87 Ways To Get More Out of Your Next Home Show, Part 9

This is the final article in the nine part series written by Matt Michel. This article can be read in its entirety on the Service Roundtable website. The article gives advice of what to do and what not to do at home shows.


80. Prepare a Presentation Story. Stories are memorable. Use a story to give your presentation about the products and services you want to stress at a show. Weave the elements together, telling the history of your company’s involvement or telling the story of a homeowner who bought the product. As much as you can, inject emotion to increase memorability.

81.Close. Return to your objective for the show. Is it lead generation or sales from the
booth? If lead generation is the objective, that’s the close. After your elevator speech, ask what the booth visitor would like to learn? Answer any questions. Give product demonstrations if appropriate. Then, ask for the order. Say, “If you don’t mind, let me get a little information from you.” Follow the lead sheet. Thank the prospect. Disengage.
If you fail to ask for the order, you fail to achieve your objective for the show. All the money and all the effort is for naught.

82.Debrief Daily. For shows that span several days, gather your team together at the end of the day for a brief review. What was memorable? What is working? What problems were encountered? How can the problems be fixed? What other adjustments are necessary. This is also a good time for each person to review the lead sheets and clarify or add to the notes. The meeting is also a chance to celebrate. Review the number of leads or sales generated by each person and total for the company. Compare it to the objective.

83.Be Prepared for the Media. Prepare a show press kit for the media. The press kit should contain a press release related to something displayed at the show, a company fact sheet (e.g., contact information including your website, unique selling proposition, company size, company longevity, products and services offered, and so on), a bio of the owner, a backgrounder on the product or service featured in the press release. Place all of this in a company folder. Work with show management to ensure you meet any press registered for the show. Add a small placard promoting the press kit. Print, “Press Kit: Available for Media.”

84.Follow Up Post-Show. When someone registers at your booth, follow-up. Mail personal thank you notes to every lead. The thank you note should come
from the person who talked with the prospect. Send a personal letter covering literature requests. If you are extending the show special, remind the prospect of the end date.

85.Add Everyone to Your Mail List. Any homeowner who registers for a contest or provides contact information should be added to your mail lists. Mail promotions. Mail your newsletter. The home show is the start of a relationship with the prospect. Stay
in touch.

86. Say Thank You. A home show is exhausting, for you, for your staff, and for the show. Send thank you notes to everyone. Thank your staff. Thank their spouses (especially if the show spans a weekend). Thank the show management. Thank your neighboring exhibitors for their help. Thank anyone at the show who referred or directed a prospect your way.

87.Conduct a Final Post Mortem. After the show is complete, the thank you notes are sent, and the leads are closed, hold a final debriefing meeting. Use the meeting as an opportunity to talk about improvements for the next show. Use the meeting as a venue to celebrate your performance.

Matt Michel is president of the Service Roundtable, an organization dedicated to helping contractors prosper. Matt is also the publisher of Comanche Marketing, a free marketing e-zine. Subscriptions are available at www.ComancheMarketing.com.
You can contact him directly at matt.michel@serviceroundtable.com.  
Or send your comments to Contracting Business at letters@contractingbusiness.com.