Wrinkle–Me-Not

Tips for Traveling to the Show:

• Pack hanging clothing in dry cleaner plastic bags. When you get to your room, lift off the bags and hang your clothing immediately to loosen any wrinkles
• Try dry cleaner bags when folding clothing. Allow a little air to enter the bags
• Tissue paper between the creases when folding clothing may eliminate wrinkles
• Hang clothing in the bathroom and use the shower to steam out the wrinkles

For ways to increase your Return on Investment from trade shows, connect with: Ruth Failer on LinkedIn and Tips of the Trade on Facebook

If I Say It One More Time

Off to the show again—your tenth show this year promoting your newest product. It’s the same product you’ve been talking about every hour of every show for the last few months. After a while you may feel like a robot, repeating the same words with the same tone of voice, over and over. Teachers, trainers and actors have this problem too. How do you make what you have to repeat consistently interesting and engaging?

I will be speaking at EXHIBITOR2012 in March to CTSM candidates, event planners and exhibitors on the topic of Selling without Spewing, a topic I have spoken and written on before. As a first-timer at this conference I was required to attend a speaker’s workshop. 

Our instructor Dan Lumpkin said something that will stick in my mind. When he walks out in front of his audience he tells himself that he is presenting a wonderful gift that he knows they will enjoy. His presentations reflect his positive attitude. He has such a following that some people will take any class he teaches just to be in the room with him. If you are going to EXHIBITOR, make one of your classes his.

Step 1: Think of yourself as handing the perfect present to your audience.

Step 2: Change the order of your presentation; talk about the benefits this particular person will find the most interesting first.

Step 3: Meet and connect with your prospect and find out why they are interested in your product.  Be sure you understand what their company does and how your product will benefit them.

Step 4: Ask questions and answer your prospect’s questions while discussing your product.

Step 5:  Positive thoughts will improve your outlook and your presentations will appear fresh. Use affirmations to reinforce the attitude you want to project.

5 Affirmations to Help with Your Sales Presentations

1. Prospects and customers are interested in what I have to say.
2. I am at my best at this trade show.
3. My products bring success and fulfillment to those who buy them.
4. Customers love our products and refer others to my business.
5. Prospects want the products I have to offer.

Learn from Successful Businesses

Ruth Failer

Do you research your competitors to make adjustments in your business? Consider comparing to businesses unlike yours to inspire you to build a better company. Let’s take a look at the sixth in FORTUNE MAGAZINE’s “100 Best Companies To Work For” 2011. Zappos (Zappos.com) does all of their business online with a fabulous team of call center employees. So how is it that we can compare the Zappos culture and core values to your company and your preparation for trade shows?

According to Jamie Naughton, Speaker of the House for Zappos, there are many steps Zappos takes to be different from the average company. Three of their seven steps to building their brand can be applied to building a trade show plan: Build Your Team, Build Relationships, and Think Long Term.

#1 Build Relationships – Zappos requires their employees to be interested in their customers, rather than trying to be interesting to them. The relationship between employee and customer is more important than making an immediate sale.

For us at a trade show, when interacting with potential customers, we must listen to their needs and interests, rather than trying to be “cute” and taking over the conversation. If we build the relationship and the rapport, the sale will follow. Chances are very good the customer will be loyal and continue long after the show to do business with you. They are also more apt to refer more customers.

#2 Build Your Team - Zappos hires slowly and fires quickly. Every new hire goes through a six week training program: 5 weeks of culture, core values, customer service, and warehouse training for everyone in their main office.

Build your booth staff team. Help them to understand your show objectives, and the benefits your products and services have for your customer. Train them on the importance of staying in touch with all potential and existing customers.

#3 Think Long Term- Excellent customer service is mandatory. Zappos is understood as a service company that happens to sell clothing, handbags, shoes, accessories, and housewares. 75% of Zappos’ daily business is with repeat customers.

Trade shows are only for a few days, so empower your booth staff to answer questions, and represent your company and you. What happens at the show should not stay at the show; follow up to bring in future sales.

Shake up your industry by applying this top company’s successful practices to your business model. Building relationships, building your team and thinking long term give your booth staff the tools to bring your company culture and customer service attitude to the show.

Visit www.BestTipsOfTheTrade.com/services or email Ruth to schedule a time to get your booth staff ready for their next show.

CTSM Graduates

I'm back from EXHIBITOR, the conference and expo for trade show professionals, with my CTSM (Certified Trade Show Marketing) diploma in hand. It was a wonderful celebration. Did you know there are thousands of people in the program but only 280 people thus far who have graduated? It is amazing to be part of such an elite group. this year there were 37 graduates all female! What is the deal with that?
Photo: I am sitting down, third person from left to right.

Your Thoughts On . . . CTSM certification exam

If you were to offer advice to a CTSM candidate on how to prepare for the certification exam, what would you say?

I'll be taking the exam to become a Certified Trade Show Marketer in Las Vegas in March -- only three months from now! I've taken the 28 seminars required of CTSM candidates and I've learned so much in the process. My plans are to begin studying this week, reviewing all the material I've received and the notes I've taken at the seminars. That way, slowly but surely, I can be ready when the big day comes.

Would you like to know more about CTSM certification? Click here: http://www.besttipsofthetrade.com/about/#ctsm