Tips for Quick Presentations at Trade Shows
Kimberly L. McCall, Copyright 2004

Working a trade-show booth requires a special set of presentation skills because you've just a few seconds to engage an attendee. Barry Maher, author of No Lie: Truth Is the Ultimate Sales Tool offers insights on the ins and outs of the petite pitch.

Establish instant rapport. Trade shows require high energy, enthusiasm and approachability. Standing guard and staring at people from the front of the booth is the surest way to keep people away. The front of the booth should be open and accessible. Stand to the side and allow attendees to approach. Offer a smile, eye contact and a friendly word.

Forget the phrase: Can I help you? That might be an acceptable question for a clerk in a clothing store, but ask it at a trade show and you're likely to get the same answer the clerk gets: No, just looking. Instead, introduce yourself and engage the prospect in conversation. During the introduction, don't stare at the prospect's nametag as if you're trying to figure out whether or not he or she is worth your valuable time. Make eye contact during the introduction and then glance down at the nametag afterward, perhaps with a comment or a question about the prospect's company.

Quickly qualify prospects and assess needs. Is this a prospect? If so, what are his or her needs? If the person is not a prospect, politely disengage yourself. This is where salespeople often fail at trade shows. The greatest 30-second pitch in the world isn't going to work if it's not aimed at a genuine prospect and that prospect's hot buttons.

Remember, qualifying is a conversation not an interrogation. Ask about the prospect’s needs, desires and purchasing process in a conversational way. We all love to talk about ourselves, but nobody appreciates getting the third degree.

Give your pitch quickly. Once you qualify the prospect and uncover his or her needs, then give a 30-second pitch that focuses on those needs. It doesn't have to be a finely honed elevator pitch. If you hit the target well enough the prospect will give you time for a longer discussion. Keep in mind that the prospect’s time and yours are at a premium. The prospect has more to investigate at the trade show and you've got other prospects to talk to.

Be oApp.PrepareNumd for rejection. You can get more nos at a trade show in an hour than you normally would get in a week, so remember to stay positive and meet each new prospect with enthusiasm.

Kimberly L. McCall ("Marketing Angel") is president of McCall Media & Marketing, Inc., a business communications and writing company in Maine. She's the author of Sell it, Baby! Marketing Angel's 37 Down-to-Earth & Practical How-To's on Marketing, Branding & Sales. Sign up for the free Marketing Angel newsletter at www.MarketingAngel.com.