Three Feet from Seven Figures: One-on-One Engagement Techniques to Qualify More Leads at Trade Shows, by David Spark
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Three Feet from Seven Figures: One-on-One Engagement Techniques to Qualify More Leads at Trade Shows, by David Spark
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Trade shows and conferences are surreal environments of compressed time and space. Potential customers, whose lifetime value could mean millions to your business, are walking right past you. In Three Feet from Seven Figures: One-on-One Engagement Techniques to Qualify More Leads at Trade Shows you’ll learn what it takes to stop those people, engage with them, and quickly qualify them. You’ll also discover what it takes to motivate your employees to work hard every minute the trade show floor is open. It costs a fortune to attend a trade show. With all the sponsorship, preparation, and travel fees involved, companies spend as much as $5,000 to $35,000 an hour to exhibit on a trade show floor. Still, with all that preparation and money, very few companies take the time to determine how they’re going to interact with complete strangers. With so much riding on person-to-person selling, especially at trade shows, can your business afford not to learn the techniques in Three Feet from Seven Figures?
Three Feet from Seven Figures: One-on-One Engagement Techniques to Qualify More Leads at Trade Shows, by David Spark- Amazon Sales Rank: #813269 in Books
- Published on: 2015-10-13
- Original language: English
- Number of items: 1
- Dimensions: 9.00" h x .24" w x 6.00" l, .34 pounds
- Binding: Paperback
- 106 pages
About the Author David Spark (@dspark) is a veteran tech journalist and founder of Spark Media Solutions (sparkmediasolutions.com), a brand journalism firm that helps its clients be seen as leading voices in their fields through brand-quality media production. The company has worked with clients such as IBM, Oracle, Microsoft, Dice, Yammer, IGT, Sprint, Alcatel-Lucent, Tripwire, Riverbed, Zoho, and IndyCar Racing. Since 1996, Spark and his articles have appeared in more than 40 media outlets including eWEEK, Wired News, PCWorld, ABC Radio, John C. Dvorak’s “Cranky Geeks,” KQED’s “This Week in Northern California,” and TechTV (formerly ZDTV). In addition to traditional media, Spark spent ten years working in advertising and marketing at various agencies, the last being Publicis Dialog, where as New Media Director he launched the company’s New Media division. Spark also squandered more than a dozen years working as a touring standup comedian, a San Francisco tour guide, and comedy writer for The Second City in Chicago. Today, Spark co-hosts the weekly Tear Down Show roundtable podcast on the PodcastOne network. He blogs regularly on the Spark Minute and has been a regular contributor for Mashable, Socialmedia.biz, and Technologizer. Spark is a happily married father of two boys and lives in the San Francisco Bay Area.
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Most helpful customer reviews
4 of 4 people found the following review helpful. Great, Practical Advice By Paul Young This fairly short book captures the pain and possibility of trade shows. The author is completely practical in his advice. No psychobabble, theories, or weird systems that seem geared to getting people to attend paying seminars. Just solid ideas and guidelines on getting the most from your tradeshow investment. Highly recommended.
0 of 0 people found the following review helpful. Excellent By Autamme_dot_com Trade shows, love them or hate them, are still a necessary evil. Many who don’t go to them look at their colleagues with awe and jealousy, thinking it is a conveyor belt of jollity and fun. It isn’t. It can be damn hard work. For those who have to work there, manning the stands, it is even harder. It is an expensive place to be, when you calculate the hourly cost of everything, yet so many companies just don’t get it and waste a lot…This book, written in a wonderful, informal yet incisive manner, seeks to give some not-so-subtle hints to those involved in trade show exhibiting and hopefully clue them in on some better ways to maximise their activities. A lot of the advice is not rocket science, yet it is commonly overlooked so it does deserve a bit of positive reinforcement.Don’t be mistaken by this book’s compact size and what might appear to be a shortage of text. This format really works. Short, snappy and focussed nuggets of advice, rather than lengthy screeds of admonishing, finger-wagging guidance. Something that attracts and allows you to react, rather than be repelled and switched-off.The author notes that the potential risks of alienating a trade show visitor, even subconsciously, can be great. A visitor can easily become a big customer, yielding millions of dollars for your company. Not only that, they may be a great advocate for your company, telling their extensive network just how wonderful your products are. It is possible that they never discover the charms of your company and its products, all because a sales person was busy talking to a colleague or playing with their mobile phone. It could be the trade show booth next door, with an alert, awake and welcoming staff with similar products to your own company that instead lands that rather large fish. Oh…The book is cheap. This is good. It means you could give a personal copy to everybody who might be tasked to be at a trade show and have them read it, read it once more and then again a final time for luck!When you consider the true cost of being at a trade show, and the author has a great way of calculating this and it can make you sick to the stomach with the grim reality, and start looking at the per-hour or per-minute cost, it will surely want to make you really hustle and be alert when manning the stand. If you are a manager or business owner it will really set your hackles up and make you want to keep your co-workers fully, entirely and totally engaged. With an even moderately reasonable presence, imagine a taximeter whizzing around with hundreds of dollars a minute. This is what is happening at a trade show when the totality of all expenditure is considered.You probably don’t intentionally set out to alienate your prospective customers, yet the signals being sent out can speak louder than words. As the author notes: “Non-verbal communications speak loudest. Your behaviour in the booth is sending a louder message to all the people walking by your booth than anything being displayed in your booth, including the signage. If you're talking to your co-workers, eating, drinking, looking at your phone, or working on your computer, what kind of message do you think that sends to the people walking by your booth? Do you think anyone wants to talk to you? All of that behaviour is being watched by people as they're walking by your booth, and none of it is inviting. Because of the non-verbal message you're sending, they're rejecting you before they even talk to you. In such a case you're getting hundreds if not thousands of rejections, with no possibility of a positive engagement.”Double ouch.The book continues in this vein. Punch, punch, punch. Rest. Punch, punch, punch. Rest. You want to and need to be shocked into looking over how your company engages at a trade show. A lot of the advice can also be utilised elsewhere. What a powerful combination at a low price. Yet this is a lot more than just behaviour modification, as important as this is. It is an entire check-up and primer for your trade show participation.
0 of 0 people found the following review helpful. David Spark does a great job of pin pointing key focus areas regarding how ... By brian powley David Spark does a great job of pin pointing key focus areas regarding how to gain more qualified leads at a trade show. In Three Feet From Seven Figures, he lays out simply, the must do steps to ensure that the often huge investment costs for a company to attend a trade show, are maximized by their personnel on the ground in the booth. You ‘learn how to play the last three feet’.Regardless of the social skills of your best employees, attending and running a booth at a trade show is not a natural human environment. It’s hard work, requires great skill and can be exhausting. Moreover, behavior at a trade show is, and should be about non-stop engagement. And so, like most things in life, it’s about the people. And it’s business, so time is money. This book helps with pre and post-show tips and techniques.David reminds us of how to look at the true hourly cost of being on the trade show floor, and how much wasted opportunity and potential slips away through poor human engagement strategies once the event is live. He outlines seven key steps for success, and then offers solid ideas on what to do to achieve a higher rate of qualified leads.First and foremost – have clear goals! Why are you there? What are you hoping to get out of the show?Second, invest in your people by training them in advance. Your staff have to learn to deal with rejection over and over, they must learn how to ask the right questions, tell a story, be confident, speak in a way others can hear them, be direct, learn how to qualify potential customers quickly, use time efficiently when speaking to non-buyers. And it doesn’t always mean manning your booth with your best sales people! But he does make it clear, that pre-show effort is a must - rehearse, rehearse, rehearse. And post-show, learn and take action.David covers the bases about dress code, body language and other cosmetic nuances that help attract people to your booth. He provides tips on how to use outside trade show specialists including magicians and improv comics. Whatever tactics you use, the basics on how to craft the best experience and gain a solid prospect list at trade shows are well documented in this book.David has spent countless hours interviewing people at trade shows, and has spent a lot of time with executives who spend small fortunes on promoting their company and products at trade shows. Three Feet from Seven Figures is rooted in first-hand observation and experience of what works and what doesn’t. It should be on the reading list of all who participate in such events.
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