Exhibit Staff Training Overview
20 Minutes
20 More Great Leads
Developed by
Matt Hill
The Hill Group
© 2017 The Hill Group
What’s different about trade shows?
1. You can’t be late or wander off – it costs too
much to have you here.
2. You can’t give any visitor any reason not to
approach you – you may only have one
chance.
3. You need to greet and talk to everyone – not
just your own customers.
4. You can’t eat or drink in the booth – unless
you buy enough for everyone.
© 2017 The Hill Group
Key trade show skills
1. Be 100% Present
2. Engaging & Greeting
3. Questioning & Qualifying
4. Dismissing
5. Cross-selling
6. Working with groups
© 2017 The Hill Group
Trade shows are expensive
a.
b.
c.
d.
© 2017 The Hill Group
Be ready for the show.
Honor your booth schedule.
Get to the booth early every day.
Don’t wander off or leave early.
What do you know about …
a.
b.
c.
d.
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
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
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
What should you do when a
visitor walks into the booth?
a. Ignore them, unless they’re your customer.
b. Wait for them to get close (arm’s length) …
then greet them.
c. Wait until they stop … then greet them.
d. Walk up to them and greet them.
© 2017 The Hill Group
What will you do differently
when the booth is …
Slow?
Moderately busy?
Congested?
© 2017 The Hill Group
What will keep visitors
from approaching you?
a. Talking in closed circles with your
colleagues.
b. Using your phone.
c. Closed body language.
d. Eating or drinking in the booth.
© 2017 The Hill Group
What will make you look stupid?
a. Talking in closed circles with your
colleagues.
b. Texting, phoning, or emailing in the booth.
c. Closed body language.
d. Eating or drinking in the booth.
© 2017 The Hill Group
© 2017 The Hill Group
What makes a visitor qualified?
a.
b.
c.
d.
e.
© 2017 The Hill Group
Need for your product or service.
Some level of buying influence.
Necessary budget or funding.
A reasonable buying timeframe.
Desire for further contact.
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
Dismissing or Disengaging
a. Make eye contact.
b. Shake their hand.
c. Tell them, “Thanks for coming by. Have a
great show.”
d. Turn and leave.
© 2017 The Hill Group
Key elements of a trade show
presentation
a. Find out about two or three things the
visitor cares about and focus on those.
b. Manage their time expectation, if it’s
busy your presentation be less than 5
minutes.
c. Invite waiting visitors to join in.
d. Have a distinct and definitive ending.
© 2017 The Hill Group
Is your solution …
a. Complete by itself?
b. Part of a bigger solution that your company
offers?
c. Part of a bigger solution supplied by others?
© 2017 The Hill Group
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
How can you end a conversation?
a.
b.
c.
d.
© 2017 The Hill Group
Cross-sell.
Summarize.
Generate a lead.
Dismiss.
Here’s how to politely
dismiss a visitor
a.
b.
c.
d.
e.
© 2017 The Hill Group
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.”
How would you answer
complex or awkward questions?
a. Be prepared. Anticipate what questions you
might get asked.
b. Prepare responses in advance.
c. Manage their time expectations.
d. It’s okay not to answer every question.
© 2017 The Hill Group
What kind of experience
do VIP visitors want?
a.
b.
c.
d.
© 2017 The Hill Group
They want you to be prepared.
They want special treatment.
They don’t want to wait.
They may want a VIP tour.
It’s okay to politely interrupt
one of your colleagues when
a. Another visitor wants to talk with them.
b. They’re stuck in an unproductive
conversation.
c. They’re needed somewhere else.
d. You have something important to tell them.
© 2017 The Hill Group
Before the show opens,
develop …
1. Elevator Answers.
2. Qualifying Questions.
3. Complete Solutions.
4. Responses for Tough Questions.
5. VIP plans, tours.
© 2017 The Hill Group
Key trade show skills
1. Be 100% Present
2. Engaging & Greeting
3. Questioning & Qualifying
4. Dismissing
5. Cross-selling
6. Working with groups
© 2017 The Hill Group