Latest / What is Business Development? / Episode 162: “Stand Out and Sell More at Trade Shows” with Maree-Louise Santarossa

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Episode 162: “Stand Out and Sell More at Trade Shows” with Maree-Louise Santarossa · What is Business Development?

• 0:03
  Speaker 1: Welcome to the Business Development Podcast, brought to you by
• 0:07
  Speaker 1: the Global Business Development Association, delivering the strategies and tactics
• 0:11
  Speaker 1: to boost your career and corporate growth.
• 0:21
  Speaker 2: Hello, BD pros, and welcome to the BD Podcast, the
• 0:25
  Speaker 2: official podcast of the Global Business Development Association. I'm your host,
• 0:29
  Speaker 2: Tony Gray, and we're here today with our guest author,
• 0:34
  Speaker 2: Marie Santarosa. Now, let me ask you. Hey, all right.
• 0:41
  Speaker 2: Marie's here bright and early Australia time. It's 2.30 in
• 0:46
  Speaker 2: the morning her time. So we're going to go quickly
• 0:49
  Speaker 2: through this podcast and get her back in bed. But Marie,
• 0:52
  Speaker 2: great to have you here. And let me ask you folks,
• 0:54
  Speaker 2: you know, a lot of you are business developers. You've
• 0:56
  Speaker 2: been to trade shows. You walk the show floor, you
• 0:59
  Speaker 2: hand out some swag, you collect some cards. And then
• 1:02
  Speaker 2: you fly home exhausted and you call it a big win.
• 1:06
  Speaker 2: But did it actually work? Well, folks, foot traffic feels
• 1:11
  Speaker 2: like proof, but it isn't. Revenue is the proof. And
• 1:15
  Speaker 2: we're going to get into that proof real quickly. But,
• 1:18
  Speaker 2: you know, if you want some proof about how you
• 1:20
  Speaker 2: can generate some revenue, go to the Business Development Body
• 1:25
  Speaker 2: of Knowledge. It's available on Amazon. Grab your copy. And
• 1:29
  Speaker 2: this is the universal guide to our profession. Globally, business
• 1:33
  Speaker 2: development professionals have been certified by reading the Business Development
• 1:37
  Speaker 2: Professional Body of Knowledge. And if you want to learn
• 1:41
  Speaker 2: how you can get your certification, then go to our
• 1:44
  Speaker 2: website at gbdassociation.org. Okay, so let's talk a little bit
• 1:52
  Speaker 2: about Marie's new book. And the book is called Stand
• 1:57
  Speaker 2: out and sell more at trade shows. Turn your next
• 2:01
  Speaker 2: trade show into a sales machine. Now, Marie has 20
• 2:06
  Speaker 2: plus years where she's watched companies pour six and seven
• 2:10
  Speaker 2: figure sums into trade shows and then walk away with
• 2:14
  Speaker 2: nothing but a gut feeling and a stack of business
• 2:17
  Speaker 2: cards that nobody follows up on. And if you feel
• 2:21
  Speaker 2: like that, well, then this book may be perfect for you. Now,
• 2:25
  Speaker 2: The book is a no-fluff playbook for exhibitors who are
• 2:29
  Speaker 2: done treating trade shows as a leap of faith. And
• 2:33
  Speaker 2: it draws on two decades inside the exhibition industry. It
• 2:37
  Speaker 2: walks you through the entire life cycle of a trade
• 2:40
  Speaker 2: show program. Not just the three days on the show floor,
• 2:43
  Speaker 2: but the months before and after that actually determine whether
• 2:47
  Speaker 2: you make money or lose it. So, Marie Santorosa, welcome
• 2:53
  Speaker 2: to the show. Hi, everyone. Hi, Tony.
• 2:57
  Speaker 3: Thanks for having me. Yeah.
• 2:59
  Speaker 2: Marie, great to have you here so early at your time. Now, Marie,
• 3:03
  Speaker 2: tell us a little bit about how you got into
• 3:06
  Speaker 2: the business development profession and why did you write the book?
• 3:10
  Speaker 3: Well, I first started in custom exhibition stands, building exhibition stands,
• 3:18
  Speaker 3: and I enjoy the construction side of things in life.
• 3:22
  Speaker 3: I like to build things. And I I worked for
• 3:26
  Speaker 3: a company and then eventually went out on my own
• 3:30
  Speaker 3: and I started working with my own clients. And what
• 3:35
  Speaker 3: happened then was I didn't just deliver their trade show stand,
• 3:40
  Speaker 3: their exhibition stand. I would then also work with them
• 3:43
  Speaker 3: before the show and during the show and after the show.
• 3:48
  Speaker 3: So I really started to encompass the whole process, not
• 3:56
  Speaker 3: just delivering them a custom exhibition stand. And I enjoy that,
• 4:01
  Speaker 3: especially with my niche clients. I enjoy working with them
• 4:07
  Speaker 3: and helping them do, you know, planning and, and organizing and,
• 4:11
  Speaker 3: you know, measuring their success.
• 4:16
  Speaker 2: Yeah. Well, that's what we really want to get to
• 4:18
  Speaker 2: is how can we be successful in trade shows? So, uh,
• 4:23
  Speaker 2: I'm really excited to jump into your book here because
• 4:26
  Speaker 2: I think you're the first person to come on the
• 4:29
  Speaker 2: show so far and really deep dive on trade shows
• 4:32
  Speaker 2: and how to make them effective. And I've got to say,
• 4:35
  Speaker 2: those pain points that we talked about at the beginning
• 4:37
  Speaker 2: of the show, I felt them firsthand. And it's so
• 4:40
  Speaker 2: frustrating when you walk the show floor, you stood in
• 4:44
  Speaker 2: the booth, you sat in presentations, and then it's so
• 4:49
  Speaker 2: easy for people to think, oh, okay, well, that was
• 4:51
  Speaker 2: a great That was a great show. No, the only
• 4:53
  Speaker 2: great show you have is a show when you walk
• 4:55
  Speaker 2: away with deals. So can you walk us through the
• 4:59
  Speaker 2: first takeaway from your book, key tactic number one that
• 5:02
  Speaker 2: you would like to share with everybody?
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  Speaker 3: Well, my first tactic, my first tip would be make
• 5:12
  Speaker 3: an informed decision to go to a trade show. So
• 5:16
  Speaker 3: what I mean by that, you just can't– make a
• 5:19
  Speaker 3: decision and go, oh, I'm just going to go do
• 5:21
  Speaker 3: a trade show. What I notice a lot of people do,
• 5:24
  Speaker 3: especially when they're new to business and they're doing B2B,
• 5:27
  Speaker 3: they've already been to these trade shows and they go, oh,
• 5:30
  Speaker 3: I'm going to do this trade show. And that's how
• 5:32
  Speaker 3: they make a decision. So first off, you need to
• 5:35
  Speaker 3: research a trade show. You need to make sure that
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  Speaker 3: that trade show is going to meet your objectives and
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  Speaker 3: your ROI on a trade stand. And what people do
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  Speaker 3: is they should be looking, what people should be doing
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  Speaker 3: is looking at the show itself, checking it out on
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  Speaker 3: social media, on the website, some reviews. Sometimes the organiser
• 6:05
  Speaker 3: will be able to provide you with numbers and profiles
• 6:09
  Speaker 3: of who goes. I don't trust organisers to do that
• 6:15
  Speaker 3: sometimes because they inflate information. So you need to be
• 6:21
  Speaker 3: looking at social media on the organisers' sites, on your
• 6:31
  Speaker 3: competitors' sites if your competitors go, to have a look
• 6:34
  Speaker 3: at those crowds and some reviews and, you know, posts
• 6:38
  Speaker 3: about that show. The second thing is I wouldn't do
• 6:46
  Speaker 3: a show just because your competitors doing a show. I'll
• 6:52
  Speaker 3: give you an example. I've got a client I've been
• 6:55
  Speaker 3: working with for 15 years and this person's wrapped up
• 6:59
  Speaker 3: this show, this trade show, and people love him and
• 7:04
  Speaker 3: people always go to his stand. And his competitors see
• 7:08
  Speaker 3: that he has all this traction. And then they go
• 7:12
  Speaker 3: and then they spend all this money and they, you know,
• 7:16
  Speaker 3: you walk onto their stand, there's no one on there,
• 7:19
  Speaker 3: They're not engaging. And then the next year you don't
• 7:22
  Speaker 3: see them. So because he's got this show wrapped up
• 7:26
  Speaker 3: and he gives a lot and people enjoy being with
• 7:31
  Speaker 3: that particular client. So don't make a decision just because
• 7:36
  Speaker 3: your competitors go. Secondly, or thirdly, I should say, don't
• 7:42
  Speaker 3: make a decision. If you're already doing a trade show
• 7:45
  Speaker 3: and it's not working and you've done a few a
• 7:48
  Speaker 3: few of the things that I'm going to talk about
• 7:52
  Speaker 3: and it's still not working, then make a decision not
• 7:56
  Speaker 3: to go to that show. I had a client who
• 7:58
  Speaker 3: said to me, Marie, I'm not going to do another show.
• 8:00
  Speaker 3: I can spend more money taking my clients to Europe,
• 8:05
  Speaker 3: to our factory, and I get more sales from doing
• 8:09
  Speaker 3: that instead of doing trade shows. Okay, and that's my
• 8:13
  Speaker 3: first tip is to make informed decisions.
• 8:19
  Speaker 2: Yeah, I like that, Marie. Make those smart decisions about
• 8:22
  Speaker 2: the shows that you go to. And right now, when
• 8:26
  Speaker 2: we're recording this, we're toward the end of September. Folks
• 8:29
  Speaker 2: will probably hear this in October. That is an ideal
• 8:32
  Speaker 2: time in the calendar to sit down with your growth
• 8:36
  Speaker 2: team and really think about what you will do in
• 8:41
  Speaker 2: 2027 as far as trade shows are concerned. Will you exhibit?
• 8:45
  Speaker 2: Will you just attend the trade shows? And this is
• 8:49
  Speaker 2: a perfect time to really buckle down and do the research.
• 8:53
  Speaker 2: Don't just blindly go because you've been there in the past.
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  Speaker 2: If you went in the past, what did you get
• 8:58
  Speaker 2: out of it? Look at the return on investment that
• 9:00
  Speaker 2: you got out of it before. Yes, look at what
• 9:02
  Speaker 2: shows your competitors are going to, but do the research
• 9:07
  Speaker 2: to make sure that the ideal customers that you are
• 9:12
  Speaker 2: pursuing will actually be going to that show and you
• 9:17
  Speaker 2: can have meaningful engagement with them at that show as well.
• 9:22
  Speaker 2: So I think this is really perfect timing to have
• 9:25
  Speaker 2: the discussion. It all focuses on research. Now is a
• 9:28
  Speaker 2: great time to do it. So, okay, Marie, let's... Now
• 9:33
  Speaker 2: talk about the key takeaway number two or tactic from
• 9:36
  Speaker 2: your book. And folks, if you're just listening in, we
• 9:40
  Speaker 2: are talking about Marie Santa Rosa's new book. It's available
• 9:44
  Speaker 2: on Amazon. It's called stand out and sell more at
• 9:47
  Speaker 2: trade shows. Turn your next trade show into a sales machine.
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  Speaker 3: Okay.
• 9:53
  Speaker 2: Marie, let's talk about tactic number two on that sales machine.
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  Speaker 2: How do we get that thing going?
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  Speaker 3: Okay. So, uh, exhibitions, trade shows are a moving part.
• 10:04
  Speaker 3: They have so many moving parts. And the thing is
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  Speaker 3: you need to be organized. So you need to plan
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  Speaker 3: well in advance. That means you need to plan your stand,
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  Speaker 3: what you're going to put on your stand, who's going
• 10:19
  Speaker 3: to be at your stand and how everything is going
• 10:26
  Speaker 3: to work and come together for that show. Planning is
• 10:31
  Speaker 3: really important. So I usually start planning a stand, you know,
• 10:36
  Speaker 3: six months in advance. And then one of the things
• 10:40
  Speaker 3: that I notice a lot of nowadays is that a
• 10:44
  Speaker 3: lot of people can't sell face-to-face. And as they're coming through,
• 10:50
  Speaker 3: you know, I can see the younger generation aren't engaging
• 10:56
  Speaker 3: with people who walk past the stand and they don't
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  Speaker 3: know how to engage and how to sell a product
• 11:03
  Speaker 3: or a service. And I suggest that if you're going
• 11:07
  Speaker 3: to do trade shows, you need to train your staff.
• 11:11
  Speaker 3: And there is specific ways to train people to sell
• 11:16
  Speaker 3: off a stand. and that's what you need to do
• 11:19
  Speaker 3: train your staff they should know your product and service
• 11:22
  Speaker 3: straight away because you want to take your uh you
• 11:25
  Speaker 3: want to take attendees on a journey and you want
• 11:29
  Speaker 3: to know how that journey is going to happen on
• 11:32
  Speaker 3: your stand so you'll greet somebody then you'll take them
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  Speaker 3: to show you uh some information maybe a demo then
• 11:41
  Speaker 3: you're going to take their details and then you're going
• 11:43
  Speaker 3: to send them on their way and that's And that's
• 11:46
  Speaker 3: the beauty of trade shows is that you can do
• 11:48
  Speaker 3: this all in five minutes, okay? You can create a
• 11:52
  Speaker 3: relationship all in five minutes, but you have to have
• 11:55
  Speaker 3: your journey down pat for your attendee. The third thing
• 12:03
  Speaker 3: on that task is marketing, pre-marketing and setting up meetings
• 12:12
  Speaker 3: before that show. So you're going to market the hell
• 12:15
  Speaker 3: out of your exhibition stand. You're going to send out
• 12:18
  Speaker 3: emails to everyone you know that would be interested at
• 12:22
  Speaker 3: your show. And you're going to create some buzz and
• 12:25
  Speaker 3: say to them, this is what's going to happen at
• 12:28
  Speaker 3: the show. If you come and make an appointment with
• 12:31
  Speaker 3: us beforehand, we'll have something special, maybe a giveaway to
• 12:37
  Speaker 3: attract somebody to come in and have a chat on
• 12:41
  Speaker 3: your stand. So pre-marketing, there's also a little tip with
• 12:47
  Speaker 3: Facebook ads. So if you create a Facebook ad for
• 12:53
  Speaker 3: the area around a trade show, like a massive convention centre,
• 13:00
  Speaker 3: then the day before the show starts and the days
• 13:04
  Speaker 3: that are happening, the show days, I should say, and
• 13:08
  Speaker 3: the show days and afterwards, you're going to capture people
• 13:12
  Speaker 3: but around that center. And you can put in little
• 13:15
  Speaker 3: ads for, you know, come to our stand. We have
• 13:18
  Speaker 3: a special surprise for you. This is what you're going
• 13:20
  Speaker 3: to see. And that's a big tip is to, you know,
• 13:25
  Speaker 3: use Facebook ads around the time of that show around
• 13:30
  Speaker 3: that area.
• 13:33
  Speaker 2: Yeah, I like these. There's so much to unpack here.
• 13:36
  Speaker 2: First of all, what you said about preparing in advance
• 13:40
  Speaker 2: and That's just not just, you know, I think many people,
• 13:43
  Speaker 2: they just say, oh, prepared advance. Okay, yeah, we'll figure
• 13:46
  Speaker 2: out what stand we want. And I'm translating here between
• 13:50
  Speaker 2: stand and booth. In the US, we often say just
• 13:53
  Speaker 2: booth or exhibit booth or exhibit stand, I guess is
• 13:56
  Speaker 2: the preferred terminology in Australia. And, you know, it goes
• 14:00
  Speaker 2: way beyond that. It's more than just deciding, yeah, we're
• 14:02
  Speaker 2: going to get this 10 by 10 and this is
• 14:04
  Speaker 2: what the 10 by 10 will look like. No, what
• 14:07
  Speaker 2: you should be planning for in advance is not just,
• 14:11
  Speaker 2: the booth, but the people, the team, you know, trade
• 14:15
  Speaker 2: shows are a team sport and you want to make
• 14:18
  Speaker 2: sure that you have your A players in that booth
• 14:21
  Speaker 2: and those A players are trained well. You know, if
• 14:24
  Speaker 2: you take somebody that's great at cold calls and they're
• 14:26
  Speaker 2: your cold call person and you stick them in the booth,
• 14:29
  Speaker 2: they may not understand how to engage face to face.
• 14:32
  Speaker 2: They may not have the talking points down. You know,
• 14:34
  Speaker 2: as you said, that journey is, Those key win themes,
• 14:38
  Speaker 2: those key ghosting themes, those key talking points that your
• 14:41
  Speaker 2: team really needs to know about. And I also like,
• 14:43
  Speaker 2: you know, it's a visual sport as well where people
• 14:48
  Speaker 2: have to present the brand well. And, you know, it's
• 14:54
  Speaker 2: not just the booth. You can't expect the booth to
• 14:56
  Speaker 2: present the brand. It's what is everybody going to wear
• 15:00
  Speaker 2: a logo golf shirt? And is everybody going to be
• 15:04
  Speaker 2: dressed the same way? Perhaps they should. Should people be
• 15:07
  Speaker 2: in coat and tie and more business attire? Those things
• 15:11
  Speaker 2: need to be thought through. You just can't expect people
• 15:14
  Speaker 2: to show up because what they show up with is
• 15:17
  Speaker 2: all they packed. So you can't expect them the day
• 15:20
  Speaker 2: of the show to go change into something else. So
• 15:23
  Speaker 2: think through those fine details. And I really like what
• 15:26
  Speaker 2: you said too, Marie. there's a phrase called RBF. I
• 15:31
  Speaker 2: don't know if you've heard it. Have you heard of RBF?
• 15:33
  Speaker 2: I call it resting booth face. It's when people stand
• 15:39
  Speaker 2: in a booth and they are just so uninterested. They're
• 15:42
  Speaker 2: so uninviting. Maybe they're sitting down, sitting down behind a table.
• 15:46
  Speaker 2: They're not approachable. So your team not just has to
• 15:50
  Speaker 2: be taught about the talking points. They also need to
• 15:53
  Speaker 2: be taught taught on the presence. Be engaging, be open.
• 15:58
  Speaker 2: Welcome people into the booth. Have a smile on your face.
• 16:01
  Speaker 2: And to do that, it's tough for six hours at
• 16:05
  Speaker 2: a time. So you have to rotate people through the
• 16:08
  Speaker 2: booth as well. Give them the break. I mean, it's
• 16:10
  Speaker 2: tough standing on your feet that long. I'm also one
• 16:14
  Speaker 2: of those people that don't have a table, don't have
• 16:16
  Speaker 2: anything that's going to divide you between the walkway and
• 16:21
  Speaker 2: your booth. You want them to come in the booth.
• 16:23
  Speaker 2: I worked at a company previously where we had a
• 16:26
  Speaker 2: couple of couches and chairs in the booth and people
• 16:28
  Speaker 2: would just, they'd use it as a rendezvous point to
• 16:30
  Speaker 2: just kind of link up and do meetings with us
• 16:33
  Speaker 2: or we would introduce them to other clients. And it
• 16:36
  Speaker 2: really created kind of this more collegial, collaborative atmosphere where
• 16:40
  Speaker 2: it just kind of drew other people in. They're like,
• 16:43
  Speaker 2: what's going on over here? So You know, everybody was
• 16:45
  Speaker 2: really having a good time, smiles on their faces. So
• 16:48
  Speaker 2: I love this. I love this. I could talk to
• 16:49
  Speaker 2: you for hours about trade shows because it's so cathartic
• 16:54
  Speaker 2: talking about these things. Me too.
• 16:56
  Speaker 3: I could talk hours too.
• 16:59
  Speaker 2: All right. But, you know, it's a late hour for
• 17:01
  Speaker 2: you and we're not going to do that. We're going
• 17:03
  Speaker 2: to keep rolling through this. Okay, Marie. let's talk about
• 17:07
  Speaker 2: the key tactic number three from your book. Again, folks
• 17:10
  Speaker 2: just listening in, it's called Stand Out and Sell More
• 17:13
  Speaker 2: at Trade Shows. All right, Marie, take us home with
• 17:16
  Speaker 2: tactic number three.
• 17:21
  Speaker 3: Okay, if you are not doing this, then you're wasting
• 17:26
  Speaker 3: your money, okay? If you are not successfully qualifying good
• 17:33
  Speaker 3: leads at a trade show, you're not doing your job. Okay.
• 17:39
  Speaker 3: And the amount of people that just don't qualify leads
• 17:43
  Speaker 3: that don't have a, an automatic system and we, everyone
• 17:47
  Speaker 3: can set up an automatic system to take leads. I
• 17:49
  Speaker 3: know the organizer will give you a lead capture, um,
• 17:52
  Speaker 3: you know, app to do this. You don't have to
• 17:55
  Speaker 3: use their, um, lead capture app. You can create your own,
• 17:58
  Speaker 3: you know, get on the internet, find something that's going
• 18:01
  Speaker 3: to be suitable for you. Uh, and make sure that
• 18:05
  Speaker 3: you automate it. So why I'm saying this is because
• 18:09
  Speaker 3: 80% of exhibitors don't follow up leads after the show.
• 18:15
  Speaker 3: Now that's a figure worldwide. And that comes from the
• 18:21
  Speaker 3: center of exhibitions in Texas. So it's a huge number.
• 18:28
  Speaker 3: 80% don't follow up. How much money are you leaving
• 18:31
  Speaker 3: on the table? So I want you, if you don't
• 18:34
  Speaker 3: do anything other than take away this tip, is I
• 18:39
  Speaker 3: want you to qualify your leads and follow them up
• 18:44
  Speaker 3: because if you don't, you're not making money, you're wasting
• 18:48
  Speaker 3: your time, and you're better off, you know, doing cold
• 18:53
  Speaker 3: calling from a desk in an office.
• 18:56
  Speaker 2: Yeah, well, as they say, fortunes are in the follow-ups and,
• 19:00
  Speaker 2: You know, it is easy to come back with a
• 19:02
  Speaker 2: big stack of cards and then, uh-oh, a week later,
• 19:05
  Speaker 2: you forgot what the discussion was about. Like, you remember
• 19:08
  Speaker 2: the person, but you don't. And that's why I like
• 19:11
  Speaker 2: what you say is qualifying those leads right there in
• 19:15
  Speaker 2: the booth. And again, this goes back to tactic number
• 19:18
  Speaker 2: two in training your people. It's not just to grab
• 19:22
  Speaker 2: the card, ingest it into some sort of card scanning
• 19:25
  Speaker 2: tool that you have, but to actually qualify that prospect
• 19:29
  Speaker 2: that's standing there Are they a good fit for the company?
• 19:34
  Speaker 2: Yes or no? Okay, they are. Great.
• 19:36
  Speaker 3: Why?
• 19:37
  Speaker 2: What is the data? And then what did you discuss?
• 19:40
  Speaker 2: What are the next best actions? Record those while they're fresh.
• 19:46
  Speaker 2: And in fairness to your other teammates you may not
• 19:49
  Speaker 2: be the one that follows up on that lead. So
• 19:51
  Speaker 2: you have to give your teammates enough information to go
• 19:54
  Speaker 2: on so when they pick up the phone or they
• 19:56
  Speaker 2: send an email a week after the conference, they're speaking
• 20:00
  Speaker 2: from an informed position and they're not starting from step
• 20:05
  Speaker 2: one in the conversation. So lots of great things. information
• 20:10
  Speaker 2: we shared today, Marie. This is one of the really
• 20:18
  Speaker 2: great topics for folks to focus on right now because
• 20:22
  Speaker 2: it's ideal time of year. But folks, go out and
• 20:25
  Speaker 2: grab yourself a copy of Marie's book. If you're planning
• 20:28
  Speaker 2: for 2027, you really want to maximize the return on investment.
• 20:33
  Speaker 2: The book is jam-packed with a lot of great tactics.
• 20:35
  Speaker 2: We only covered a few of them today. Again, the
• 20:38
  Speaker 2: name of it is Stand Out and Sell More at
• 20:41
  Speaker 2: Trade Shows. Turn your next trade show into a sales machine. Now, Marie,
• 20:46
  Speaker 2: can you tell folks how they can connect with you
• 20:50
  Speaker 2: and follow your work, maybe become a client of yours?
• 20:54
  Speaker 3: Yeah, look, I'm on LinkedIn. LinkedIn is the perfect platform
• 20:59
  Speaker 3: to to contact me. I am active on LinkedIn and
• 21:06
  Speaker 3: I also have a social media presence if you want
• 21:10
  Speaker 3: to have a look at my social media. But my
• 21:13
  Speaker 3: book is on Amazon. You can buy it or download it.
• 21:17
  Speaker 3: I will probably be doing an audio book soon. I
• 21:23
  Speaker 3: just have to get the courage up because some of
• 21:27
  Speaker 3: the information is technical and sometimes you're Doing an audio book,
• 21:32
  Speaker 3: you get tongue-tied. But I really want to stress that
• 21:42
  Speaker 3: trade shows are not dying because people want that interaction
• 21:47
  Speaker 3: and build that face-to-face relationship. So you will find that
• 21:55
  Speaker 3: you will get more out of a trade show than
• 21:58
  Speaker 3: just doing marketing on social media or emails. I think
• 22:03
  Speaker 3: that you'll make a lot of money, but you need
• 22:05
  Speaker 3: to be able to do a number of key steps.
• 22:09
  Speaker 3: And if you're not doing those key steps, you're not
• 22:12
  Speaker 3: going to succeed. Yeah.
• 22:14
  Speaker 2: And just to summarize those key steps, those first three
• 22:17
  Speaker 2: tactics that we talked about, Tactic number one is do
• 22:21
  Speaker 2: your research. Don't go to a trade show just because
• 22:23
  Speaker 2: your competitor's going or your friends are going. Really do
• 22:26
  Speaker 2: the research. Make sure it's something that's going to generate
• 22:29
  Speaker 2: some sort of return on investment for you. And if
• 22:31
  Speaker 2: you want to really maximize that return on investment, then
• 22:34
  Speaker 2: tactic number two is make sure you plan properly. Plan
• 22:37
  Speaker 2: the team, plan the booth, plan all those aspects so
• 22:40
  Speaker 2: that you can go into that trade show. And then
• 22:44
  Speaker 2: when you're there, tactic number three is get those leads
• 22:48
  Speaker 2: and don't be the ones that miss out on the
• 22:52
  Speaker 2: 80% and only respond to 20% of those leads, maximize
• 22:56
  Speaker 2: the return on investment on all 100% of those leads.
• 23:00
  Speaker 2: And as they say, fortunes are in the follow-ups. And
• 23:03
  Speaker 2: if you're curious about how you can generate more fortunes,
• 23:07
  Speaker 2: then follow up with Marie online on LinkedIn. Marie Santorosa,
• 23:11
  Speaker 2: thank you so much for joining us, especially at this
• 23:14
  Speaker 2: late hour in beautiful Australia. Can't wait to have you
• 23:17
  Speaker 2: back on the show again sometime soon. Maybe when you
• 23:20
  Speaker 2: do that audiobook version, we'll have you back, Marie. Thank
• 23:24
  Speaker 2: you so much.
• 23:25
  Speaker 3: Thank you, Tony. Thanks, listeners. I really appreciate it. And
• 23:30
  Speaker 3: it's going to be a beautiful day here in Australia.
• 23:32
  Speaker 3: It's going to be 30 degrees. It's going to be fantastic.
• 23:35
  Speaker 3: But I'm going to go to bed right after this.
• 23:39
  Speaker 2: All right. Sounds great, Marie. Thanks again so much. And
• 23:43
  Speaker 2: we look forward to talking to you again sometime soon.
• 23:46
  Speaker 3: Thank you.
• 23:49
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• 23:53
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• 23:58
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• 24:02
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