How to Generate Even more Sales Leads from your Exhibition/Tradeshow Booth
Generating new, qualified "Hot" sales leads at Exhibitions, Conventions and Tradeshows is a precise science.
Your company may have the most fantastic product/service in the world, You may spend a lot of money on the marketing collateral at your booth to make it stand out by a mile from your competitors; you may hire scantily dressed promotion models to walk around handing leaflets out on the show floor to grab attention; you can do all the preshow marketing PR and advertising in the show press and trade media but what really makes the difference between having a good show and a fantastic show is the amount of qualified bona fide new sales leads your Company generates by the end of the show.
From my experience, the normal attitude is that when you put up the booth, with all the marketing collateral on display the people will come and visit you, and you will generate your fair share of leads from the show. The sales people also get lazy, so they just stand there and expect people to come to them automatically and even then they fall into the trap of going into a "telling" mode as opposed to qualifying the visitor and then selling the company and/or relevant services to the visitor. Inevitably you will get your fair share of visitor traffic from the Exhibition/Tradeshow but what about the following types of visitor?
- Visitors who walk past your booth uninterested by the marketing collatoral,
- The Visitors who do not have visiting your booth as a priority or on their agenda for the show or
- The Visitors who may have been unaware about your company before visiting the show?
Does your company or sales staff have a strategy for dealing with these types of visitor?
Targetting these types of visitor and unearthing a potential client can be the key to getting that extra big deal from the show, giving you the edge over your competitors, and maximising the ROI from your investment in the tradeshow.
There is a way of attracting these people to the booth and it requires a pro-active approach from your sales staff or hiring specialist promotion staff to do this for you.
By leveraging and utilising time honored and proven sales psychology techniques; you can generate as much as 30-50% extra leads from the show.
The simplest way is to have the sales people or promotion staff adapt the AIDA sales principle.
You create ATTENTION by having your sales staff pro-actively approach the visitors with a smile as they approach the booth.
Spark the visitors INTEREST by asking him/her a qualification question for his/her objectives for visiting the show and see if they could be a potential customer for your Company. This also qualifies them to see if they are a potential client. If their answers mean that they could be potential client for your company then;
Create DESIRE within the visitor for him/her to learn more about the company by giving them a Compelling Statement about your Company and positive reasons as to how they can benefit from using your Company's products and/or services.
Once you have the visitors Attention, Interest and Desire to learn more about your Company's products and/or services; Take immediate and positive ACTION by giving them a product demonstration or by taking their details, and agreeing a plan of action for when you get back to normal business and needless to say, follow it up asap when you do get back.
The above process takes about 60-90 seconds. To use it effectively its best if you either nominate one of your best sales people who has a great smile and doesn;t mind rejection to do this for you or you hire an outside agency like ours Expostars.com to provide a specialist Lead Generator/Qualifier who can do this for you.
Expo Stars specialises in providing Lead Generators and Qualifiers to Exhibitors who want to maximise the results from their booth.
We have developed a pro-active approach to providing Promotion Staff to Exhibitors. Rather than supply promotion models in hot pants who will stand at the booth and wait for the clock to tick down, what Expo Stars do is provide girls with stunning looks, great self confidence, a radiant personality, a brilliant smile and with business/sales experience and qualifications, who will blend in with the Exhibitors team and they will pro-actively target visitors who pass by the booth to generate and qualify leads. Our service is includes a pre-show briefing session with your marketing/sales team so that our staff are knowledgeable about your show objectives and your products.
From our experience working with clients; it is clear that in a business to business environment just hiring Promotion Models to stand at the booth, greet visitors and hand out leaflets is not effective. What is required is a strategy to engage the client in a friendly and approachable manner to not only make a lasting impression but to attract the right sort of client.
Your Comments and thoughts are welcome on this blog.
Whilst i am plugging Expo Stars....I would like to add that we also provide Experienced and Professional Narrators, Interpreters, Presenters, Speakers, Brand Ambassadors, Product Demonstrators and Sales Executives for Exhibitors at all the major Expo Cities worldwide.
We are also looking for Strategic Partners for our business so if you are an Exhibition Organiser or offer related services we would be happy discuss an alliance.
Lee Ali
Business Manager
www.expostars.com
Your company may have the most fantastic product/service in the world, You may spend a lot of money on the marketing collateral at your booth to make it stand out by a mile from your competitors; you may hire scantily dressed promotion models to walk around handing leaflets out on the show floor to grab attention; you can do all the preshow marketing PR and advertising in the show press and trade media but what really makes the difference between having a good show and a fantastic show is the amount of qualified bona fide new sales leads your Company generates by the end of the show.
From my experience, the normal attitude is that when you put up the booth, with all the marketing collateral on display the people will come and visit you, and you will generate your fair share of leads from the show. The sales people also get lazy, so they just stand there and expect people to come to them automatically and even then they fall into the trap of going into a "telling" mode as opposed to qualifying the visitor and then selling the company and/or relevant services to the visitor. Inevitably you will get your fair share of visitor traffic from the Exhibition/Tradeshow but what about the following types of visitor?
- Visitors who walk past your booth uninterested by the marketing collatoral,
- The Visitors who do not have visiting your booth as a priority or on their agenda for the show or
- The Visitors who may have been unaware about your company before visiting the show?
Does your company or sales staff have a strategy for dealing with these types of visitor?
Targetting these types of visitor and unearthing a potential client can be the key to getting that extra big deal from the show, giving you the edge over your competitors, and maximising the ROI from your investment in the tradeshow.
There is a way of attracting these people to the booth and it requires a pro-active approach from your sales staff or hiring specialist promotion staff to do this for you.
By leveraging and utilising time honored and proven sales psychology techniques; you can generate as much as 30-50% extra leads from the show.
The simplest way is to have the sales people or promotion staff adapt the AIDA sales principle.
You create ATTENTION by having your sales staff pro-actively approach the visitors with a smile as they approach the booth.
Spark the visitors INTEREST by asking him/her a qualification question for his/her objectives for visiting the show and see if they could be a potential customer for your Company. This also qualifies them to see if they are a potential client. If their answers mean that they could be potential client for your company then;
Create DESIRE within the visitor for him/her to learn more about the company by giving them a Compelling Statement about your Company and positive reasons as to how they can benefit from using your Company's products and/or services.
Once you have the visitors Attention, Interest and Desire to learn more about your Company's products and/or services; Take immediate and positive ACTION by giving them a product demonstration or by taking their details, and agreeing a plan of action for when you get back to normal business and needless to say, follow it up asap when you do get back.
The above process takes about 60-90 seconds. To use it effectively its best if you either nominate one of your best sales people who has a great smile and doesn;t mind rejection to do this for you or you hire an outside agency like ours Expostars.com to provide a specialist Lead Generator/Qualifier who can do this for you.
Expo Stars specialises in providing Lead Generators and Qualifiers to Exhibitors who want to maximise the results from their booth.
We have developed a pro-active approach to providing Promotion Staff to Exhibitors. Rather than supply promotion models in hot pants who will stand at the booth and wait for the clock to tick down, what Expo Stars do is provide girls with stunning looks, great self confidence, a radiant personality, a brilliant smile and with business/sales experience and qualifications, who will blend in with the Exhibitors team and they will pro-actively target visitors who pass by the booth to generate and qualify leads. Our service is includes a pre-show briefing session with your marketing/sales team so that our staff are knowledgeable about your show objectives and your products.
From our experience working with clients; it is clear that in a business to business environment just hiring Promotion Models to stand at the booth, greet visitors and hand out leaflets is not effective. What is required is a strategy to engage the client in a friendly and approachable manner to not only make a lasting impression but to attract the right sort of client.
Your Comments and thoughts are welcome on this blog.
Whilst i am plugging Expo Stars....I would like to add that we also provide Experienced and Professional Narrators, Interpreters, Presenters, Speakers, Brand Ambassadors, Product Demonstrators and Sales Executives for Exhibitors at all the major Expo Cities worldwide.
We are also looking for Strategic Partners for our business so if you are an Exhibition Organiser or offer related services we would be happy discuss an alliance.
Lee Ali
Business Manager
www.expostars.com
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