Tips on how to network to win hot prospects at an EXPO.
The most important things is that success at EXPOs is about Networking not Selling. You need to understand the difference. The secret of Networking success can be summarised in two words. “Givers Gain”. You are looking to get into their network not just pitch them. Networking is a process you should take part in before, during and after the EXPO. Like all recruitment success move fast.
1. Identify your ideal prospective customers
Study beforehand who the exhibitors of the event are, especially the companies you are most interested in. Who are their leaders? Connect with them now on LinkedIn and refer to the EXPO. Know what they will be interested in. Enter them on Nutshell and add notes. Use a highlight pen on the EXPO map so that you waste no time going to the key stands.
2. Set goals for the day
Focus on results. You are there for hot prospects to develop into customers. Wait until you have two hot prospects before you go for a coffee break. Another two before lunch. Never leave without at least six you believe you can convert.
3. Have business cards at hand
Take business cards which must be printed with a clear promotion on the back. “Get A GRIP: Recruitment with 12 months payment spread and replacement guarantee” Or “We build sales team fast in any country”. You also must include your LinkedIn address which you have personalised. Collect cards and send a connection request on your phone as you are talking to them.
4. Make your approach
No time to linger, delay or be shy. Do not wait for them to talk to you. Exhibitors are there to be talked to.
a) Mirror them. Then say hello my name is XXXX. Tell me about what you offer? Develop rapport, trust, and have a genuine interest in what they are doing.
b) Let them do all the talking. Ascertain if and where the opportunities for Success Moves might be. You want to make them a trusted friend. Think about how you can help them and they will think about how they can help you.
c) At some point they will say, “And what do you do?”
Respond. We help growth companies scale by building them a high-performance sales team fast. Often with a 12-month payment spread and replacement guarantee”. Remember they have a stand and are there to win new sales and we can help them, perhaps by helping them get more customers. If they are a Director this will be interested. Talk like an educator not a sales person. If they are an employee find out the key contacts and best approaches.
5. Join in speed networking events and avoid seminars.
Seminars are non-productive, noisy and burn precious time, and whereas you get to know the talker, they do not see you. Pointless waste of time. Instead sign up for speed networking. You will get one minute and then move on.
6. Give out your card and say.
“Hi I am Alex We help growth companies scale by building a high-performance sales team fast. Often with a 12-month payment spread and replacement guarantee. That is all. Do not add to this, let them speak. Ascertain if they are a good prospect or not. Those that are not put their card in a different pocket. To the valuable ones and make a LinkedIn connection request immediately after the event from their card.
7. Talk to your neighbour
When you sit down for a coffee or lunch break, talk to the person next to you. Business people always open to a friendly hello. Might just be a good contact.
8. Listen more than talk.
Networking at trade shows involves being warm, without being intrusive and over the top, maintaining an open attitude, being ready to listen, asking questions and demonstrating a genuine interest in the other person. If you are interested, they too will be interested. Offer them help.
9. Qualify then stay talking or move On.
If you talk to someone interesting and nice but not a prospect or likely to have useful contacts, grab a few free sweats plus pens and move on. Time is key to hit your goal of 6 hot leads from the event.
10. Use the learning.
Talking with the movers and shakers at an EXPO will get you up to date in what is happening in your niche faster than any other activity. That will happen anyway so keep to your hot prospect target.
