Guidelines for impactful business events

Building brands & developing communication for organizational impact keeps us excited facebook.com / kad.consultants

disclaimer: this e-Book is for information purposes only

this puBlication has no commercial value.

content is copyright of respective owners.

guidelines for

impactfulbusiness events


contents1. making Business introductions

2. shaking hands

3. exchanging Business cards

4. non - verBal communication

5. tips to man your kiosk

6. starting conversations

7. creating a cheat sheet

8. generating Business leads

9. lead form

10. the essential check-list

Disclaimer: This E-book is for information purposes only. This publication has no commercial value. The material contained is intended to provide only general information and aims to address the most frequently asked questions about events / conferences / exhibitions / trade shows. It should not be treated as comprehensive nor complete. It should be read in conjuncture with the organisation’s standard policy on communication. Attempts have been made to provide copyright credit wherever available and possible. Content is copyright of respective owners.


Business etiQuette

1. making business introductions

Introductions are an important part of business. Handled appropriately and with ease, they are an indicator of a confident business professional.

SEQUENCE OF BUSINESS INTRODUCTIONS

1. STAND Shows respect and consideration for others

2. MAKE EYE CONTACT Proves that you are focused on meeting the person

3. SMILE Creates a positive atmosphere

4. INTRODUCE Provides a platform to know a person better

5. SHAKE HANDS A part of global business etiquette

6. EXCHANGE BUSINESS CARDS Summarizes a person’s work function & details

Image from online resources, is for representative purposes only. Image is the copyright of its respective owners.


IS YOUR SMILE GENUINE?

Tip: Genuineness in a smile is visible in a person’s eyes!

A FEW GOLDEN RULES

WHILE INTRODUCING OTHERS...• In the business world introductions are based

on a person’s rank or position in a company and is regardless of age or gender.

• Introduce the less powerful person to the more powerful person first, regardless of age or gender.

• The client should be introduced first, even if you are with someone of higher rank within your company.

• When someone holds a formal title (eg: doctor, professor), use it when introducing him or her.

• Any business introduction should include the information (a) Name of the person + (b) Title & designation + (c) Company name

• Do not use first names unless requested to. The suggestion should come from the older person or the one of higher rank or the business client.

WHILE INTRODUCING YOURSELF...• If you’re at a meeting or event and no one

introduces you, it’s fine to introduce yourself. • Walk up to the person or people you’d like to

meet and introduce yourself.

Mr. Gupta, I would like you to meet Ms. Patel, who is the Sales

Manager for ABC Ltd

Ms. Patel, I would like to introduce Mr. Gupta – our Vice President of

Purchase.

Hello, I am Neha. I am the Vice Presidnet of Purchase with XYZ

Company.



A handshake is the physical greeting that accompanies the verbal introduction.

You should shake hands:• When meeting a person for the first time • When being introduced to someone• When renewing acquaintances• When ending a transaction• When leaving a business meeting or social function• When saying good-bye

Not shaking hands could be perceived as a sign of rejection or indifference and could be very insulting to the other person.

Business etiQuette

2. shaking hands



SOME INCORRECT HANDSHAKES

THE CORPORATE HANDSHAKE

When you are introduced to someone you should always stand, make eye contact and shake hands.

A handshake should be firm.

You should grip the other person’s hand so that the web of your thumbs meet.

Shake hands a couple of times being sure to perform the motion from the elbow not from the shoulder.

About 3 shakes is sufficient.

Then, release!

PULL IN PUSH OUT

FINGER CRUSHER HAND BREAKER

Source: ‘How to read a person like a book’; Gerard I. Nierenberg


Business cards are an effective means that carry all the information about you and your company that you want people to know.

SOME ‘DOs’ WHEN EXCHANGING BUSINESS CARDS• Ensure that you always have clean business cards kept

in a card case.• Keep the business card case in an easily accessible

part of your bag.• Give and receive with both hands (whenever possible).• When giving a business card, hold it so that the

readable text faces the receiver.• When accepting a business card, acknowledge the

contents of the card by reading it.• Then place the card you receive in a business card

case /planner / notebook / table (if you are about to start a meeting).

SOME ‘DON’Ts’ WHEN EXCHANGING BUSINESS CARDS• Do not hand out torn or worn business cards.• Do not toss a business card to a person seated across

a meeting table. If you have to hand him / her a card, come around the table and present it.

• Never place a business card in a wallet that will be put in your back pocket. Doing so shows disrespect and an all around lack of organization on your part.

• Do not force people to give you their business card.

CULTURAL DIFFERENCES• CHINA: Business cards are always offered with both

hands and always received with both hands.• JAPAN: Business cards can be offered with only one

hand but are always received with both hands.• MIDDLE EAST: Do not attempt to shake a woman’s

hand unless she offers to do so first.• GLOBAL: Do an internet search on any cultural

differences that you need to be aware of, so as not to cause unintended offense.

Business etiQuette

3. exchanging business cards



Non-verbal communication (facial expressions, hand gestures and posture) is an important component of personal business interactions.

Non-verbal communication can help to get a message across, or to successfully interpret a message received from another person.

Sometimes non-verbal messages contradict the verbal; often they express true feelings more accurately than what’s spoken or written.

Exhibiting and recognizing non-verbal messages can be an important tool in business negotiations and closure of a deal.

Business etiQuette

4. non-verbal communication



INTEREST SINCERITY / HONESTY CONFIDENCE

BOREDOM SECRECY AGGRESSION

OPENNESS EvALUATION EXPECTATION

DEFENSIvE IMPATIENCE DISCOMFORT

examples of non-verbal communication



ready reckoner

DESPAIR FRUSTRATION ANGER / AGGRESSION

ASTONISHMENT / SURPRISE INDIFFERENCE SUPERIORITY



Engaging well with participants at an exhibition is a skill. Some take to it naturally, some can be taught. Those who can’t or won’t engage, even after training, should be kept away from the kiosk, unless their other knowledge makes them worth feeding leads started by others. Those who succeed at engaging attendees are valuable, so keep them on your kiosk staff short list.

You can’t generate a big pile of trade show leads if you’re not adept at sparking and fanning the flames for many conversations. So let’s do a deep dive on the start of the interaction that takes place in only a few seconds.

1. Trade show kiosk staffers can only engage with attendees when they have their eyes on the aisle.

2. Kiosk staffers that talk to each other can’t engage with attendees.

3. While some staffers can attempt to qualify leads by reading attendees’ badges as they walk down the aisle, that’s only for experts, because it can backfire. People don’t like to be treated as a number. If you are qualifying by the color of their badge, then go ahead, because you can see that from a distance. But if you try to read their company name to prequalify them, they will catch you and be offended. And if you read their name and call them by name, they will perceive you as very cheesy.

4. Open-ended questions are the best way to start a conversation, such as “What are you looking for at the show?”

5. If you see an attendee really looking at your kiosk, ask them, “What do you like that you see?”

participant tips

5. tips to man your kiosk



6. Good engagers build relationships quickly. A great question to ask is, “Where are you from?”

7. This is a trade show, not a client’s office, so don’t take too long to get the conversation going towards the next step.

8. Engage with people only when they are less than 6 feet away. Too much farther, and it will feel forced, and they will recoil.

9. Wait for the moment when they look you in the eye to say your engaging statement / question. Unless they are really close, and they will look at you when they hear your voice.

10. During the course of the show, try standing in different sides of your kiosk, to see which one has the most traffic flow, and then stay there.

11. If you are reluctant to engage with people as they walk by, remember that they paid money to travel to the show to find solutions to their problems, and you may have that solution.

12. Engaging with attendees can be hard work, so take a short break after an hour or two. Grab a water bottle and a snack and take ten steps out of the kiosk, turn around, and watch the kiosk while you snack. You’ll gain perspective of what attendees see.

13. Engaging with attendees is very valuable to your company, so take a short lunch so you can get back fast.

14. Starting a conversation with an attendee is much,

much easier if you have a good demonstration, giveaway, or in-kiosk activity to get attendees to walk into your kiosk themselves.

15. If an attendee is attracted to your kiosk by a giveaway, don’t let them just grab it and leave; use the moment to start a good conversation that leads to a lead.

16. If you stand with a relaxed and open posture, you will be more welcoming than if you have your back to the aisle or your arms crossed and your head down.

17. Keep the most valuable tools of your trade in your hands — like a lead card on a clip board, and a pen, or an iPad, or your awesome giveaway.

18. Encourage your kiosk staffers to engage with more people by having a contest for the most leads.

19. If all staffers are busy, then train your already-engaged staffers to quickly say to impatient attendees waiting for a kiosk staffer, “I will be with you in a moment when I finish this conversation.”

20. GET OFF YOUR PHONE! You can’t engage an attendee when you’re already on the phone.

And remember, you’re not finished with your kiosk visitor simply by engaging with them. You still need to find out if they are a viable prospect and what interests them, present the part of your story that is relevant, and then finish your conversation by committing to the next step.

Source: www.skylinetradeshowtips.com/the-27-rules-of-engagement-for-booth-staffers/



Kiosk staffers are typically well versed on their products and company, but when it comes to opening a conversation with strangers at trade shows, they’re completely tongue-tied. What questions should they ask to get the conversation started?

The trick to effectively engaging attendees at a trade show is to be proactive, rather than just sitting in your kiosk and waiting for passersby to come to you. But in order for your kiosk staffers to properly engage attendees, they’ll need a few well-crafted questions in their arsenal.

Here are some dos and don’ts to help you develop questions that will lead to effective and equally beneficial conversations between staffers and attendees.

DON’T ASK A qUESTION IF YOU DON’T WANT - OR CARE ABOUT - THE ANSWER. When people ask, “How are you doing?” do they really want to know the answer? Probably not, especially if they’re staffing a kiosk, because: a) the person will reply with “I’m fine,” and this answer will lead you nowhere, or b) the person will launch into a lengthy explanation of how not fine they are, in which case you’ve wandered into an uncomfortable social situation without a clear escape route.

So before the kiosk staffer asks a question, make sure he or she is actually interested in - and prepared for - all of the possible responses.

DON’T ASK A qUESTION IF YOU DON’T KNOW WHAT TO DO WITH THE ANSWER. For example, if kiosk staffers ask, “Have you heard about our new widget?” and the answer is “Yes,” staffers are usually at a loss for words. You can train your staffers how to create good questions, but you can’t train your visitors how to answer them.

participant tips

6. starting conversations



So think of all the possible answers and make sure you know how to respond to each of them. If you don’t have a follow-up response for each answer, find another question to ask.

KNOW WHOM TO PITCH TO.Trade shows are filled with interesting facts and ideas; however, this also means that attendees are bombarded with information at every turn, and they struggle to sort, grasp, and retain the relevant nuggets.

Thus, the last thing kiosk visitors want is irrelevant information. So asking, “Do you have a few minutes to see my presentation on .” is only offering them information they probably don’t want because you know nothing about them yet.

Plus, if they say “yes,” your presentation will be utterly untargeted, as you have no idea who they are, what they want, or what they intend to do with your information. Such a question is a colossal waste of time for everyone.

START ON COMMON GROUND. An easy way to open a dialogue is to ask visitors about something you have in common, such as the show or its sessions. So try questions such as: 1) “What brings you to the show?” 2) “Which sessions would you recommend?” and 3) “How many times have you attended this show?”

GIvE vISITORS AN EASY WAY INTO THE CONvERSATION. Sometimes people are just as nervous about opening a conversation as you are. So offer them something to comment on, such as your graphics or product or something else on the floor.

Such questions also give you insight into how to direct the conversation based on their interests. Try questions such as: 1) “What attracted you to our kiosk?” 2) “What have you seen on the show floor that caught your eye?” and 3) “What have you found most useful at the show?”

MAKE IT ABOUT THEM. Ask questions that demonstrate to attendees that you’re interested in them and their individual needs such as: 1) “What does your company do?” 2) “What are you looking for from the exhibitors?” and 3) “What are your goals for attending the show?”

With some carefully crafted questions and a bit of practice, your staffers will be tongue-tied no more, and before you know it, they’ll be reeling in attendees left and right.

Source: www.exhibitoronline.com/topics/article.asp



YEAR OF ESTABLISHMENT

TYPE OF COMPANY

HEADqUARTERS

LOCATIONS

STOCK EXCHANGE LISTINGS (IF ANY)

ANNUAL REvENUE / TURNOvER / PROFIT

BUSINESS GROWTH (CAGR)

NUMBER OF EMPLOYEES

BROAD PROFILE OF EMPLOYEES

FOUNDER / CHAIRMAN

CEO / OTHER KEY LEADERS

PART OF A BIGGER GROUP?

BUSINESS INTERESTS

LIST OF PRODUCTS & SERvICES

CAPACITIES

CAPABILITIES

NEW PRODUCTS

RECENT AWARDS

CERTIFICATIONS

RECENT NEWS RELEASES

INTELLECTUAL PROPERTY / PATENTS

CLIENT NAMES

CAREER OPPORTUNITIES?

NOTE: IN CASE YOU ARE NOT AUTHORIZED TO ANSWER A qUESTION, ESPECIALLY RELATED TO FINANCIALS, SHARE PRICES, BUSINESS PROJECTIONS, DIRECT THE qUESTION TO A RELEvANT BUSINESS LEADER PRESENT OR INDICATE THAT YOU ARE NOT AUTHORIZED TO COMMENT ON THE PARTICULAR SUBJECT.

participant tips

7. creating a cheat sheetInconsistency in information shared by individual participants can impact credibility of your brand. A cheat sheet with relevant facts & figures, ensures that all participants to an event are ‘on the same page’.


Lead generation is the act of stimulating interest amongst your target audience for a particular product or service you are selling.

Trade shows, exhibitions or conferences are places you can collect a pool of contact details of people who are potentially interested in your product. Here are a few tips to effectively generate business leads at trade shows.

participant tips

8. generating business leads




Imagine meeting with hundreds of prospective clients at a event where information has been shared, questions have been asked, promises have been made. We often rely on our memory but sometimes it fails us.

A lead form is a useful tool to capture relevant information in a consistent way, assign responsibilities and ensure commitments made, are kept.

DATE ____________________________ LEAD NUMBER

NAME _____________________________________________________________________________________

ORGANIZATION ______________________________________________________________________________

JOB TITLE ___________________________________________________________________________________

EMAIL _____________________________________________________________________________________

PHONE / MOBILE _____________________________________________________________________________

ATTENDED TO BY ______________________________________________________________________________

PRODUCTS / SERvICES OF INTEREST ______________________________________________________________

_______________________________________________________________________________________________

_______________________________________________________________________________________________

INFORMATION PROvIDED ______________________________________________________________________

____________________________________________________________________________________________

_______________________________________________________________________________________________

FOLLOW-UP ACTIONABLES ______________________________________________________________________

_____________________________________________________________________________________________

_______________________________________________________________________________________________

FOLLOW-UP DUE DATE _________________________________________________________________________

LEAD ASSIGNED TO _________________________________________________________________________

participant tips

9. lead form


BUSINESS STATIONERY

Business cards

Business card holder

Notebook / notepad

Pen

ELECTRONICS

Laptop

Laptop charger

Mobile phone

Mobile phone charger

Internet dongle

Pen drive

BUSINESS PROMOTION

Corporate presentation

Corporate brochure

Product brochure(s)

Promotional giveaways

PERSONAL HYGIENE & GROOMING

Mouth freshener

Deodorant

Tissues / wet wipes

Moisturizer

Comb / hair brush

AND ABOvE ALL, KNOW YOUR SUBJECT MATTER!

participant tips

10. the essential checklist



notes


aBout kad communication consultants

Organizations are constantly looking for more effective ways to communicate with their target audiences, to drive brand awareness, generate sales leads and impact revenues.

Our expertise lies in culling out what MORE can be done to enhance your brand and contribute to your business.

Since 2012, KAD Communication Consultants has served clients in manufacturing, infrastructure, real estate, lifestyle, hospitality, healthcare, community welfare, consultancy & services.

Our branding practices include strategy, positioning, expression, engagement, implementation, audits.

Our communication practices include marketing communication, strategic / corporate communication, employee communication, digital communication, event communication, learning & development.

The challenge to develop communication for organizational impact keeps us excited!

get in [email protected]+91 91589 97149 (phone / whatsapp)keithdsilva (skype)www.facebook.com/kad.consultantswww.linkedin.com/company/kad-communication-consultants

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Guidelines for impactful business events