General Session Attendance
A wealth of content is provided during the Summit general sessions, and guests exchange large volumes of information and ideas. This is your opportunity to learn what the compelling opportunities and challenges are for customers and prospects so you can really connect with their needs.
Listen to the content yourself and watch guests’ reaction to it. Chat with them about it at the conclusion of the session and dig to understand how it relates to their specific business operations.
This is not a time for you to be plodding away at email on your smartphone — it’s a time to listen and connect.
Make sure you cover the basics and introduce yourself and provide a business card to everyone at your table. Invite every guest at your table and those you bump into while traversing the event to visit you at your showcase space and give them a reason why—an interesting new product, program or marketing and sales idea they can learn if they visit you.
Put your showcase exhibit space number on your business card to make it easy for them to find you. As you collect cards (and email addresses and mobile numbers), consider sending an email or text message to reinforce the invitation to visit you at your showcase.
Showcase Exhibit Space
Your showcase exhibit space should be dual purposed, featuring:
an element or two that will attract guests not scheduled for meetings with you to stop and visit and
appropriate products and collateral to fuel your one-on-one meetings.
For the attractive elements consider one or two key stories or themes you can address that will be grabbers for the audience. Remember these are mostly senior executives driven by business reasons, like new revenue opportunities, increased margins and company valuation. Messages like “Cloud-based control for RMR”….”High Performance Architectural Speakers—High Margins, Easy to Sell and Install”…and such are the type that win the attention of browsing guests.
For your one-on-one meetings, recognize the limitations of a 15-minute meeting.
What objections do you need to overcome and what is the process by which you will continue to explore the opportunity. You should also work to uncover other sales opportunities beyond the presented products and programs.
Most important, use your scheduled time to book a follow-up in-person or webconference appointment. Get a tentative commitment to a specific day and time and confirm the appointment as quickly as possible after the event. This is your real measure of opportunity—if you can’t close an appointment you’re nowhere with the guest, if you can your product, reps and salespeople have a shot at a win.
Receptions & Social Functions
The Summit’s social functions and receptions are your time to build rapport — to expand your network.
At a pragmatic level for the Summit itself, use these functions to drive traffic to your showcase space. Give out cards with your showcase exhibit number, collect cards and send email or text invitations.
Don’t be shy. You’re just working the room and doing what a good salesperson does. Every guest at the Summit appreciates polite but hustling sales activities. After all, we’re all in sales in some shape or form!