1. 10 Mistakes You Cannot Make As An Exhibitor
Welcome to the Webinar!
Presented By: The Business Exchange Corp.
The Business Franchise & Investment Expo Toronto 2011 – Trade Show Tips
2. 10 Mistakes You Cannot Make As An Exhibitor
The Business,
Franchise &
Investment EXPO
Oct 1st & 2nd, 2011 – Queen
Elizabeth Building, CNE
Grounds, Toronto Michael Hyam
The Business Exchange Corp.
January 7th
& 8th,
2012– The
416-657-4111, ext 230
Forum, PNE Grounds, Michael@BusinessExchange.ca
Vancouver
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The Business Franchise & Investment Expo Toronto 2011 – Trade Show Tips
6. The Topics We Will Discuss Today
The Big Picture:
As Exhibitors You Can’t Make These Mistakes
1. Not Defining Why You’re There
2. Not Training The Staff
3. Skimping on Appearance
4. Ignoring Free Media
5. Not Budgeting
6. Falling Flat on Demos
7. Being Quick to Pack Up
8. Not Being Sticky.
9. Not Measuring Results
10. Overloading Too Much Information
11. Not Realizing The Magic of Follow-Ups
The Business Franchise & Investment Expo Toronto 2011 – Trade Show Tips
7. Mistake # 1 – Not Defining Why You’re There
Write out an objective statement
Have personal expectations
Set a minimum goal for leads
Tip :
Choose a number
Resource :
Download our free lead sheet template
Print it out and have your sales team use on the trade show floor
Focus on:
Defining clearly what a qualified lead is for your brand.
The Business Franchise & Investment Expo Toronto 2011 – Trade Show Tips
8. Mistake # 2 – Not Training Staff For Expo’s
Listen, Listen, Listen!
Focus on:
Training your staff to listen
Practice, practice, practice
Consider role-playing
Take effective notes
Sales homework
Tip:
Humanize the company
The Business Franchise & Investment Expo Toronto 2011 – Trade Show Tips
9. Mistake # 3 – Skimping On Appearance
The appearance of the staff:
Uniforms
Coordinated look
Express the brand
Be honest
Consider accessories
Do’s
o Smile
o Hold a piece of literature at all times
o Say “Hello” to everyone walking the aisles
o Wear comfortable shoes with “Gel” inserts
o Wear standard business attire for your industry
o Wear your exhibitor badge
o Make good eye contact
o Arrive early
o Keep your booth neat & tidy
o Keep personal items out of sight
o Multilingual staff should wear a lapel pin flag representing the languages they speak
Focus on visuals: Enlist a professional
The Business Franchise & Investment Expo Toronto 2011 – Trade Show Tips
10. Mistake # 3 – Skimping On Appearance Cont’d
Additional Things to Consider as a Checklist BEFORE the show:
Poor Lighting
Nicks & Dents
Poor Quality vs. Crisp
Overcrowded
Clean & Simple
Tip:
Consider a Helper
11. Mistake # 4 - Ignoring Free Media
Social Media
Giveaways and Contests
Photos and Videos
Question: What do over 70% of attendees know
before getting to the show?
Tip: Before, During, and Even After the event
LEVERAGE You Tube, Facebook, and Twitter
Resource: Invitation Template for Email
Focus on the Future: “It’s Coming!”
The Business Franchise & Investment Expo Toronto 2011 – Trade Show Tips
12. Mistake # 5 – Not Budgeting
An invaluable trade show tool
Unforeseen expenses
Tip:
Budget for staff rewards
Resource:
Our Budget Template for the BFI Expo
Focus:
On saving money where you can
Book early
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Daily Deal Sites
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The Business Franchise & Investment Expo Toronto 2011 – Trade Show Tips
13. Mistake # 6 – Falling Flat On Demos
Offer interactive options
Demonstrate your value
Tip:
Wow-ing With The Power of Demos
Focus:
On Service
A huge investment in your brand
Preemptively reassure
Continue to promote existing assistance
Successful demos have all of these 4 elements in common:
• Prove your brand will work for them
• Interaction and Motion
• Practice
• Design & Technology
The Business Franchise & Investment Expo Toronto 2011 – Trade Show Tips
14. Mistake # 7 – Being Quick To Pack Up
Focus On:
Taking advantage of networking opportunities around the show
Building rapport
Being natural
Tip:
Don’t Focus on Sales Profiling
Additionally don’t ignore the “just-lookers”
Have Pow-wows:
• Daily debrief session
• 15 minutes after the show
• Gather and share
The Business Franchise & Investment Expo Toronto 2011 – Trade Show Tips
15. Mistake # 7 – Being Quick To Pack Up Cont’d
How to End a Conversation with an Unqualified Lead
1. "I'm glad we had this opportunity to talk today...”
2. "I've taken enough of your time today...”
3. "Based on the information shared today, we can't help you,
but here's our website if you need us in the future”
4. "Thanks for dropping by...”
The Business Franchise & Investment Expo Toronto 2011 – Trade Show Tips
16. Mistake # 8 – Not Being Memorable & Sticky
• 7 out of 10 people
Can recall the name of the company with a giveaway
• Get inside their head and space
Question:
What is the highest retained item in the industry with the greatest return on
investment and costs per impression?
Ensure your logo is always on the item
Tip:
The newest trend - paperless cards
The Business Franchise & Investment Expo Toronto 2011 – Trade Show Tips
17. Mistake # 9 – Not Reviewing & Measuring Results
Management Programs
Hold account reps responsible
Progress report
Tip:
Hire a Temp / Intern for the Day
Focus: On Saving Time
• Database entry as quickly as possible
• Follow-ups without disorganization
• Take detailed notes
• Record function on phone
The Business Franchise & Investment Expo Toronto 2011 – Trade Show Tips
18. Mistake # 10 – Overloading Information
Destination: Trash
Avoid the glazed look
Greet & Engage
Avoid insincere questions like “How are you?
Here are some good examples:
• Are you looking to buy a business in this industry (name your industry)?
• How long have you been looking to purchase a business?
• Are you familiar with ABC Company?
• What type of business are you looking to buy?
Tip :
Bring laminated copies labeled SAMPLE
Have hand-written notes ready to go
Focus :
On being cost-effective
The Business Franchise & Investment Expo Toronto 2011 – Trade Show Tips
19. Lead Management & The Magic of Follow-ups
A follow up system
• “Hot” Leads
• “Follow-up” manager
Focus:
Establish lead organization
Tips that will kick you up a notch over the competitors:
• Ask for a project timeline
• Pencil in date to meet again
• Contact within 24 hours is a must
Other Follow Up Measures:
A newsletter once a month
Do send a thank you
Remember, if you don’t follow up, your competitors will
The Business Franchise & Investment Expo Toronto 2011 – Trade Show Tips
20. The Business Exchange Magazine
Looking to Expand Your Franchise or Business Opportunities System in Ontario & BC?
Advertise in The Business Exchange Magazine
Ontario Edition BC Edition
21. DealsForBiz.com
Register Now to Receive Daily Deals
The Business Franchise & Investment Expo Toronto 2011 – Trade Show Tips
22. Franchise Directory & Business Opportunities Directory
Franchise Directory Business Opportunities Directory
The Business Franchise & Investment Expo Toronto 2011 – Trade Show Tips
23. The Business Franchise & Investment Expo 2011
The Business Franchise & Investment Expo Toronto 2011 – Trade Show Tips
24. Thank You For Your Time
If you have any further
questions regarding
exhibiting, please contact
Michael Hyam
416.657.4111 ext. 230
The Business Franchise & Investment Expo Toronto 2011 – Trade Show Tips