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4 Steps to Prepare Your Booth Personnel

1.  Announce the marketing and sales goals for the show.  It might be obvious to you, but may  not be obvious to your employees.

2.  Approaching new prospects vs. old customers     

     A.  The #1 reason a prospect would be interested in doing business with you stems from the top two advantages of your product(s) or service(s).

     B.  Don't just thank old customers.  Explore other needs.  Create a new sale.  Learn what the #1 reason they do business with you is (you'll probably be surprised).

3.  Discuss how to sell at the show (it's different than other sales), and practice dialogue.

     A.  Don't take rejection personal.  The prospect could be rushed (maybe they were out too late the night before...).

     B.  Don't say "Can I help you".  Ask a specific question that will initiate conversation.  Booth personnel should develop open-ended questions and use them as conversation starters.  Avoid yes and no questions.

     C.  Learn more about the prospect while selling.

     D.  Take notes.  Don't just collect business cards of anyone walking by.  You can obtain attendance records from show management.

     E.  Discuss customer needs schedule.  When possible commit to a specific post show follow-up schedule.

4.  When to sell

     A.  Competition vs. customers 

                    before show define competition (studies show, many sales people don't realize who all their competition is. Other times it could even be from another industry but seeking the same audience, resources or budget.

                    during show identify competition

                    teach booth personnel what and what not  to say to competition).  

     B.  Explain who the right prospects are before launching into a sales discussion.

     C.  Prioritize customers (who handles who when the booth gets busy).

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