BOOTH BRUSH-UP

How to stand out, sell more,

and have fun on the show floor

These are sample slides to illustrate Spark’s general program

content and style. Our training is always evolving, so the
slides we use for your staff may be somewhat different.
The Opportunity
The Challenge
The Difference
 My Goals
1. Increase your value to (company)
2. Increase your hot lead count
3. Less effort, more fun!
 Agenda

1. The Players
2. Attracting
3. Qualifying
4. Demonstrating
5. Extending
6. Wrap up
1. THE PLAYERS
How do they see you?
 1. You

ARE
(your
company)
2. They
care
about

THEM
3. They
speak

SUB-
TEXT
 4. They want
a

REAL
PERSON
5. They take
all their

CUES
from

YOU
2. ATTRACTING
 Your Goal

Look like someone

you’d like to talk to.
 Send the Right Subtext
TO “SAY” THIS DO THIS
“I’m eager to help you.” Location in booth

“You won’t get ganged up on.” Alone or group?

“I’m feeling energetic.” Leaning or free?

“I’m capable of helping you.” General appearance?

“It’s OK to approach me.” Open/closed posture?

“I want you to know who I am.” Badge placement?

“You won’t compete for my attention.” Food/drink/phone?

“I’m eager to talk with you.” Expression/eyes

“WHAT’S MY SUBTEXT?”
(or: “How to Lose Sales
Without Even Trying!”)
3. QUALIFYING
 Your Goal

1. Establish trust.
2. Have them feed their
pitch to you.
 Your Target

1. Who are they?

2. What’s their thorn?
3. What tweezers
appeal to them?
 SPARKY’S TIP #1:
A great attitude

beats a great product.

 SPARKY’S TIP #2:
The right question

beats the right answer.

 8 1/2 “Open” Qualifiers
1. “What brings you to the show?”
L1: Booth’s edge
2. “What’s caught your eye on the floor?”
(casual, general)
3. “What can I help you find?”

4. “What do you do for [company]?”

L2: Inside booth 5. “What’s your biggest challenge?”
(probing,
task-centered) 6. “What’s your role in making that happen?”

7. “Let me see if I’ve got this:You’re...”

L3: At display 8. “This [product] has [benefit]. How would
(challenging) that help you?”
Just L: If you’re 8 1/2. “Before you go, could I point out a
shot down few things that might interest you?”
TRY ME:
EXERCISE:
Baseline
“Qualify Me”
Presentations,
Take 2
4. DEMONSTRATING
 Your Goal

Answer their ultimate

question: WIIFM?
SPARKY’S TIP #3:
A good story
beats a good fact.
 SPARKY’S TIP #4:
The right feature

beats the most features.

 SPARKY’S TIP #5:

Show beats tell

(and give beats show)
 “Directed Discussion”
BE METHOD
Quick Intro, questions, follow-up, see ya
Clear Plain English, define terms, no pronouns
Show Don’t tell (and give beats show)
Relevant Relate everything to customer needs
Benefit-focused Link features to their bottom-line benefits
Engaging Stories: success, inside scoop, cautionary tales
“Are you familiar with...?” “Would this help?”
Connected
“Should I re-phrase that?”
Positive Don’t contradict, dismiss, denigrate, confide
“Great question! I’m not sure. I’ll find out for
Honest
you within 24 hours. How can I reach you?”
5. EXTENDING
 Your Goal

Get a firm, eager commitment

to a follow-up action.
 Parting Shots
GOAL METHOD
Get feedback “Where all you with all this?”
Reinforce “Based on your needs, I really think our
benefits product can provide A, B and C.”
Get contact info Scan badge, get card, etc.
Give info Give card, literature, samples, schwag
Booth events: game show, book signing, etc.
Offer contact Show events: keynote, party
options Post-show public events: Release party, Webinar
Post-show one-on-one: teleconference, meeting
“Thanks so much for sharing your challenges
Show gratitude
with me.”
Handoff “What else can we help you find today?”
 ATTRACTING QUALIFYING
NAME ONE

DEMONSTRATING EXTENDING