ctsm required session€¦ · team selling role of literature handouts and giveaways promotions,...

SAVE THIS HANDOUT - REQUIRED STUDY MATERIAL FOR THE CTSM EXAM

C T S M R E Q U I R E D S E S S I O N

SESSION 20416

eTrak Online Session | NOVEMBER 17, 2016 | 2PM ET, 1PM CT, Noon MT, 11AM PT

Don’t Skip the MeetingsPre-, At-, and Post-:

Guideposts to SuccessMARC GOLDBERG, CME

All Materials Copyrighted by EXHIBITOR Magazine / Marc Goldberg, CME© 2016 Rochester, MN

PRODUCED BY EXHIBITOR MEDIA GROUP

All Rights Reserved Marketech and Exhibitor Magazine 1

Don’t Skip the Meetings

Marc L. Goldberg, CME

Associate, marketech360

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Question?

How many of you would like a 68% conversion rate of visitors into qualified leads?

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What kind of meetings?

Pre Show

At ShowPost Show

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Why do preshow meetings fail?

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Why don’t exhibitors prepare their staff? Not have enough time.

My booth staff has been doing shows for years.

It’s difficult to get everyone together.

Many of our staff feel resentful about being at the show and a briefing is an added burden.

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Why preshow briefings fail?

Unstructured – no agenda Too much focus on logistics No orientation to the exhibit elements interactives lead retriever technology promotions no demo rehearsals

Location not suitable for learning No visible management support Insufficient time to be prepared to work the show

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Why conduct a preshow meeting?

clarify show goals & objectives

explain the show strategy

prepare the staff to meet the attendees

explain the product message- cross product training

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why conduct a preshow meeting?

understand the focus & rehearse the demonstrations

build team spirit

plan post show activities

help staff “change hats”

assist in transitioning skills

learn how to deal with the issues

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What type of meeting should I conduct?

orientation?orients the staff to the details of the show

typically runs 30-90 minutes

staff training includes everything above,

includes staff training

2-4 hours

conducted the day before the show

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Where should the meeting be held?

in a hotel conference room

at your office before leaving for the show

on the floor of the show- in the exhibit

over the internet

Almost anyplace will do!

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Who should conduct the meeting?

depends on the size of the organization / complexity of your exhibit or event program

exhibit managerstrategy, logistics, exhibit and floor layout, booth specific

issues

sales / marketing management the kick-off, the close, reinforcing by attending

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Who should conduct the meeting?

executive managementget them involved

they set the tone, takes a role

outside trainer or resourcestaff preparation

combination

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Effective use of video

Communicating the message

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Keys to trainer selection(internal or external)

•understand the program and content•review the program outline, first•understand the focus of the program •why is it different from other offerings•how much audience involvement is planned•what type of handouts are used•what type of AV is used•get a bio and references

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Organizing your internal support

Set the expectation for their participationtime - how much time do they have?

what are the objectives they are to accomplish?

integrate what they have to say with others

create a common presentation format

create handouts to support their messages

have them preview their presentations

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Conducting the meeting

booth interactiondemonstrationsaudio visuals team sellingrole of literaturehandouts and

giveawayspromotions, contests

and premiums lead cards

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Conducting the preshow meeting

Education and MotivationFocus on the highest priority needs of

your stafftime and locationbeing customer orientedengagingqualifying and communicatingverbal and nonverbal communicationsclosing on a commitmentattitude and etiquette

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How meetings are conducted: Live

establish the location

establish the time to be allotted

establish the agenda

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How meetings are conducted :Distance

establish the methodologyinternet - live

internet - web-based

create the expectation - management driven

schedule the session - make sure everyone is available

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send out a Coaching Guide - a week in advancecreate an agenda and follow itdeliver the training - 45 minutes follow-uphandoutsquizrewards

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Starting the conversation before the preshow briefing

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Template for Pre-Show Staff Coaching Guide

Thoughts for Exhibiting at (name of show)

1. Time Poverty is everyone’s competitor – Visitors spend 7-8 hours at show. That might be in one day or over several days. Because time is an attendee’s greatest competitor at a show, they plan their visits. Over 75% of visitors to shows preplan their what exhibits they will visit. They have specific goals and don’t wander aimlessly. Many will fly in for the day – spend the entire day at the show and catch a late flight home. Be prepared to meet their time objectives when visiting with show visitors.

2. The phenomenon of Buying Teams is alive and well – We all know that there is more than one buyer in any situation. You may be visited by a technical buyer (decision influencer or recommender) first, then a financial buyer (decision maker) second. Be prepared to talk on several levels in order to meet their varying needs.

3. Visitors want a Consultant, not an aggressive sales personnel – They want to have a dialog. They don’t want to be pressured. They want to buy, not be sold to. Attendees would rather talk at length with someone that is tuned into their needs, not one that is focused solely on his/her own products or services. Sales hype doesn’t go very far with today’s buyer. They are savvy and come armed with knowledge about (Exhibitor) and its offerings.

4. Quality buyers count more than the Quantity of buyers – Years ago we measured the success of our events by the numbers of visitors to stop by the exhibit, the amount of literature we dispensed or the number of promotional products we gave out. We need to be cognizant that is the quality of the visitors that we call a lead; not the raw quantity is what counts. Our mission is to increase our share of customer at the same time that we are seeking new customers. The economics are with us to work harder to gain more sales with existing customers since they are already sold on (Exhibitor). Find new applications for existing products and new opportunities for additional products they are not currently buying. That is the challenge of today’s marketing environment.

5. Use all the tools available – When working an event like (NAME OF SHOW), you have a variety of tools available to you to support you in your mission to communicate with the audience. The exhibit is your best tool – its graphics help you reinforce your messages. Your lead card and the lead retriever that show management provides is another. It can act as a guide for communicating as well as a tool to record the results of your interview. The lead form is the bridge between the show and the sale, so get familiar with all the tools that are at your disposal at (NAME OF SHOW).

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Electronic preshow summary

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Siemens Preshow Prep

PowerGen PreShow Preparation

Online Live Written

Xpert CenterOrientation

Video StaffPrep

PreShow BriefingLogistics

MessagesStaffPrep

Xpert Center SpeakerRehearsal

Networking Reception Booth Walkthrough

Daily Briefing in theExhibit

Characteristics of An Effective Speaker

Introductory Letter to all Siemens staff working the

show

Post Event Debrief

Staff Memos #1 and #226


An integrated preshow preparation plan

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Team building

basic introductions

staff activities to build teamwork

team dinner – increasing familiarity

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Using role-plays

Create your own role-playsdesign them around staff deficiencies

teams of 3 – attendee, staff, observer

use a check sheet for review

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Sample role-plays

ROLE PLAYSYou are an attendee. Please select one of the roles below and gear your questions and responses accordingly. Being a role play, you need to be creative in your interaction. Think about situations you have encountered and use them as the foundation.

1. You have a particular project for expansion in mind with a budget.2. You have no specific need, but thought the offerings looked interesting.3. You are a technical person with many, many questions.4. You are decision maker who controls the budget but has little technical

knowledge5. You are on a tight time schedule and don’t have the time to test the

equipment, but are interested and want a rep to call on you.6. You are the competition7. Half way through the demo, you realize you have no need for this

product.

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Using Games

They are interactive, fun, yet educational and persuasiveListening quiz

Effective booth staffing means…

Exhibiting game

Show trivia

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Small vs. Large – are they different?

What’s the same?The reason to hold a preshow briefing

What different?The location

The cast of characters

The approach & methology

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what works and what doesn’t work

What Works What Doesn’t Worklight refreshments alcohol during the meetingan opener by management no management involvementan agenda informal structurehandouts with details expect the staff to rememberhigh expectations apologize for taking their timeusing visual aids discussion onlymaking it mandatory making it optionalbooth tour and review expecting them to remembera bit of humor boredom

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At show meetings

When Each dayif one shift – at night If two shifts – at night for second shift / in the morning

for the first shift

WhatWhat worked and what didn’tWhat to improveHow to improve it

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At show meeting

How longShort – 10-15 minutes maximum

AgendaAsk the team for their insights

Then give them yours

Record their comments to marry with the post show comments

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Post show meetings

WhoEveryone who was involved in planning,

supporting and executing the event.

WhenAs soon as the show/ meeting is over – within

the first 10 days

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Post show meetings

HowSurveys at the close of the show – handwritten

to get most recent impressionsElectronic surveys after the staff returns from

the show to get perceptionsFacilitated meetings to capture dialogue that

will be missed in surveysThen….Report back to all team members and internal

customers

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Post show meetings

WhatEvent quality

Audience quality

What worked / what didn’t work

Tactics that were effective

Recommendations for future participationReport back to planning team for next show plan

recommendations

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Post show meetings

ReportReport to management

Summarize on one page

Detail so that more information is available

When – while it is still fresh – two weeks

Prepare a written report and offer to present it in person

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Trade Shows WorkPlan CompletelyExecute AggressivelyFollow-up Thoroughly

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Creating PreShow Meeting Strategies

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Exercise

Group 1 You have a new custom exhibit. No one who is working the show has even

seen the exhibit before. It has a multi-media presentation using inteactive video, plasma screen graphics that change through the day, several conference rooms with private demonstrations, workstations for one-on-one demonstrations and an attention getting mime.

Group 2 You evaluated the results from your last show and found that most of the

leads that were gathered were useless since the lead cards were not completed fully.

Group 3 You have a group of staffers that were assigned to you who are “prima-

donnas”. They do not want to work the exhibit, much less attend your preshow briefing. They have told you so verbally and via e-mail.

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Exercise

Group 4 You have a mix of staffers. Some are real novices and some are

very experienced at exhibit selling. It is your company’s policy to conduct staff training before each show.

Group 5 The majority of your staffers are techies.

Group 6 The key to your success will be having the right prospects

participate in your interactive demonstrations. Group 7 Two of your staffers decide not to attend the briefing and go golfing. All

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