Three Feet from Seven Figures
One-on-One Engagement Techniques to Qualify More Leads at Trade Shows
This book can be downloaded and read in iBooks on your Mac or iOS device.
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?
The tools and advice you need to have effective tradeshows
After working and attending trade shows for the past 26 years I have seen a few companies do a really good job–but far more often I see companies wasting their time and money because they made some fundamental mistakes. The biggest mistake companies make is spending all their time working on the booth and what is in it but no time on training the staff to engage customers and potential customers. In his book Three Feet from Seven Figures David Spark gives companies the tools and advice they need to turn their trade show efforts from a time such and questionable investment into a business success story.
New "best-practices" book for trade-shows
Excellent and immediately applicable advice, obviously written out of frustration by an author (obviously a veteran of decades of trade-shows) who's seen companies do all the wrong things over and over again with their extremely expensive trade-show booths. This book should become to the trade-show industry what "Ogilvy On Advertising" was the to ad-game: a clearly written, highly perceptive, and practical explanation of what works, what doesn't, and why!
Great light humorous tone and excellent illustrations make this a quick, easy read whose essential principles will stick with you for good. You'll never look at your own booth (or someone else's) the same. Great title too. A single business card just one arm's-length away can mean big money to you… or to the competitor down the aisle. After the reading the book, I was struck at how simple but non-obvious the core tips and tricks are.
Note: this also gives you an EXCELLENT way to "secret-shop" the employees manning your extremely expensive-per-hour booth. But do them a favor and make sure they know the rules of the road first by getting them all a copy in advance and expecting them to execute what can now be seen as the definitive "best-practices guide for the trade-show industry."
Want better outcomes from events?
Companies spend hundreds of millions of dollars a year on trade shows, often with little return other than a fishbowl of business cards. David has provided a step-by-step guide on not only how to maximize your trade show investment, but empower employees to take ownership and step up their own game. Written in an easy-to-read format sans the jargon, David provides practical steps, tips and tricks and instructions gleaned from years of experience walking the trade show floors and not only being an observer, but an active participant. In short, he’s practiced what he’s preaching. This isn’t just how to make your booth look pretty, this is how to activate booth staffers and employees to engage with attendees in a manner that translates to relationship building and sales. If you’re still coming back to the office with only business cards and swag, this book will fundamentally change how you approach trade shows to yield great returns.