Close-ended Questions: Yes or No? Should you answer a close-ended question with a one- to two-word answer, or is it an opportunity to clarify and explain with a mega-minute explanation?

Watching a courtroom drama, I notice the prosecutor demands that the defense's witness “just answer the question: yes or no.” In Meatloaf’s song "Paradise by the Dashboard Lights" Ellen Foley sings, “Let me know boy: yes or no?”  Trying to get a straight answer might be harder than you think. Let’s put ourselves in the trade show attendee's shoes, walking from booth to booth comparing one product or service to another.

In our scenario, the prospect asks a series of questions at various exhibits in order to find the best products, services and associates for their business. With feet getting tired and belly rumbling, the potential customer has narrowed his choices down to two. The questions are more specific, requiring a yes or no answer.  The booth staff salesperson, however, wants to capture the interested person and rambles on and on instead of giving the “yes” or “no” short answer. Head swimming, the potential customer leaves to see if a more direct answer is with the other and hopefully final company.

Keep the answer short when the question calls for it. If you are a sales representative, teacher, or trainer, you may have to practice this. At a meeting filled with trainers, we found it very difficult to do. Make eye contact with the person asking the questions, watch their body language and be aware of their reactions to your conversation. No one ever complained that the salesperson didn’t talk enough.

I would love hear what you think...

contact Ruth to get booth staff ready for their next show tel: 626-254-9369
email: ruth@BestTipsOfTheTrade.com

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.

Trade Show Tip: Create An Experience

Trade show in Indianapolis, just weeks before the Indy 500 Race. 

Create  an experience for potential customers entering your booth so when they leave, they will look forward to hearing from you.

• Build the expectation before the trade show
• Create a theme in your booth
• Train booth staff on trade show objectives
• Follow through with all promises
• Initiate follow-up plan

If you are looking for a speaker at your association meeting, religious organization, or before your next trade show, call on Ruth Failer to assist vendors and exhibitors with preparation strategies to bring more attendees to their booth and your show.

5 Steps for a Busier Booth

With over 90,000 attendees at the NAMM show you would think all booths would be busy. I am sure that is what everyone thought. If you think your next show will be busy do you cut back on your marketing? Do you spend less time with your booth staff discussing objectives and goals?

Busy, as well as less frequented shows call for serious measures. If most booths at the show are busy and prospects are walking the aisles your booth should be busy as well.

1. Evaluate your show goals and objectives
2. Get input and buy-in from your booth representatives
3. Practice good boothmanship
4. Be sure your booth reflects the culture of the show
5. Invite prospects and customers to your booth with pre-show marketing  

 Get out of your booth and walk the show. see how your booth and booth staff compare with others, including your competitors.  All sizes of booths can benefit from this advice.

More Attendees and More Exhibitors at NAMM

NAMM.org reports:

Carlsbad, CA, January 17, 2011—The National Association of Music Merchants (NAMM) today announced the final registration and exhibitor numbers for the 2011 NAMM Show, the largest and longest-running musical instruments and products trade show in the United States.

At show close, NAMM reported 90,114 registered attendees, a three percent increase from last year and representing a new attendance record for the 109-year-old show. International registration also experienced a two percent increase from last year to 10,400. Another sign of economic recovery in the industry, the association reported 1,417 exhibitors at this year’s show, including 247 new exhibitors.

I would love to ask the exhibitors what it was like to exhibit at a show that had an increase in attendance over last year. Did they market to capture the new attendees walking the show?  Did they change their booth to reflect new products or services? An extra 247 exhibitors exhibited for the first time at the NAMM show in 2011. With more competition, did the exhibitors step up their game and focus on prospects and customers?

You won’t believe what I saw….

All of this week I will be posting NAMM reports- check back.

Can prospects recognize the subject of your booth demo within the first few seconds of introduction? If not, then you have lost the buyer

Booth Staff Training Increases Your ROI

Trade show staff spends hours and days standing in a booth, sometimes wishing they were somewhere else. It is easy for them to fall into bad habits; talking or texting on their cell phone, eating in the booth, rattling the change in their pockets, or pacing the edge of the booth like an armed guard keeping people out.

Show your staff how important it is to represent your company. Guide them in the best ways to avoid boredom. Motivate them with goals not only for themselves but for the whole team. If they have heard it all before from you, maybe it is time to bring in an expert to inform, encourage and get them to think differently. Booth staff training has been around for a long time, yet it seems only the big companies are taking advantage of it. Why would large companies that everyone recognizes bother to spend the time and money to gather reps from all over to attend training sessions? Because it is that important!

Don’t spend money on another show without investing in your booth team. It is their job to make your company money. Provide them with the tools to increase your return on investment.
Be sure they are experts in:
Boothmanship
Qualifying their potential customers
Following up on qualified leads

If you have questions about bringing your booth and sales support staff up to your standards, contact me immediately. My schedule fills up quickly and I need advance notice to fit you in.

Ruth's Video Tip for Tradeshow Exhibitors

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.

Travel Promotion Act is Now Law

DALLAS - 4 March 2010 - President Obama signed the Travel Promotion Act today which represents an enormous victory for the exhibitions, meetings and travel industries. The legislation, led by the lobbying efforts of the U.S. Travel Association and dozens of supporting organizations, including IAEE, took almost three years to pass through Congress.

"All IAEE members who visited Washington D.C., who talked with, wrote and called their Congressional representatives and senators share in this important victory," says IAEE President Steven Hacker, CAE. "Working in tandem with our partners across the industry ensured that our messages were both heard and acted upon. It is now time to go about the work of recapturing international market share for the business travelers who are so important to our domestic trade shows and events."

In the last decade, the U.S. lost substantial ground in the global travel market to other nations. The economic loss to the nation is estimated to be in excess of billions. Now that the Travel Promotion Act is law, the U.S. will have a source of travel promotion support for the first time.

For more information about the Travel Promotion Act, visit ustravel.org