Best tradeshow marketing tips and case studies. Call 800-654-6946.
Best tradeshow marketing tips and case studies. Call 800-654-6946.

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Podcast: Ken Newman Interview

Podcast Interview with Ken Newman, Magnet Productions in San Francisco. Ken has been doing tradeshow presentations for 25 years, and just recently returned from a big show where, lo and behold, traffic was great and his client brought home more leads from last year. Ken’s a terrific, talkative guy and discusses what it takes to put on an effective tradeshow presentaiton. And to think we met on Twitter: Ken Newman on Twitter and IE’s TradeshowGuy on Twitter.

When Do You Need A Tradeshow Consultant?

Does your company need a tradeshow staff trainer? A tradeshow is NOT a regular sales call. On the hot, active floor of the tradeshow, you must be quick on your feet, flexible, inventive, direct, creative and engaging. And you must know your product, your company, and your Most Important Prospects.

So how do you tell if your tradeshow sales crew could use a tradeshow training specialist?

Some questions you might ask yourself:

Are you having a hard time defining what a good lead at your show really it? You’ll have a lot of lookers, passersby as well as clients and prospects. If your sales staff doesn’t have the skills to differentiate between the various people that are there, you may be wasting time and energy chasing the wrong people, or missing important time with current clients or good prospects. If your prospect has shown in interest in your company, has the bucks to work with you and you’re able to solve her problem – you have a good lead.

Are your leads being sorted out into A (hot), B (warm) and C (cool) leads? If you’ve asked the right questions at the show, you’ll know exactly when the prospect wants you to follow up, and how. Some companies want immediate follow up, others are not ready to hear your presentation for a couple of months. Based on your company’s sales cycle, determine your categories of hot, warm and cool.

Does your on-floor sales staff know the difference between tradeshow selling and ‘normal’ selling? At least what’s normal for your company? Do they know how to attract a prospect’s attention in five seconds or less with an engaging question? Do they know how to qualify, disqualify and gather proper information for the sales team back at the office?

Do you have a list of pre-qualified prospects primed to see you at the show? Have you done pre-show marketing and made personal contacts to make sure your prime targets are attending and are planning to come see you?

Do you have a system in place to trade lead follow-up? After the leads come back from the trade show, the sales staff needs to be able to show you how they’ve followed up, what the status of the contact is, and if the lead was a quality lead. By regular checking you’ll be able to determine if your trade show sales staff were actually qualifying the leads, or just scanning badges.

Are you constantly ironing out inefficiencies in your system? This means regular de-briefings with your trade show sales staff to find out what works and what doesn’t. It means find out if your technology is doing all it should. It means reviewing your methodology for handling leads, putting on the trade show, updating your booth and more. It means going over your budget regularly with a fine tooth comb to weed out unneeded or ineffective items.

Trade shows are not a regular sales event, it takes the right staff and the proper training to insure you’re getting the level of success you should. When you bring in a trade show consultant your trade show investment can really pay off. Contact us at Communication One Exhibits if you would like to find out more details.

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Tradeshow Guy Blog by Tim Patterson

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