COOL TIP OF THE WEEK

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"Cool Tips of the Week" archived from 7/30/2008 email, which is a weekly email sent by Steve Miller to IMTS Exhibitors with quick tips, ideas, examples, advice, and just plain old good information on making the best of your IMTS Experience.

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STAFFERS

The E.Q.U.I.P. Formula - Part 3

This is Part 3 of the five-part series of emails covering the E.Q.U.I.P. Formula for staffers at IMTS 2008.

Last week I discussed the "Q" in the process -- QUALIFY.

The third step in the process is the "U," which stands for UNCOVER & UNDERSTAND.

Once you've opened the conversation and determined the attendee fits the profile of your target market, you want to uncover and understand their situation. You'll want to start asking questions that will tell you about their company, the type of business they're in, what types of projects do they work on, what size projects, who are their customers, what problems/challenges do they run into, what projects are coming up, ...?

Too often I see staffers launch into the sales pitch and not spend time learning about the prospect's needs. Nobody likes to be sold to. Invest this time in UNCOVERING & UNDERSTANDING their needs.

Next week I'll discuss the "I" in the E.Q.U.I.P. formula - INTRODUCE

E.Q.U.I.P. Tips

E - "E" stands for Entice & Establish
Q - "Q" stands for Qualify
U - "U" stands for Uncover & Understand
I - "I" stands for Introduce
P - "P" stands for Post-Show - COMING NEXT WEEK

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