The document provides tips and guidelines for booth representatives to effectively engage with attendees at industry events by attracting their interest, qualifying them to understand their needs, demonstrating products or services to meet those needs, and extending the conversation with follow up actions. It outlines strategies for each stage including proper body language, asking open-ended questions, telling impactful stories, and getting commitments for future contact. The overall goal is to increase leads, sales, and have an enjoyable experience for both the representative and attendees.
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"Booth Brush Up" Trade Show Booth Presentation Training Slides
1. BOOTH BRUSH-UP
How to stand out, sell more,
and have fun on the show floor
These are sample slides to illustrate Spark’s general program
content and style. Our training is always evolving, so the
slides we use for your staff may be somewhat different.
16. Send the Right Subtext
TO “SAY” THIS DO THIS
“I’m eager to help you.” Location in booth
“You won’t get ganged up on.” Alone or group?
“I’m feeling energetic.” Leaning or free?
“I’m capable of helping you.” General appearance?
“It’s OK to approach me.” Open/closed posture?
“I want you to know who I am.” Badge placement?
“You won’t compete for my attention.” Food/drink/phone?
“I’m eager to talk with you.” Expression/eyes
42. 8 1/2 “Open” Qualifiers
1. “What brings you to the show?”
L1: Booth’s edge
2. “What’s caught your eye on the floor?”
(casual, general)
3. “What can I help you find?”
4. “What do you do for [company]?”
L2: Inside booth 5. “What’s your biggest challenge?”
(probing,
task-centered) 6. “What’s your role in making that happen?”
7. “Let me see if I’ve got this:You’re...”
L3: At display 8. “This [product] has [benefit]. How would
(challenging) that help you?”
Just L: If you’re 8 1/2. “Before you go, could I point out a
shot down few things that might interest you?”
49. “Directed Discussion”
BE METHOD
Quick Intro, questions, follow-up, see ya
Clear Plain English, define terms, no pronouns
Show Don’t tell (and give beats show)
Relevant Relate everything to customer needs
Benefit-focused Link features to their bottom-line benefits
Engaging Stories: success, inside scoop, cautionary tales
“Are you familiar with...?” “Would this help?”
Connected
“Should I re-phrase that?”
Positive Don’t contradict, dismiss, denigrate, confide
“Great question! I’m not sure. I’ll find out for
Honest
you within 24 hours. How can I reach you?”
51. Your Goal
Get a firm, eager commitment
to a follow-up action.
52. Parting Shots
GOAL METHOD
Get feedback “Where all you with all this?”
Reinforce “Based on your needs, I really think our
benefits product can provide A, B and C.”
Get contact info Scan badge, get card, etc.
Give info Give card, literature, samples, schwag
Booth events: game show, book signing, etc.
Offer contact Show events: keynote, party
options Post-show public events: Release party, Webinar
Post-show one-on-one: teleconference, meeting
“Thanks so much for sharing your challenges
Show gratitude
with me.”
Handoff “What else can we help you find today?”
53.
54. ATTRACTING QUALIFYING
NAME ONE
DEMONSTRATING EXTENDING