1. Exhibit Staff Training Overview
20 Minutes
20 More Great Leads
Developed by
Matt Hill
The Hill Group
© 2017 The Hill Group

2. What’s different about trade shows?
You can’t be late or wander off – it costs too much to have you here.
You can’t give any visitor any reason not to approach you – you may only have one chance.
You need to greet and talk to everyone – not just your own customers.
You can’t eat or drink in the booth – unless you buy enough for everyone.
© 2017 The Hill Group

3. Key trade show skills Be 100% Present Engaging & Greeting
Questioning & Qualifying
Dismissing
Cross-selling
Working with groups
© 2017 The Hill Group

4. Trade shows are expensive
Be ready for the show.
Honor your booth schedule.
Get to the booth early every day.
Don’t wander off or leave early.
© 2017 The Hill Group

5. What do you know about … Our products and services being demonstrated?
The messages that should be communicated?
The lead generation equipment and process?
Any in-booth promotions and give-aways?
© 2017 The Hill Group

6. Develop your own Elevator Answer
1. Start by making an Irrefutable statement.
2. Next make a statement of Credibility.
3. Then list 2 or 3 Benefits.
4. End it with a Call to Action or a Question.
© 2017 The Hill Group

7. Sample Elevator Answer
The Hill Group provides exhibit staff training products and services. Over the past 25 years, we’ve trained over 60,000 people. Some of our clients include GE, Intel, eBay, Apple, Microsoft, HP and Mastercard. Most people hire us because our training is customized, interactive and engaging. Which of our services would you like to know more about?
© 2017 The Hill Group

8. What should you do when a visitor walks into the booth?
Ignore them, unless they’re your customer.
Wait for them to get close (arm’s length) … then greet them.
Wait until they stop … then greet them.
Walk up to them and greet them.
© 2017 The Hill Group

9. What will you do differently when the booth is …
Slow?
Moderately busy?
Congested?
© 2017 The Hill Group

10. What will keep visitors from approaching you?
Talking in closed circles with your colleagues.
Using your phone.
Closed body language.
Eating or drinking in the booth.
© 2017 The Hill Group

11. What will make you look stupid?
Talking in closed circles with your colleagues.
Texting, phoning, or ing in the booth.
Closed body language.
Eating or drinking in the booth.
© 2017 The Hill Group

12. © 2017 The Hill Group

13. What makes a visitor qualified?
Need for your product or service.
Some level of buying influence.
Necessary budget or funding.
A reasonable buying timeframe.
Desire for further contact.
© 2017 The Hill Group

14. Lead generation process
1. Scan/Swipe their badge.
2. Verify information.
3. Answer qualifying questions and identify areas of interest.
4. Add notes.
© 2017 The Hill Group

15. Dismissing or Disengaging
Make eye contact.
Shake their hand.
Tell them, “Thanks for coming by. Have a great show.”
Turn and leave.
© 2017 The Hill Group

16. Key elements of a trade show presentation
Find out about two or three things the visitor cares about and focus on those.
Manage their time expectation, if it’s busy your presentation be less than 5 minutes.
Invite waiting visitors to join in.
Have a distinct and definitive ending.
© 2017 The Hill Group

17. Is your solution … Complete by itself?
Part of a bigger solution that your company offers?
Part of a bigger solution supplied by others?
© 2017 The Hill Group

18. How long should a conversation last?
There are always exceptions, (key customers, etc.), but in general you should take into account how busy the booth is. If it’s busy you can usually reach your objective in five or six minutes.
© 2017 The Hill Group

19. How can you end a conversation?
Cross-sell.
Summarize.
Generate a lead.
Dismiss.
© 2017 The Hill Group

20. Here’s how to politely dismiss a visitor
Summarize.
Restate what the follow-up commitment is.
Look them in the eye.
Shake their hand.
Tell them, “Thanks for coming by, have a great show.”
© 2017 The Hill Group

21. How would you answer complex or awkward questions?
Be prepared. Anticipate what questions you might get asked.
Prepare responses in advance.
Manage their time expectations.
It’s okay not to answer every question.
© 2017 The Hill Group

22. What kind of experience do VIP visitors want?
They want you to be prepared.
They want special treatment.
They don’t want to wait.
They may want a VIP tour.
© 2017 The Hill Group

23. It’s okay to politely interrupt one of your colleagues when
Another visitor wants to talk with them.
They’re stuck in an unproductive conversation.
They’re needed somewhere else.
You have something important to tell them.
© 2017 The Hill Group

24. Before the show opens, develop …
Elevator Answers.
Qualifying Questions.
Complete Solutions.
Responses for Tough Questions.
VIP plans, tours.
© 2017 The Hill Group

25. Key trade show skills Be 100% Present Engaging & Greeting
Questioning & Qualifying
Dismissing
Cross-selling
Working with groups
© 2017 The Hill Group