Page 53 - MetalForming June 2009

generate leads to feed field sales reps with follow-up sales calls? If so, why? If the majority of attendees are coming with the intention of buying, then why make them wait for a follow-up? Is your competition going to close the deal on the floor or keep the door open for rivals to follow-up after the show? Are you? What are you planning to accomplish at the event? If two-thirds of the attendees are coming to buy, then come ready to sell?
Align yourself with the 70 percent who are ready to buy; prepare to close orders. Come ready to address all aspects of the sales process in short order, from needs assessments and product demonstrations to producing firm quotes and having the authority on-site to negotiate final terms and accept orders. If your product or serv- ice is more complex and your customers far-flung, then work ahead of the show to address application requirements with an eye toward hosting a final nego- tiating/closing meeting at the show. Where else can you more cost-effec- tively pull together a succession of clos- ing meetings where your sales manage- ment team and your key prospective customer’s decision-makers can assem- ble and quickly come to terms? This is the time and place and buyers are ready to buy, so seize the opportunity.
While we’re not going to cover how to prepare for a show from a promo- tional standpoint, as this is the topic of a future column. We will address a few critical pitfalls that you must avoid at all costs, as failure here can derail the best- laid sales plans. These pitfalls all speak to presentation and prospect percep- tion. In short, put your best effort for- ward. Time and again while scouting shows I witness empty booths during prime event hours or, even worse, ill- prepared or poorly coordinated booth staff that are tarnishing the company’s reputation and brand through their unprofessional appearance and actions. Considering the cost and hard work
behind your exhibition efforts and the shear numbers of eyes on your brand, there is no excuse for accepting anything less than the highest level of profes- sionalism from your staff. What fol- lows is a list of ‘perception killers’ that you would hope to never witness at a trade event, but you’d be surprised how often you’ll notice each the next time you walk an event floor with a critical eye on booth personnel.
Perception Pitfalls
• Nothing turns visitors away quick- er than seeing your staff eating, talking, texting or checking e-mail. Ban cell phones, computers and eating by staff in your booth. Remind your staff that the booth isn’t their office nor a lunch- room; it’s akin to your best customer’s
for men and provide a makeup break for women. Rotate your floor staff with frequent breaks to keep them fresh, fed, bright-eyed and upbeat.
• Another turnoff to attendees is hav- ing to approach seated booth staff. My advice: lay down double padding under your carpet and eliminate chairs. This will keep your staff up and active. Your staff and visitors will appreciate the added padding and the extra cushion might entice visitors to stick around to learn more about your offers. Provide table seating for scheduled or impromp- tu sales meeting.
• Don’t set up a self-serve area for candies or trinkets. Table or bowl dis- plays of goodies only satisfy the trick-or- treat crowd. Have quality premiums available and in-hand to offer during conversation and a business-card exchange. Having your logo imprinted on an item is a reflection of your brand, so choose wisely.
• Avoid the awkward nametag gaze. When approaching visitors, instruct your booth staff to stifle the temptation to try to read an attendee’s name, com- pany or title from their nametag as if your prequalifying them based on their position. During an initial approach, make eye contact, smile and politely introduce yourself and let them do the same. Then strike up a talk with an open-ended question to get a conver- sation going.
Present your best. Bring profession- al, motivated and knowledgeable staff that are prepared to work with prospects through the buying process. A recent CEIR study reports that exhibition floor staff generate 85 percent of the positive feelings that prospects experience dur- ing an event. These initial positive feel- ings lead to trust, which leads to oppor- tunity. Today’s event attendees are some of the most prepared, empowered deci- sion-makers to step into your booth space. Make the most of your time together and make it easy for them to buy from you. MF
More qualified buyers and less bureaucracy adds up to a more compelling value proposition for trade events.
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METALFORMING / JUNE 2009 51
boardroom and they need to respect the space.
• Control the ‘chatter’ and mind your manners. This goes back to the customer- boardroom mindset—respect the space. Leave fun office antics, loud stories and questionable language at home.
• Avoid that 11th hour worn out, frumpy look. As a long day draws near fatigue can become increasingly visi- ble as your booth staff stares at the clock in anticipation. Help them to look their best; provide fresh, crisp shirts so they can change halfway through the day. It will perk them up and tighten their appearance as the day ends. Pro- vide a shoeshine kit or reimbursement for daily shoe polish touchups. Have wet wipes on hand for a quick face wash