Observations from InfoComm 2013

I was in Orlando last week at InfoComm and it was very busy. A good sign. And I think for most of the trade shows I’ve worked at in the past six-to-eight months, there is a renewed enthusiasm and more positive attitudes on the parts of both attendees and exhibitors. InfoComm was consistently crowded and attendees seemed to be in a buying mood. Some of this is probably some pent-up demand but I think buying budgets are loosening up too.

One issue my InfoComm client had was too small of a booth and not enough exhibit staff. This happened, I think, for two reasons. First, booth size and number of exhibit staff personnel could be lagging an up-swing in trade show attendance. Second, if you base your booth size and staffing levels solely on revenue generation from the previous year’s show, as my client did, you might not be considering all the relevant factors. Yes, lead-to-sales and ROI are important factors but trade shows are about sales and marketing. You have to consider the marketing impact when exhibiting like relationship building, awareness, and the visitors’ experience (if the booth is too busy because it’s too small and understaffed, the visitor experience can suffer).

And over the past few years, a number of my clients cut their trade show expenses by cutting out shifts and having their exhibit staff work all of the hours their booths were open. This was the case with my client at InfoComm. The result? The staff was burning out and they had no time to walk the show floor – an under appreciated benefit for any exhibit staff. I advised them to consider going back to working their staff in shifts even though it would double their staffing costs – I think it’s worth it.

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New Workshop From Matt Hill and Andy Paul

Trade shows have radically changed. Increasingly today’s busy prospects come to your trade show booth ready to take steps forward in their decision making process. They have used the resources of the Internet to research the vendors, products and services they want to visit. Now they enter your booth with specific questions they want to have answered ASAP.
Is your exhibit staff trained to sell in this new trade show environment?
Are you ready to move prospects one step closer becoming your customer in your booth?
Do you have the right people staff your booth to do this?
Matt Hill, The Hill Group, and Andy Paul, Zero-Time Selling, Inc., announce the launch of their new trade show sales training workshop: Advanced Trade Show Selling Skills Workshop – Expert Edition.
This one of a kind training teaches exhibit staffs from companies of all sizes and industries how to return home from trade shows with something more substantial than just a list of random sales leads: such as qualified prospects who are ready and anxious to talk with your salespeople.
Andy and Matt delivered this workshop at the Exhibitor Show 2013 in Las Vegas this past March. It was very well received and the audience ratings were excellent.
Training modules for the Advanced Trade Show Selling Skills Workshop include:
• Your Show’s Objectives                    • Prospect Disqualification
• Greeting and Engaging                     • Working with In-Booth Presentations
• Value-based Elevator Answers       • Effective Use of Sales Stories
• Qualifying Questions That Work   • Selling with Maximum Impact in the Least Time
• Cross-Selling                                      • Learning to Ask For What You Want
• Dismissing                                          • Continuous Improvement of Selling Skills
• Handling Tough Questions               • The Essential Metrics You Should Be Tracking

For more information contact:
Matt Hill
mhill@hillgroup.com
408-257-7828

Andy Paul
andy.paul@zerotimeselling.com
619-980-4002

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