When you’re a sponsor or have an exhibit at a big event, your main goal is to convert leads into new clients as much possible. You want the opportunity to talk to people about what you do, let them get to know you, and then schedule a follow up appointment so you can go more in depth with them.
Step #1: Get Clear on Ideal Client
The first step is to get very clear on who your ideal clients are. If you don’t know, review your best 25-100 clients to see what they have in common.
Step #2: Talk about Your Ideal Client
Once you identify your ideal client, then you can start to talk about that with people who visit the booth. Say something like, “I work with people whose issues tend to be…” or, “I work with people who need this the most right now…” This helps people self-select to learn more about working with you or your products. This is similar to information you can put on your website to clarify for visitors what you do and who you work best with.
Step #3: How to Share Your Message
To clearly communicate who your ideal clients are, you can:
- Provide a handout that can be picked up at your booth
- Relay the message in a conversation
- Play a video loop on your laptop throughout the day
The script for the video could go something like this, “Hi this is John. Here’s who I work with and who I don’t work with. This is what you struggle with. This is what you need most right now. These are the results you’ll get. Now you know you’re in the right place.”
The key is to differentiate yourself from everybody else and establish your expertise by getting crystal clear on who you work with, so people can self-select.
To be sure you are qualifying your leads, ask prospects to do the same homework you would if they came to you from your website. Have them fill out the paperwork and email everything back to you prior to your “get acquainted” call. This practice helps you minimize tire-kickers who aren’t serious about working with you.
Short Follow-Up Sessions Work Best
The last thing to consider is to keep sessions to 20-minutes or less. You don’t want to give away your material during a long conversation. The purpose of the “get acquainted” call is to talk about the person’s problems and how you can help, not to provide solutions on the spot.
Your Client Attraction Assignment
Have you done enough work on identifying your ideal client? This is such an essential piece of the marketing pie because everything else you do is based on this basic understanding. Once you understand who your target is, you’ll find it much easier to locate where they hang out. Plus, you‘ll be able to see who else talks to this group so you can find joint venture partners easily as well. If your ideal client is still a bit of a mystery, take time this week to gain the clarity you need for greater success.© Copyright 2015 Fabienne Fredrickson