Brian Sommer writes on his ZDNet blog what trade show booth staffers will have to do to earn his business at the various trade shows he will visit this fall. It’s an excellent primer on booth staffing, and even selling in general.
Here are the 5 main suggestions he offers booth staffers:
1. Have empathy for your prospects, and be fully prepared by understanding what key urgent issues your prospects are facing, and how your product solves those issues. That sounds obvious, but too many sales people Brian has encountered instead launch into a big feature dump.
2. Don’t try to scan a prospects badge when you first meet them, it shows disrespect. Instead, first talk with them and see if there is a viable match for the next step in a dialog, and only then ask to scan their badge.
3. Don’t give a generic giveaway, make some effort to give something tied to your own brand.
4. Greet attendees warmly, then follow a short presentation outline that covers what 3 top business problems your product solves, how big those problems are for other companies, and (very concisely) three differentiators for your product/solution.
5. Finally, close the interaction with grace, and allow your booth visitors some control over the next step of the sales process.
Trade shows are unique in that it’s marketing where you can talk directly with another person. Brian’s post does a great job of highlighting how to be the kind of person attendees would want to do business with.
Want to get more great tips on increasing your booth staff’s performance, and thus your trade show results? Get your free copy of our 48-page Booth Staffing Guidebook filled with insightful articles, worksheets, and checklists by clicking here.