembered. Messages should be short, clear and concise. Detail can follow later.

Step 1 - 2-3 key points Step 2- Supporting data about the key points Step 3- Only speak in positive terms Step 4- Use stories or examples that show people working with people Step 5- Talk about the benefits to the user, not the features. Step 6- Rehearse - practice out loud so as to internalize the thoughts

Recording- disengage with a close on commitment Be certain that the staff understands that each lead is a bridge between the show and the sale. This often gets forgotten. The sole reason most of us exhibit, is to feed the sales pipeline. Why are so many leads never followed (79%)? Because they contain inadequate information. They may just be lists of names and addresses, or business cards. Sales staff may view them as cold calls. Be sure your staff captures the jist of

the communication with the visitor. Capture the information on a lead form, your own, an electronic one, it does not matter. It is the subjective nature of the communication that turns this contact intoa lead that will be followed and not viewed by sales as a cold call. Badge swipesare cold calls. Business cards are cold calls

Close on a commitment. What will the commitment be to the visitor - send literature, call, send the sales rep for a meeting, schedule a detailed

demonstration? Take an action, get a reaction followed up by some type of commitment. Help your staff to remember to record mentally and physically. When they can Recall points of the visitor's conversation, it tells the visitor that they were

interested and were listening. Have your staff treat each lead as one they would receive and follow. Closing on a commitment means keeping your objectives top of mind- remember why you came and what you need to accomplish.

ELC 7 Everyone in that exhibit is an ambassador of your brand You can enhance your brand, detract from your brand or destroy the brand. So how do you want to convey your image, what do you want visitors to think. ELC 8 Learn by adapting what other do well When the staff if not on duty, check out the competition, other exhibitors. See how others are using literature, giveaways, demonstrating, new types of graphic

messages. How effective are the staff, what kind of non-verbal communication do they note.

ELC 9 Attitude and Etiquette Ensure staff realize that exhibiting is a team effort. If they can’t help someone,

find someone who can, say they don’t know but will have someone get back to them. You have only one chance to make a good impression. Ask clarifying questions if need be. Visit only with prospects – visitors will not come into a booth where staff are clustered together talking with each other. Think of your exhibit as the branch office.

Addendum information on working, thinking and communicating differently Text for Essential Leaning Components Quiz

SESSION 31318 Beyond the Basics of Booth SellingBeyond the Basics of Booth Selling Presented by: Mim Goldberg, CME MimGoldbergCME Associate of marketech360 an exhibit marketing and

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