1. Booth Camp
www.nierenberggroup.com
By
Andrea Nierenberg

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© 2010, The Nierenberg Group — Booth Camp
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3. TIME
© 2010, The Nierenberg Group — Booth Camp
IS MONEY!
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4. Specific (Quantified)
Timebound
Measureable
Each goal or objective should
have its own:
Strategy
Plan
© 2010, The Nierenberg Group — Booth Camp
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5. Send out marketing incentives, etc.
Set up meetings with key accounts.
Know that BOOTH DUTY IS AN OPPORTUNITY—you
are on 24/7 at the show or conference.
Ask yourself: Why do clients do business with
GUARDIAN?
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6. What are our objectives?
Are we introducing a new product?
Are we promoting our corporate image?
Do we want to meet new prospects?
Are we building a prospect list to gain sales leads for our
field team?
Are we researching the market for something new—
product or service?
Who will we meet?
How will we measure our goals?
Who is our target market?
What is our action plan for every conference we attend?
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7. Much different than regular selling.
You have 10 seconds to get their attention.
Qualify quickly.
People get tranced out at a conference.
There is a difference between quantity and quality.
Attitude is EVERYTHING.
Take frequent breaks.
Exercise.
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8. Set goals.
Think about specific questions to ask.
Meet everyone you can.
Develop an action plan.
Participate!
Make eye contact with those you meet.
Take clear detailed notes.
Enjoy yourself and learn.
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9. NEW is the favorite word – and 80%
of your attendees are there to see
what is new!
Think about your booth layout. You have 5 seconds to
attract someone’s attention.
Your headline is key—more important than your name
or logo. If what you say interests the prospect—he will
get your name.
Remember, people tend to stop at every 4 th exhibit—
make sure you’re the one they stop at!
© 2010, The Nierenberg Group — Booth Camp
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10. Why Is Having a Specific Introduction so Important?
You only have 30 seconds to make a powerful first
impression. The attention span of the average person
is just 30 seconds before their mind starts wandering.
People have less time today. Interest them quickly or
lose them forever.
© 2010, The Nierenberg Group — Booth Camp
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11. Essential Elements of a Powerful Conference Introduction:
Concise
Clear
Powerful
Visual
Tell a Story
Targeted
Goal Oriented
Has a Hook
© 2010, The Nierenberg Group — Booth Camp
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12. Your Name:
"My name is..." Look the other person in the eye. Smile. Shoulders back. Speak
with confidence. Sincerity and passion are crucial in making a strong early
impression.
Your Business Name
I represent Berkshire Life…
Based and Covering Where
“I am based..." and "I cover..." Adapt the city, geography for the situation.
Make this relevant to the situation.
Your Unique Selling Point
Be relevant for the situation, express what you offer in terms of positive
outcomes for those you help. Think benefits.
Less is More
Powerful points in very few words make a much bigger impact.
© 2010, The Nierenberg Group — Booth Camp
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13. P
E
O
P
L
E
Be a PEOPLE ORIENTED.
Have ENTHUSIASM and be proud to represent GUARDIAN.
Be OBSERVANT, being able to pick up on a prospect’s
interest.
PRODUCT KNOWLEDGE, know all features and benefits.
LISTEN, then tailor your presentation accordingly.
Be EMPATHETIC.
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14. L
I
S
T
E
N
LOOK , body language, eye contact, be aware.
INVOLVE yourself in the conversation. Be there. Ask
questions, be specific.
STEADY your nerves, your emotions. Don’t interrupt.
TRANSLATE the meaning of a person’s remarks. Put yourself in
their place.
EXCURSIONS, avoid mental excursions. Concentrate and
be silent.
NEEDS. That’s what it is all about
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15. Before you leave home—know who will be there.
Set your objectives in advance.
Before the show—hold a sales meeting with everyone
and those who will not attend.
Know what your competition is doing.
Make sure your message is directly
related to the show.
After the show – evaluate everything
you did.
© 2010, The Nierenberg Group — Booth Camp
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16. DO’s
Plan for success.
Pre-arrange as many meetings as
possible.
Know your role and responsibilities.
Qualify.
Know how to disengage quickly, yet professionally,
from unqualified prospects.
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17. Maintain an open body posture.
Maintain good eye contact.
Convey confidence and conviction.
Be assertive, not aggressive.
Wear your badge on right lapel.
Keep records of everything.
Be professional at all times. You are on 24/7.
What else?
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18. Don’ts
Don’t do anything that appears unprofessional, including eating.
Don’t give everyone marketing materials– qualify first.
Don’t argue with prospects or customers.
Don’t stand with your back to anyone.
Don’t read email or talk on the phone in the company of others.
Don’t wear uncomfortable shoes/clothes.
Don’t convey negativism non-verbally.
Don’t assume anything.
Don’t give up.
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19. Have your conference introductions ready to roll off
your lips.
Be prepared with our contact and
recording system.
Have an open attitude.
NETWORKING…..27/7
© 2010, The Nierenberg Group — Booth Camp
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20. Think of the show
as a 24/7
Networking Event.
© 2010, The Nierenberg Group — Booth Camp
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21. Intangibles (Actions)
Great EYE contact
Ears tuned up to listen
Attitude
Handshake
Turn off your phone and blackberry
What else would you add…?
© 2010, The Nierenberg Group — Booth Camp
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22. Tangibles (Things)
Business cards
Pen and note pad
Breath mints
Hand sanitizer
Note cards and stamps for follow-up
Magic Marker for your name badge
© 2010, The Nierenberg Group — Booth Camp
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23. Networking Goal
Who?
© 2010, The Nierenberg Group — Booth Camp
Action Steps
Follow-up
Results
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24. Tips to make a favorable impression:
Be pleasant. Your smile is a great opener.
Talk and act confidently.
Be truthful and sincere.
Be enthusiastic.
© 2010, The Nierenberg Group — Booth Camp
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25. Smile.
Look the person in the eye.
Listen―I.R.A. formula.
Be aware of body language.
Reach out―be proactive.
Be positive.
Look for common interests.
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26. Think of some icebreaker questions to open the
conversation.
After you’ve broken the “ice” and given your 20-second
introduction think of some “get to know you”
questions. (Think dialogue and discussion.)
Create your “Idea Generators” to continue dialogue.
Exit strategies—how do I walk away or end the meeting
with a “call to action” or a way to follow up.
Follow–up—what do I do now?
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27. Focus on the impact. Make it brief, focused and hard
hitting. Keep it short.
Rotate the facts. Develop several introductions. Think
of the different aspects of your work. Don’t give your
title.
Make it relevant to the audience. What will make the
listener say―“tell me more”?
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28. Stand in front of the exhibit and be open.
Be memorable.
Demonstrate simply and briefly.
Give out material after you qualify.
Follow-up when you return from the show.
© 2010, The Nierenberg Group — Booth Camp
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29. From the time you approach to the moment you
disengage, you need to be recording information.
Capture the following information:
Contact’s Name and Title
Company Name and Address , Email, Etc.
Names of Decision Makers other than them
Interest
Next Step
© 2010, The Nierenberg Group — Booth Camp
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30. Initiate Contact
Be Aware of the Opportunity
Identify Needs
Qualify
Present/Demonstrate
Think of Next Steps
Close and Record Results
© 2010, The Nierenberg Group — Booth Camp
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31. Reputation is everything.
Follow-up is key.
Return ALL forms of communication.
Everyone deserves respect and courtesy.
Be visible throughout the show.
Be mindful when meeting people.
Remember names.
Be an active listener.
Be sensitive to the body language.
Know your profession.
© 2010, The Nierenberg Group — Booth Camp
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32. DON’Ts
Sit, except with a prospect
Ignore prospects
Be overly aggressive
Obstruct the exhibit entrance
Hand out materials to everyone
Read the newspaper or
blackberry
Underestimate anyone
© 2010, The Nierenberg Group — Booth Camp
DO’s
Be carefully groomed
Be enthusiastic
Remember names
Know the competition
Be prepared to demonstrate
Be on time
Qualify ALL prospects
Commitment to action
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33. 1.
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6.
The Value of a Smile
The Success of Perseverance
The Pleasure of Working
The Dignity of Simplicity
The Worth of Character
The Power of Kindness
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34. 7. The Influence of Example
8. The Obligation of Duty
9. The Wisdom of Economy
10. The Virtue of Patience
11. The Improvement of Talent
12. The Joy of Originating
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35. Contact Leads
Track Results
Measure & Evaluate
Calculate Return
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36. As a result of today's workshop, TODAY I will do:
More of:
Less of:
Change:
What is one take-away from today’s workshop that I
will consistently put into practice?
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37. Andrea R. Nierenberg
The Nierenberg Group
420 East 51st Street, 12D
New York, NY 10022
212-980-0930
www.nierenberggroup.com
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