DOJO
Trade shows can provide great opportunities to interact and network not only with potential clients but also with key players in your industry. Doing it right includes proper planning, good execution and excellent follow-up <— the best way to get the most out of your investment and efforts. Tune in to find out how you can rock your next trade show.
Note: This exercise is intended for individual or team sales agents as a way to practice and reinforce learning. Incorporate this practice into your day and, if possible, into your ongoing sales work. This practice shouldn’t take you more than 10-15 minutes a day. Good luck and have fun!
Introduction: At a trade show you’ll be approached by many people, and some of them have never heard of your company before. While your elevator 30-second pitch may be great, you might get tired of it by the end of the day (definitely by the end of the third day!). It takes a lot of effort to say so much to each new person. It’s time to create some quick and snappy introductions to have them ready for the event.
Step 1: Work together with a colleague (if possible) as you brainstorm several different “opening lines” about your company or product. Aim for each opening to be short and sweet - it should take about 7 seconds to say. Make as long a list as you can of different openings lines. When phrasing this line, focus on the impact your solution is creating.
Step 2: Look through your list and trim it down. Try to find the openings that directly address the solution your product is providing. Try to add some funny or exaggerated words that might make the other person at the trade show laugh or ask “what do you mean by that”? For example, instead of saying: “we have created a software that facilitates invoicing” you could say “we sell software that makes invoicing ridiculously easy. You could probably fall asleep while doing this and you’d still get it right.” Play around with finding the right style of words and humor that work well for you.
Step 3: Choose your top 5 intro lines to use for the trade show. You may find your favorite one, but your own brain will appreciate some variety during the show. Change it up sometimes.
Brainstorming Tip: When you’re drafting your new opening lines, consider: What problem are you solving and in which context? For whom are you solving it? What language/mental images do these people understand? What common knowledge tool/product/business case is your solution comparable to? (ie. "we are the google maps for sustainable shoe shops.", "we are the gorillaz of medicine.", etc.)
Goal for the week:
Tuesday: try out your top 5 intro lines on 1 person who has not heard them yet and make note of their reactions. Which line seems to be the most interesting/spark the best questions from your listener?
Wednesday: try out your 5 intro lines with 2 different people and make notes about their reactions Thursday: try out your 5 intro lines with 3 different people and make notes about their reactions