This is where the rubber truly meets the road! Once the exhibitor has exercised all of the ‘best practices’ in pre-show marketing & promotion such to maximize targeted reach (with frequency) to the precise target audience, the exhibit booth should be positioned as one of the prospects ‘must visit’ exhibits at the show. Upon walking the respective aisle, the prospect must encounter the exhibitor’s most compelling ‘strategic marketing message’ in order to truly be interrupted, engaged and invited with any degree of interest. At such point, the Booth Master must successfully ‘connect’ and ‘open’ a friendly, engaging conversation with the prospect – while guiding the conversation with probing questions designed to uncover the prospect’s real objectives, ‘pain points’ and areas of real interest.
Today’s 5 essential and proven steps which truly facilitate and expedite all winning ‘buying cycles’ must be executed with supreme proficiency. These steps represent the actual ‘mirror image’ of how prospective buyers (based on scientific consumer behavioral research) cognitively internalize and digest messaging and information in the manner that most rapidly drives purchasing decisions.
The crucial methods learned from this highly-celebrated Webinar have consistently increased exhibitor sales conversions by 68% or greater. When practiced flawlessly, these practices have resulted in over 50% of all qualified leads being closed ‘at’ the show! The remaining qualified prospective buyers have been so well ‘engaged’ and their interest levels peaked, that post-event buying cycles are consistently accelerated more than 40% faster … with today’s (otherwise) buying cycles being longer than ever before!
- Learn how to successfully engage with prospects, while guiding the conversation to uncover their real objectives and areas of interest.
- How do you ‘master; the essential steps to convert a Prospect into a Customer?
- Learn how you can use DMA2013 to shorten the buying cycle.
Presenter: Charles W. Allen
Charles W. Allen has spent his adult life as founder and builder of leading events’ industry companies, inventor, professional writer, educator, expert sales trainer, publisher and professional speaker. Countless exhibition industry veterans credit Allen with helping to pioneer the industry segment that came to be known as “Event Marketing”. In 1987, he founded American Exhibition Services, as Chairman & CEO while growing it into North America’s leading event marketing company for sixteen+ years. He also founded the Trade Show News Network (TSNN.com), CNN ‘Headline News’ Convention Network (partnership with Turner Networks) and co-founded Diamond Displays International. In 2005, he founded The C.W. Allen Group, LLC. He now serves as Executive Director of Global Corp. Relations for the International Economic Alliance (conceived at Harvard Univ.) in Cambridge, MA. As well, he’s an Independent Consultant for ‘select projects’ in the events and investments sectors. Allen also heads the Exhibiting ROI-Q™ Academy, which is a leading exhibitor education and training program, proving to consistently increase exhibitor ROI and show retention rates. This program has been conducted in conjunction with Trade Show Exhibitors Association, IEA, ECEF and BPA Worldwide.