“If I could show you how to generate more new business in a day than your sales team can generate in a year, would you be interested?”
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Your Secret Weapon in a Crowded Marketplace
In today’s crowded marketplace, with its multiple, confusing and expensive marketing channels, more and more companies are turning to exhibitions and trade fairs as their secret weapon to get their products and services in front of targeted buyers; people who want to talk to you; people who want to see, hear, touch, taste, smell and experience your products and services.
‘How to Work an Exhibition Stand’ reveals insider secrets on how to organize and how to get the most from your appearance at any exhibition
Here’s a sneak preview of what’s inside…
In ‘How to Work an Exhibition Stand’ here’s just some of the critical information you will pick up:
- How to Select the right exhibition or trade show; UK or overseas.
- How to attract visitors to your stand.
- The 2 essential truths that every exhibitor must know.
- Why visitors don’t care about you, your products or your company.
- How to speak with visitors – on and off your stand.
- 3 small words that help you sell.
- How to make the first move.
- The bitter truth of why people buy.
- The four words you must never say to a visitor.
- How to qualify a visitor in 30 seconds.
- 22 examples of stand-behaviour to avoid
- How to deal with visitors who are of no interest to you.
- Why you should never assume you know why someone is buying.
- The 4 key steps to help a prospect arrive at a buying decision.
- How to select your Exhibition Manager.
- How to select your Exhibition Team.
- Key questions to ‘break the ice’ with visitors to your stand.
- How to deal with objections, misunderstandings, dislike, suspicion, indifference.
- How to deal with rejection; the secret of understanding and handling rejection.
- The difference between personal and concept rejection.
- Three little words to make you laugh at rejection.
- The story of the Buddha and the apple; it could change your world-view!
- ‘In-house’ games that overcome rejection.
- Understanding that rejection is not failure.
- How to uncover visitors’ real issues.
- How to use the ‘party’ technique to get visitors to trust and like you.
- 7 techniques to extract maximum information from visitors.
- 34 questions to focus the conversation with visitors.
- How to use ‘flimsies’ to say “no” politely.
- How to deal with salesmen and students.
- How to deal with unidentified visitors.
- 10 tips on how one person can deal with several visitors at a time.
- How to deal with troublesome visitors.
- 33 tips for individual exhibitors, includes: dress, grooming, attitude.
- How to understand the mind of the visitor.
- How to identify visitors’ real issues.
- How to use reverse-focus, open questions to keep you in control.
- Why people never buy something for what it is.
- How to appeal to peoples’ emotional buying instincts.
- Why people are not interested in saving time.
- Why saving money is not a major issue.
- Why price is not always the main consideration.
- How to close the conversation; summarize; propose a plan of action; get agreement.
- How to take the initiative and get an appointment.
- Examples of closing statements.
- How to use reduced eye contact to end a conversation.
- Why last impressions are important.
Most Helpful Customer Reviews (Amazon)
1 of 1 people found the following review helpful
5.0 out of 5 stars An absolute must read! 2 July 2012
By B Woods
This ebook certainly does what it says on the cover.
We have never seen such a comprehensive analysis of the practicalities of working an exhibition stand - from how to select the exhibition team, to how to behave (or how not to behave) whilst on the exhibition stand. The latter section was hilarious - as well as absolutely true, because the author uses some deliberately overblown stereotypes to illustrate the type of stand behaviours you certainly do NOT want you staff to engage in. Check out the nymphet, the poor bastard, the psycho killer and the wolf.
We saved a fortune at just one show by eliminating some bad practices we had been guilty of relating to 'freebies' - show giveaways. We also saved money on exhibitor training by using the in-house training ideas in the book. And that was just for starters.
A great proportion of the advice here is written in bite-sized chunks and in a good-humoured and progressive style that makes you feel the author is speaking directly to you, and is keen for you to derive the benefits of his considerable experience - which is obvious from the way he gets into the 'nitty-gritty' of what it's like to be on a stand for eight hours a day.
The chapters on Marketing & Promotion at the show helped us make the maximum use of our exhibition funding, and the post-show follow-up strategy is already paying dividends. The hints and tips on using Social Media in this chapter has also helped us keep our marketing campaign focused and has saved on unnecessary external expenditure.
About the Author
The author, P.J. Alexander has a Postgraduate Diploma in Marketing (Dip.M) and is a Fellow of the UK’s Chartered Institute of Marketing (FCIM). He has worked in Finance & Insurance for more than 30 years and during his career has directed and managed his company’s participation in exhibitions and trade show throughout the United Kingdom. He continues to enjoy an active Sales & Marketing role and is currently based in the UK.
Contact: pjalexander1@virginmedia.com
The Easiest Route to New Customers!
Whatever your product, service or industry, whatever the size of your company, if you are not exhibiting you may be missing out on one of the easiest, most overlooked and rapidly developing routes to new customers.
‘How to Work an Exhibition Stand’ will teach you the basics; from how to set your marketing goals to how to design a marketing and promotion strategy for the show.
Need another peek at what’s inside…?
This little gem will repay many times over your modest investment to acquire it, and it should be in the possession of all businesses who are either thinking about exhibiting or who are already exhibiting – but want to work their exhibition stand for maximum efficiency and maximum return on investment.
Here’s a quick look at some more of the hot tricks you will learn in:
‘How to Work an Exhibition Stand’:
- Offline marketing and promotion – 14 tips
- Premium Incentives (Freebies): What are they? Choose the right ones. Position them effectively.
- A suitable brush-off for freeloaders.
- How to get the most from your on-stand Games, Competitions, & Special Attractions.
- How to find photo opportunities you don’t have to pay for.
- The benefits of ‘Launch & Lunch.’
- How to ‘hi-jack’ celebrities.
- What your team must do during on-stand promotion: 8 guidelines.
- How to use Information Technology for marketing and promotion: 10 tips.
- How to manage post-show promotions: 7 easy ideas for staying in touch.
- Using Social Media (SM) for Trade Shows & Exhibitions.
- Social Marketing – The Listening Tools.
- The 13 basic rules of Social Media.
- Use Social Media to promote your appearance at the show.
- Mobile phone technology – use it at exhibitions & trade shows.
- How to manage competitors who are visitors.
- Why you should never openly criticize competitors.
- The advantages of having your competitors as exhibitors and how you can find out what they are up to.
- Special literature keeps your secrets safe.
- Talking to the media: 6 tips.
- Security advice for women – 7 tips.
- Ladies: deal with visiting Romeo’s – 6 tips.
- Why Exhibitions are different to sales calls. Why selling at shows is not like normal selling.
Recommended Retail Price: GBP 6.99 USD10.40
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Download this incredible e-book from any of the following e-retailers:
Maximize Your Return on Investment
Make Sure Your Staff are Properly Trained!
Many exhibitors do not maximize the potential of their participation at exhibitions and trade fairs because their exhibition stand personnel are inadequately trained or not trained at all. To maximize your return on investment it is critical your exhibition staff are properly trained – which means they are mentally, emotionally and physically prepared for the show.
Poorly trained staff could result in:
- Company resources being wasted
- The loss of existing clients
- Potential clients being alienated
- Damage to your image and brand name
TRAIN YOUR STAFF TO ACT LIKE EXHIBITION PROFESSIONALS!
In addition to the basic cost of external exhibitor training, when you factor in travelling costs, accommodation and time away from the business, you are looking at a sizeable investment.
‘How to Work an Exhibition Stand’ devotes a whole chapter to in-house exhibitor training, and shows you how to train and empower your staff in preparation for the show, saving you a fortune in external training costs and helping you to maximize your investment.
Want a sneak preview of Exhibition Training section …?
‘How to Work an Exhibition Stand’ is simply packed full of hints and tips which the author has picked up over many years of exhibiting. Tips like:
- You can teach an old dog new tricks.
- Your in-house Training Programme.
- Exhibitor Training Workshop: Part 1 – includes: How to transform novice exhibitors into professionals.
- Exhibitors Training Workshop: Part 2 – includes: The importance of role-plays and how to conduct them.
- A checklist for how to meet and greet visitors.
- Training role-plays and how to get the most out of them.
- Workshop Training: Part 3 – includes: The benefits of visiting a show before your own takes place.
- Your training timetable.
Don’t Chase Customers – Let Them Come to You!
Taking an exhibition stand (or exhibition ‘booth’ as it is called in the USA and in some other countries) at an exhibition allows you to establish your own distinct presence in a marketplace where customers do not have to be chased – they come to you! Imagine: no more speculative sales calls, cold calls, heavy mileage, late appointments, lost time, rude prospects, obstinate secretaries and high stress levels.
‘How to Work an Exhibition Stand’ will help you to choose the right show and how to select the right personnel for each show.
Need another peek at what’s inside ‘How to Work an Exhibition Stand’?
Here’s some more of the priceless information inside this incredible e-book:
- The art of sales leads management, and how it can make or break you.
- How to get qualified detailed leads.
- Why collecting business cards can be a waste of time.
- How to use barcode scanners (light pens/zappers) effectively.
- How to create your own Visitor Logging Form.
- How to create your own visitor ‘ranking’ system.
- How to create an effective follow-up strategy using a lead tracking system.
- How to conduct the post-show review: 12 essential elements.
- The 33 essentials of the team members’ Exhibition Dossier.
- The team members’ Personal Checklist: 17 essentials.
- The Exhibition Manager’s Checklist: 44 essential reminders.
- Why the Exhibition Manager’s word is law.
- Why uniforms must be carefully considered.
A goldmine of information – for a fraction of the cost!
‘How to Work an Exhibition Stand’ provides a goldmine of information on how to manage your stand and everything on it, from literature to machinery and equipment to visitors. With this incredible e-book you will learn how to work your stand more successfully than ever before.
Need one final look at what’s inside ‘How to Work an Exhibition Stand’?
- To sit or not to sit? This is the question!
- Literature: positioning; flimsies; storage.
- 10 techniques to attract an audience to your demonstration.
- 21 tips on how to run a successful demonstration.
- A simple 3-step technique for making professional demonstrations and presentations.
- Why you shouldn’t tell the ‘whole’ story.
- How to encourage audience participation.
- Demonstrate machinery and equipment: 17 guidelines.
- 9 tips for managing your product and service knowledge.
- 6 stand housekeeping tips.
- 25 general safety and security tips.
Download ‘How to Work an Exhibition Stand’ straight to your PC
Here’s to your continuing success at exhibitions and trade fairs!
P.S.
If you are not already exhibiting you could be missing out on one of the most effective and efficient routes to new customers and new markets. Don’t make the mistake of thinking that because you are a small company there is nothing to be gained by taking a stand at an exhibition or trade fair. This assumption could cost you your business.
Equally, if you are a larger company, don’t make the mistake of thinking there is nothing to be gained by taking a stand at an exhibition or trade fair; that’s just how your competitors want you to think!
Buy now, and take full advantage of this incredible route to potential new customers and markets.
‘How to Work an Exhibition Stand’ is available for download from the following e-book retailers:
Recommended Retail Price: GBP 6.99 USD10.40
(Discounted price savings may be available at different times from different e-retailers)
Download this incredible e-book from any of the following e-retailers:
Copyright © P.J. Alexander 2014. All Rights Reserved.