Trade fair and event training november 2014

internal training on how to make the most of trade events

1. Getting the most out of events,
seminars, conferences



Events take a lot of money and time – Make the most
of it

Richard Lucas
November 2014

2. Goals
Refresh our approach to events
Get sales leads and sales
Meeting new people - employees, market info,
contacts and partnerships
Action item
Calculate how much did cost to be there, cash
and time what is our target in terms of leads
and sales

3. Introduction
• ‘Everyone’ is there at a good fair/event
– Clients, potential clients, suppliers,
competitors (new ideas), new potential
employees
• a place to sell, place to meet people.
• “party’ mentality. People are ready to talk
• The more people you talk the luckier you
get.

4. Calculate(the(cost(of(leads(

5. How to prepare: Before you start
• Is it a serious/big? (how many people go,
organisers, history, are our clients there)
attendees, sponsors, speakers
• Review the catalogue and/or web site
– What sort of organisations are in the last
years catalogue?
– Is all/part a good marketing list. Consider a
post fair letter… sorry not to have seen you
– Make a plan (who are you going to(want to) e-
mail, call talk to).
– Arrange meetings ahead of time if you can

6. Sales(lead(researching(

10. Event&“pick&up”&lines&
• Look(for(good(badges(
• How’s(business(
• How(was(your(journey(here(
• Do(you(know(many(people(here(
• What(brings(you(here(
• How(did(you(like(the(speech(
• What(do(we(need(to(do(to(start(doing(
business(with(you?((

11. At the event
• Take biz cards, a camera
• Check what you get for free, if you don’t get the attendee
list, photo it, or “obtain”it
• Sit next to interesting people in seminars and
Congratulate speakers
• Conversations starters
– “I’m here for the first time, do you know anyone here?
– We are here to talk a a few of our clients (name their competitors)
– Here to meet new people make contacts
– What did you think of the talk?
• Be friendly/useful.

12. Your&presenta4on&
• 30-20-10 rule (30- point bold, don’t read
your slides, ask questions and make
audience interact)
• Get contact details of people who show up
• Pass round a hat for an prize IPAD draw..
“best use of AUTO-ID
• Pass round a fishbowl for “people who are
seriously interested in implementing
system in the next 3-12 months”

14. (
(

15. When you meet clients
• How are you – develop the relationship
• Talk business - how are things going, any
new projects, what’s up in your industry
• Do you follow up the same day: when you
get back to the office you will have plenty
of work.

16. Potential clients
• Can you tell me something about your
business.. Why are you here?
• Who is responsible for xxxx
• What are your main challenges
• What plans investments are you making

17. After you get back
• Bit of a nightmare…
– all your fair commitments,
– + what do didn’t do while you were away
• Do what you committed to
• Send a message to everyone
• Call the most important people
• PPT Present back to your colleagues, and/or
write a summary, inc cost per lead achieved.
• Materials to sectors and colleagues

18. Getting the most out of events,
seminars, conferences



Events take a lot of money and time – Make the most
of it

Richard Lucas
November 2014