Guerrilla Trade Show Selling New Unconventional Weapons and Tactics to Meet More People, Get More Leads, and Close More Sales

by Levinson, Jay Conrad; Smith, Mark S. A.; Wilson, Orvel Ray

• ISBN13: 9780471165682
• ISBN10: 0471165689
• Edition: 1st
• Format: Paperback
• Copyright: 1997-04-15
• Publisher: Wiley

Summary

New, Unconventional Weapons and Tactics to Meet More People, Get More Leads, and Close More SalesEach year, 1.3 million companies exhibit in from of 85 million people at more than 4300 commercial and association-sponsored trade shows. In this groundbreaking book, marketing pros Mark Smith and Orvel Ray Wilson team up with living legend Conrad Levinson to show sales people and entrepreneurs how to apply Levinson's world-famous guerrilla marketing and selling techniques to this medium. The arsenal of advice include making the best use of available technologies; behavior to avoid; how smaller companies can effectively compete with larger companies; attracting the right customers; connecting with prospects; making powerful presentations; post-trade-show follow up; and more.Packed with real-life examples and easy-to-follow charts, graphs, and checklistsCONRAD LEVINSON (Colorado)is the author of the highly successful Guerrilla Marketing Series. MARK SMITH is an international acclaimed speaker and writer on trade show selling. ORVEL RAY WILSON is co-author of Guerrilla Selling and founder of Boulder Sales Training Institute.

Author Biography

JAY CONRAD LEVINSON is the author of the best-selling Guerrilla Marketing Series. MARK S. A. SMITH, an internationally acclaimed speaker and writer on trade show selling, has over 200 articles published and was past president of the Colorado Speakers Association. ORVEL RAY WILSON is an internationally acclaimed author and speaker on sales, marketing, and management. Coauthor of Guerrilla Selling: Unconventional Weapons and Tactics for Increasing Your Sales, he is President of The Guerrilla Group, Inc., an international training and consulting firm serving clients worldwide.

Table of Contents

Introduction	1	(8)
The Long Flight Home	1	(6)
This Is Not Just a Dream	7	(1)
Trade Show Selling Is Different	7	(2)
Chapter 1: What You Can Achieve at a Trade Show (That You Never Thought You Could)	9	(42)
Avoid the Kiss of Death	10	(1)
How to Get Extraordinary Results	11	(1)
This May Make Some People Mad	11	(1)
Don't Just Go for the Awards	11	(1)
No Holds Barred!	12	(1)
How Is Guerrilla Marketing Different?	12	(2)
Should You Exhibit at a Show?	14	(4)
The Opportunity and the Costs	14	(2)
Are You Ready?	16	(1)
The Number-One Cause of Failure	16	(1)
Take the Team Approach	17	(1)
How to Lead Your Company to Success	17	(1)
What Should You Expect?	18	(4)
Top 10 Wrong Reasons for Exhibiting	18	(2)
Top 15 Reasons Why Guerrillas Exhibit at Trade Shows	20	(2)
Why Do Visitors Go to Shows?	22	(8)
Sell What You Offer to Other Exhibitors	23	(1)
Get Leads for Your Sales Force to Follow Up	23	(1)
Establish Industry Positioning	24	(1)
Expand Industry Positioning	24	(1)
Maintain Industry Positioning	25	(1)
Meet with Current Customers	25	(1)
Visit with People Who Are Otherwise Hard to Meet	26	(1)
Introduce New Products to the Market	26	(1)
Do Market Research	27	(1)
Find New Dealers, Representatives, and Distributors	27	(1)
Find New Employees	28	(1)
Conduct Business Meetings	28	(1)
Go Because Competition Is There	29	(1)
Get Specialized Training	29	(1)
Get Media Exposure	30	(1)
The Key to Your Trade Show Success	30	(21)
How to Be a Guerrilla Show Visitor	31	(6)
Set Your Goals and Create Tools to Measure Results	37	(1)
Making Your Show Budget Pay Handsomely	38	(8)
Seventeen Hidden Budget Busters	46	(5)
Chapter 2: How to Pick the Right Show	51	(20)
How to Find Shows That Work	51	(1)
Finding New Shows That Work for You	52	(1)
Send a Spy	52	(1)
Take a Hard Look at Traditional Shows	53	(1)
Shows to Choose	53	(5)
Public Shows	53	(1)
Industry Shows	54	(1)
Association Shows	54	(1)
Business-to-Business Expos	55	(1)
Regional Shows Offer Unique Advantages	55	(1)
International Shows	56	(1)
Nonprofits	57	(1)
Professional Associations	57	(1)
How to Evaluate the Shows You've Selected	58	(13)
Expo Landlords	58	(1)
Key Information You Need to Make a Decision	59	(3)
Other Critical Information You Should Know	62	(1)
How to Quit a Show	63	(1)
The Best Possible Locations	63	(2)
How to Get the Best Possible Location	65	(1)
Create a Show Timeline	66	(1)
Trade Show Success Calendar	66	(5)
Chapter 3: Why a Potent Exhibit Strategy Sets the Stage for maximum Sales	71	(26)
Floor Plans for Success	71	(1)
Get Out from behind the Table	72	(1)
Select a Theme	73	(1)
Your Literature Strategy	73	(4)
Simple Ways to Save Money on Literature	74	(1)
Why Handing Out Literature Can Lose Sales	74	(1)
Give Them Just a Bit	74	(2)
Create Special Literature Just for the Show	76	(1)
How to Use Fusion Marketing	76	(1)
Developing Literature That Works	77	(1)
How to Save Big Money on Your Exhibit	77	(10)
Use a Portable Exhibit	78	(2)
Rent an Exhibit	80	(1)
Lease Your Exhibit	81	(1)
Buy a Used Exhibit	81	(1)
How to Negotiate the Lowest Exhibit Price	82	(1)
Avoid Dollar-Wasting Exhibit Traps	83	(4)
Get the Edge	87	(2)
Assemble Your Show Team	87	(1)
Beat Murphy's Law	87	(1)
Create a Backup Plan	87	(1)
Prepare for the Worst	88	(1)
Guerrilla Tactics for Saving Big Money on Little Things	89	(8)
Save on Hotel Accommodations	89	(1)
Airfare Savings Tips	90	(1)
Transportation Shortcuts	91	(1)
Getting Utilities at the Show	92	(1)
See the Light on A/V	93	(1)
Phones in Your Exhibit	93	(1)
Furniture and Accessories	94	(1)
Flowers and Plants	95	(1)
Carpet and Pad	95	(2)
Chapter 4: How to Turn Your Exhibit into a Buyer Magnet	97	(28)
What to Expect from the Show Producer	97	(1)
Your Preshow Promotion	98	(1)
Targeting Your Hottest Prospects	99	(1)
How to Reach Difficult Prospects	99	(1)
How to Absolutely Guarantee Your Hottest Prospect Will Visit You	99	(3)
Hot Preshow Promotions for Other Prospects	102	(1)
Effective Media Relationships	103	(1)
Cooperative Relationships with Partners	104	(1)
How to Get Your Name Spread across the Trade Show	105	(1)
Get Buyers to Stop	105	(5)
Your Show USP	106	(1)
Why What You Do Is More Important than Who You Are	106	(1)
Creating Your Message	107	(1)
The Headline Test	108	(1)
How Visitors Read Your Signs	108	(1)
Learn from Museums	109	(1)
Why Professional Exhibit Designers Can Kill You	109	(1)
Giveaways That Work	110	(6)
Why Your Candy Bowl Turns Visitors into Thieves	113	(1)
Drawings and Prizes	114	(2)
Pick Your Winners	116	(1)
How to Lure Prospects to Your Exhibit	116	(9)
Multiply Your Exhibit Success	116	(6)
Heavy Traffic Doesn't Mean Success	122	(1)
Get Help!	123	(2)
Chapter 5: The Rewards of Guerrilla Selling on the Trade Show Floor	125	(24)
Why the Best Salespeople Don't Always Make the Best Exhibit Staff	127	(1)
Trade Show Selling Is Different	127	(2)
How Many People Should Staff Your Exhibit?	129	(1)
Avoid the Six Deadly Trade Show Sins	130	(3)
How Trade Show Selling Differs from a Normal Sales Call	131	(2)
Why Customers Behave Differently at Show	133	(4)
What a Salesperson Needs to Know about Working a Show	135	(2)
Bring Non-Salespeople as Well	137	(1)
What to Train	137	(12)
Build a Trade Show Training Resource Center	137	(2)
Thirteen Ways to Sleuth Your Competition	139	(6)
Video Feedback	145	(1)
Objection Hit List	145	(1)
Questioning Skills	145	(2)
Outside Consultants	147	(1)
Preshow Sales Meeting	147	(1)
Create a Master Show Guide	148	(1)
Daily Debriefs	148	(1)
Chapter 6: Setting Up at the Show with No Hassles, in Record Time	149	(8)
Information Is Your Secret Weapon	149	(2)
The Show Manual	149	(1)
A Master Exhibit Guide	150	(1)
Shipping Your Stuff to the Show	150	(1)
What to Do with All These Boxes	151	(1)
At Teardown	151	(1)
When to Arrive	151	(1)
Working with the Show Management Successfully	152	(1)
When to Leave	153	(1)
Working with Unions on the Show Floor	154	(3)
Chapter 7: Trade Show Peak Performance	157	(6)
How to Keep Your Energy High All Day Long	157	(6)
Physically Prepare for the Trade Show	157	(4)
How to Avoid Bad Breath	161	(2)
Chapter 8: Making the Connection That Creates a New Customer	163	(50)
What to Wear	164	(7)
Consider a Uniform	165	(5)
Wear Your Glasses	170	(1)
Get Your Hair Styled	170	(1)
A Good-Quality Pen Shows Success	170	(1)
Wear Your Name Badge Up and to the Right	171	(1)
Making First Contact	171	(25)
Why Every Visitor Is Important	172	(1)
The Top 10 Things That Drive Visitors Nuts	172	(2)
The Communication Gap between Men and Women	174	(1)
Ready for Action	175	(1)
Face the Aisle	175	(1)
Sit Only if You're Closing Business	176	(1)
Smile First	176	(1)
Maintain Eye Contact	177	(1)
Handshakes	178	(4)
Respect Your Visitor	182	(1)
What to Say First	183	(1)
The WOW Factor	184	(1)
Active Visitors	184	(1)
Uncertain Visitors	185	(1)
Unresponsive Visitors	186	(1)
How to Greet Someone You Met Last Year	186	(1)
Controlling Your Visitor's Attention	187	(1)
Creating Rapport	187	(1)
Listening Is the Key	188	(1)
Calculate Your Customer's Lifetime Value
How Well Do You Hear What People Are Saying?	188	(2)
Becoming a Better Listener	190	(1)
Nonverbal Communication Signals	191	(1)
Take Notes	192	(1)
Selling to executive Buying Teams	193	(1)
How to Maximize Networking and Parties	194	(2)
How to Connect QUICK	196	(17)
Qualifying in Seconds	197	(9)
How to Double Your Trade Show Leads	206	(1)
How to Avoid Questions That Are Traps	206	(4)
Exhibit Staff Gets the Right Information	210	(1)
Create Your Own Training Programs	210	(3)
Chapter 9: Guerrilla Presentations They'II Never Forget	213	(16)
Nine Ways to Make Your Presentation Irresistible	214	(1)
When Do You Do a Demo?	215	(4)
Doing Verbal Demos	216	(1)
Demonstrate Success, Not Failure	217	(1)
How to Do Demonstrations That Set You Apart	217	(1)
How to Work With Over-the-Shoulder Demo Viewers	218	(1)
Using Samples for Your Success	218	(1)
Wrap Up the Sale and Move 'Em On	219	(10)
Trial Close	219	(1)
Closing on the Show Floor	219	(1)
Acceptable Behaviour on Giveaways	220	(1)
Powerful Parting Gifts	221	(1)
How to Move Visitors Along	221	(1)
Dealing with Your Competition	222	(2)
Dealing with Magazine Editors	224	(1)
Twelve Ways to Deal with Angry Visitors	225	(2)
Dealing with Abusive Visitors	227	(1)
Know When to Call It Quits	228	(1)
Chpater 10: Inside Secrets Trade Show Pros Know and Use	229	(6)
Travel Help	229	(4)
Surviving on the Road	230	(1)
Protecting Yourself from Crime	231	(2)
Adjusting Instantly to Problems That Arise	233	(2)
Chapter 11: How to Make Your Show Really Pay Off Big	235	(24)
Why Trade Show Leads Are Hot	235	(2)
So What Do We Do with All These Leads?	237	(14)
Effective Lead Management	238	(2)
Follow-Up Planning	240	(1)
Sort Leads for the Winners	241	(1)
Process Leads Immediately	242	(1)
Your Sales Letter	243	(1)
Get Your Fulfillment Package Out Immediately	244	(1)
The Five-Step Magic Sequence That Turns Leads into Sales	244	(1)
Get Your Package Delivered	245	(1)
Six Ways to Make Sure Your Information Package Gets Opened	246	(3)
Call to Confirm Receipt	249	(1)
Motivating Your Sales Force to Sell	250	(1)
Keep in Touch	251	(1)
Folow-Up Strategies	251	(8)
Thank-You Notes	251	(1)
Audiotapes	252	(1)
Videotapes	253	(1)
Newsletters	253	(1)
Fax On Demand	253	(1)
Software and Computer Programs	254	(1)
Four Ways to Follow Up by Phone	254	(2)
On-Site Sales Calls After a Show	256	(1)
Five Ways to Make Money from Your Trade Show Leads	257	(2)
Chapter 12: How to Measure Your Show Success	259	(6)
Why Proper Lead Management Is Your Best Investment	260	(1)
Calculate Your Return on Investment	261	(1)
Measure the Show Results	261	(1)
Postshow Survey	261	(1)
Conduct a Mail Survey	262	(2)
Plan for Next Year's Show	264	(1)
Now, It's Up to You	264	(1)
Bibliography	265	(10)
Recommended Reading, Listening, and Viewing for Guerrillas	265	(1)
Books	265	(6)
Audiotapes	271	(1)
Video Training Materials	272	(2)
Industry Periodicals	274	(1)
Appendix	275	(18)
Exhibition Industry Associations	275	(4)
Display Manufacturers	279	(1)
On-Line Sources of Trade Show Information	279	(4)
Trade Show Directories	283	(1)
United States	283	(1)
International	283	(1)
Inquiry-Handling Companies	284	(1)
Business-Card Scanners	285	(1)
Software Listings	285	(1)
Your Success Checklist	286	(3)
Show Survival-Kit Checklist	289	(2)
Sample Lead Form	291	(1)
Continue Being a Guerrilla	292	(1)
Index	293