Ben Camerota
Ben Camerota is the President of MVP Visuals, suppliers of custom branded displays for trade shows, retail promotion and corporate events
Trade Show Talk: How to Convert Prospects Into Leads
April 4, 2015
With today’s modern technology, we communicate in so many different ways – text, email, chat, tweets, and the list goes on. Even in the marketing world, a huge portion of our interactions are through these newer, more remote channels. Yet every year, thousands of people still choose face-to-face marketing and interaction, by visiting or exhibiting at trade shows.
In-person communication at an event or trade show can be much more valuable than an email campaign or social media interaction – assuming you get that communication right. You typically only get one chance to help an event-goer understand what your business does and how it can help them do what they do better.
The key to converting a valuable trade show lead is speaking to the specific needs of their role, whether you’re talking to the CEO of a huge company or the administrator of a startup. It’s likely that your business offers many different advantages to those who buy in, not just one or two benefits – so why are your booth’s salespeople just sticking to one or two talking points? If you want to improve the communication you have with leads at your next trade show, follow these steps:
Step 1: Prepare Your Angles
Start out by making a list of the benefits your company offers to customers who purchase your product or services: things like up-front cost savings, free technical assistance, free service checks, greater efficiency, higher quality materials, more experienced staff to help, ease of use, etc. Think about the feedback you get from your happy customers and repeat buyers – why do they prefer you to the competition? Be specific and write down key examples.
Step 2: Plan for Personas
Often the only information you have to go on when someone approaches your booth is their name, position and company. Well in advance of your show, create profiles of the types of leads you’ll talk to: CEOs, CFOs, buyers, team leaders, administrators, even entry-level staff and clerks. Connect these profiles to your list of benefits from Step 1, identifying the perks that are most likely to appeal to each persona. For example, a team manager might be most concerned with how your product could improve efficiency within his team, whereas a CFO is wondering if your service could help with budget planning for next year.
Step 3: Train Your Booth Staff
These folks are the smiling face of your brand at every event, and they could be your best mouthpiece with the right training. Organize training before your event, even for experienced staff, and make sure everyone is well versed in the list of benefits to discuss, and the profiles that can help them decide which benefits to discuss with which visitors.
Step 4: Listen and Adjust
Training isn’t just about memorizing personas. Teaching your staff to listen first is vital since many leads will happily share their pain points, needs and concerns upfront – making it much easier to speak to the solutions you can offer them! Make sure your staff understand that their pitch (no matter how well-rehearsed) comes second to asking questions and listening carefully, and should be tailored on the spot to address the needs of that lead.
Partner Voices
MGM Resorts is renowned for its exceptional service and diverse venue options across Las Vegas, Detroit, Springfield, National Harbor, Biloxi, and Atlantic City, providing flexible spaces for meetings of any size. Beyond these offerings, MGM Resorts distinguishes itself through a strong commitment to social responsibility and sustainability, making it an ideal choice for your next meeting.
At the core of MGM Resorts' company values is its platform, "Focused on What Matters," dedicated to meeting customer needs while advancing socially responsible practices. This commitment is evident in several key areas:
Protecting Natural Resources
MGM Resorts is home to industry-leading recycling, renewable electricity and water conservation programs. Some highlights include a cogeneration power plant at ARIA, producing ultra-efficient electricity; one of America’s largest contiguous rooftop solar arrays atop the convention center at Mandalay Bay; and onsite wells that provide water for the celebrated Fountains of Bellagio, avoiding reliance on precious Colorado River water. These efforts and many more save on natural resources while boosting attendee satisfaction.
Committed to Community
Always striving to be good neighbors, MGM Resorts works to avoid food waste and combat food insecurity with the Feeding Forward program. In partnership with local food banks, they safely divert unserved food to food insecure members of the community. Since 2016, over 5 million meals have been provided, highlighting MGM Resorts' commitment to minimizing food waste and addressing community needs.
MGM Resorts supports clients in their responsible-meetings efforts, not only with efficient venues but also waste-reducing décor and signage; sustainable food and beverage options; and outreach to help planners communicate sustainability efforts to attendees. What’s more, they offer a Mindful Meetings series that puts attendee wellness first—through fitness and mindfulness activities, and in give-back events with local charity organizations.
Fostering Diversity & Inclusion
To MGM Resorts, a diverse and talented workforce is essential to success. By cultivating innovative strategies that consider multiple perspectives and viewpoints, the company creates an inclusive workplace culture that benefits its employees and community. MGM Resorts takes pride in being a welcoming home for veterans, individuals with disabilities, people from diverse backgrounds, LGBTQ+ community members, and more. This commitment to inclusion is reflected in the company's recruitment and hiring practices and its social responsibility initiatives. From the workplace to the community, MGM Resorts' commitment to diversity, equity and inclusion remains unwavering, and its efforts continue to create a more equitable and sustainable world for all.
MGM Resorts offers unparalleled service and venue options while standing out for its proactive approach to sustainability and community engagement. Choosing MGM Resorts for your next meeting means aligning with a company that values social responsibility, efficiency, and attendee satisfaction, ensuring a meaningful and impactful event experience.
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