Steve Smedberg's Marketer Morsels
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Steve Smedberg's Marketer Morsels
Bonus Content - WIIFM, is it a Tattoo or a Radio Station? - a chat with client and prospect engagement wizard Cindy Zuelsdorf
Are you ready to transform your trade show experience into a realm of genuine connections and opportunities? Our conversation with Cindy Zuelsdorf delves into the art of engagement at trade shows, where she shares her strategic insights on maximizing visibility and building lasting relationships.
Throughout the episode, we discuss the critical importance of recognizing the unique motivations of the attendees. This allows you to tailor your engagements and ensure prospects feel legitimately valued. Cindy’s insights highlight how simple strategies—like effective pre-event communication and asking thoughtful questions—can invite meaningful conversations.
Engagement doesn't end once the attendees leave your booth; Cindy emphasizes the significance of being authentic and proactive.
Join us for a lively discussion packed with practical advice on how to elevate your trade show presence. Whether you're looking to attract more visitors to your booth or cultivate lasting relationships
Don't miss out on more morsels like this, subscribe to our podcast, share your thoughts after listening, or leave a review to join the conversation!
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DREAM to +1 530 203-5703 for more on Cindy's Dream 100 methodology
or
SEVEN to +1 203-5703 for a free chapter from Cindy's book Seven Marketing Basics
Here is more Marketer Morsels bonus content. Cindy Zuelsdorf is the founder of Kokoro Marketing and a real wizard when it comes to applying the human touch through technology to create long-lasting, deep relationships with clients and prospects. I recently had a great chat with Cindy about how to apply that wizardry to trade shows. Here's that conversation. Welcome to Marketer Morsel's Bonus Content with Cindy Zuelsdorf. Hi, Cindy.
Cindy:Hey Steve.
Steve:How are you doing today?
Cindy:So good, happy to be here.
Steve:Awesome. Hey, cindy is the founder of Kokoro Marketing, author of Seven Marketing Basics and an expert on engaging with clients and prospects through automated technology. Did I capture that okay?
Cindy:I love that. That was perfect. Yes, did I capture that? Okay, I love that. That was perfect. Yes, all about it using that type of technology to connect with people and still be human and have conversations.
Steve:And that's, I think, one of the great things that I like about your work and we'll dive into that is it's important to have a human connection, not a robot connection, and I think that's one of the things you do really well. But before we get deeply into that, in the very first episode of the podcast I talk about the importance of why and, in terms of trade shows, why are we going? Are we going to generate sales? Are we going to introduce a new product? Are we going to collect leads? Whatever the reasons are, those have to be zeroed in before you do anything else. Now the folks listening have answered the why are they going to the trade show? And now what they want to know is why do they need to engage with customers in a deliberate campaign and how do they do that? So maybe you could talk a little bit, cindy, about what you do, your perspective on that and your philosophies and practices.
Cindy:Oh yeah, there's so much fun stuff to dig into there. Firstly, when you go to the show, of course you got into the why already in your other episode and just knowing why you're there versus why your customers are there, why your clients are there, so why the attendees are there, because this may just be Captain Obvious, but, that said, your reasons for being at the show, my reasons for being at the show, are different to what the attendees reasons are for being there, and so knowing that just puts puts you ahead of the curve, I think.
Steve:I think that's a really great point and in our first bonus content, when we talked about brand with Carol Phillips, she talked about insights and dove into that and she said a lot of times, the insight is staring you right in the face, um. And she also said what I thought was one of the greatest lines in the whole interview was um, the reason the customers are at the trade show usually don't have anything to do with what your product managers think it is.
Cindy:It's so spot on. It's so spot on.
Steve:How many times have you walked into a trade show booth and the person just starts telling you all the things, and they will go on for ten minutes or more explaining why they're there and what they want you to know right right, yeah, and, and so I think what I'm hearing you say is the first thing is to figure out what's in it for the people you're trying to engage with.
Cindy:Oh, yes, yes, I always joke. My next tattoo is going to be a WIIFM. I need the what's in it for me, and I don't mean me, I mean them.
Steve:Right, it's my favorite radio station.
Cindy:It's my favorite radio station, exactly so, wiif station.
Steve:Exactly so.
Cindy:W-I-I-F-M. Exactly. So once at a show we want to get people to the booth, right, and so do you want to talk about getting people to the booth or what happens once they get to the booth? What do you think?
Steve:Well, let's go serially. You know how do we get them there, okay, Right.
Cindy:So I'm thinking you've been to a show before, so you've got a list of people who you've talked to in the past maybe last week, maybe last month, maybe last year and so while it seems obvious to you that they should come see you at the show, it may not be obvious to you that they should come see you at the show.
Cindy:It may not be obvious to them. And so sending out several reasons why to them, why they should come see you, is such a good thing to do. I work with lots of folks who are worried about. Oh, I'm just going to send one email the week before the show. I don't want to bug anybody, we're not. They're going to the show and if you take, for example, the top four things you solve or the top applications that people ask you about, and send out four different emails with those four different angles and say, if any of this resonates with you, let's get together either at the show or if you're not going to be there, let's get there, get together on Zoom, that kind kind of thing. So that's just one of the many ways to get people to come see you. And it seems so obvious and clear. And yet we talk with folks all the time who aren't doing that because they're afraid they don't know what to say.
Steve:They don't want to bug people, so do that well I think it's interesting, um, in that the most obvious thing is well, of course, we should contact people ahead of the show and and try and uh lure them into our booth for lack of a better word, um, but what you're saying and I think this is the key to all of it, it's the reason for the first episode of the podcast is, you know, find a reason for them to go. Why should they come and see you? And so contacting people is great, but if you contact someone with a message that they don't care about, it's probably at best a wasted contact and perhaps worse because they'll become annoyed, whereas it sounds like what you're suggesting is for adding value to that contact, that messaging that resonates with them, gives them a reason to stop or put your booth or stand or whatever, on their attendee list.
Cindy:Yes, well, said exactly so. And we talked about reaching out with that message, those four messages, for example, to to the people that you know already, and one way is email, of course. So another way is social, like are you actually connected to those people on social? By the way? Are you connected to those people on social? By the way, are you connected to those people who visited you at your booth last week, last month, last year? That would be great. Grab a coffee and get connected to those people. If not, right.
Steve:So now we're at the show and people are either responding to our messaging or, for whatever reasons, they're coming to our booth. What's the key to engagement from your perspective, while you're there?
Cindy:So a little bit dialing back to the top of the conversation is knowing why they might be there. And if you don't know and we shouldn't assume we know we should definitely ask them. So if I see someone in the booth I mean there's a number of conversation starters you can, you know, fire away with like how's your day going? And stuff like that what brought you here? I think the thing to do is to be in a mindset of I'm not bugging anybody. People are here because they're at the show, they want to find out what's going on. And so, having that conversation with them and asking them like what's up, what are you looking for? What are your top goals, Without sounding cheesy, but just try to have a normal conversation where you can ask them what brought them there, what you can do for them, what do they need? Ask them about themselves, it's what do they need Ask them about themselves.
Steve:You know it's actually so brilliant and yet, like we've talked about, so obvious. In fact, one of the things that's becoming apparent as I have conversations with you and other folks putting this podcast together is most of this stuff is hiding in plain sight, right, but it's how you think about it. It's how you think about it and doing something about it based on all the knowledge you collect that really can help elevate you from you know just time to make the donuts at another trade show, kind of thing. You know, in fact, asking questions of people at trade shows, of course, anybody who's been in sales knows about the open-ended probing question idea, you know. And if I had a nickel for every time somebody, as I've walked through a show, has said can I help you with something? I'd have a hell of a lot of nickels. Can I help you with something? I'd have a hell of a lot of nickels. But my answer is always the same and that's the kind of question that gives the customer, the prospect, the attendee, the ability to say no, thank you Instead. You know, the open-ended probing question that I use the most is what do you like best about what you see or hear at my booth and I have a great story and I'm going to name drop here for a second, but I think it's one of my favorite experiences.
Steve:I was at the I think it was Comdex it was either Comdex or one of the consumer shows, ces, anyway and bill gates walked into the booth I was working and he had in tow a bunch of his staff, all in suits, walking very orderly behind him as if he was mama duck, and I looked bill gates in the face.
Steve:I tell people, the way I tell this story usually is I talk to Bill Gates, and it's important how I phrase that because I looked Bill Gates in the face. We're standing right facing each other and I said what do you like best about what you see here in the booth? And Bill is notoriously private, and so he looked to his left, he looked to his right, he looked up, he looked down at his shoes, and this happened a couple of times and in the matter of a second or two, he turned around and walked away without ever saying a word. But he could not say no, thank you, thank you, oh my gosh, it's so good, I love it so much. So, anyway, on that point, what are some of the other things while they're in the booth, besides asking them why they're there. That you think, from maybe a more technical standpoint, can really help up your know, up your show presence.
Cindy:I was just at a trade show in Barcelona and one of the things that helped me in the booth I was working in is that the folks who built the booth put a couple things on the wall that I could use and I could also point to while I was talking with somebody. So if somebody walked by, they could see this short tagline on the wall that actually said who they're for and what they solve, and so if someone's walking by and in three seconds they can see ah, I'm that kind of person, oh, they're solving that thing. Actually, that's been something on my list. So if there's something big on the wall that you can use while you're working in the booth and your, your customers, your prospects can see as they're walking by and go, aha, I relate, I think that's me.
Steve:That is super good as we record this and that's awesome as we record this interview. Um uh, we're just about to come out with the second tier of messaging episode and that's exactly what we're going to talk about, so you couldn't have promo'd that episode better, I love that here's.
Cindy:One might feel like it's I don't know, non sequitur, but anyways, I'm going for it. When we talk with people, if we can use the word you, you demonstrated it perfectly in your story right there. So instead of me saying I have this, we have this, our things that are new are this If there's any way to dial down the I, we and us and dial up the you your in that conversation, it's going to put the focus on the person you're talking with, and so if we're talking about here are some new items that you might be interested in. They might help you with your facility, that kind of thing. So it might feel forced at first, but actually just give it a go. I think you'll find it helps you focus the conversation on the customer.
Steve:I had a boss who reminded me over and over again. The thing people like to talk about most is themselves, and as the seller, we should be cautious. We should guard ourselves against that tendency and encourage it in the folks we're talking to. Exactly, so Exactly so Also in terms of lead capturing or any of that sort of stuff. While you're at the show, what's the Cindy Zulsdorf secret sauce there?
Cindy:Oh man, so many fun things. Well, keep it simple so you can actually do it. Don't make anything so complicated that it doesn't happen. So complicated that doesn't happen.
Cindy:When we're talking to a prospect, a customer, a client, we could think, for example, we're going to categorize them in three ways. One, hot, I need to call them soon. One you know could be like probably not a fit right now, but cool to meet them. And somewhere in the middle. So, instead of making 10 buckets, make you know two, three, four buckets so you can think about people being in. I love to meet anybody. So even if it's someone that's not my perfect prospect, that's okay If I can benefit them and we meet later and it's all good, it's cool, but I'm still going to put them into a bucket of like, hey, I need to call this person right away.
Cindy:So categorizing people is one thing I want to say. Just take a picture of yourself in the booth with you and your team, or if it's you solo, that's all good. And then, if you can have a system built up in advance of going to the show where you can send a quick email or a quick text that says great to see you today, I got that picture in there. So they go oh yeah, I remember them. That was cool talking to them and then have one or two helpful links to something that are kind of like the top things that people ask you for and they could say, hey, here's a couple of quick helpful things and if you need more info we'll talk soon. It kind of leaves it open. It works for any conversation and so having a plan where you can send that text or email right away from the show floor or the day after the show, that is a good thing to do that's awesome.
Steve:in fact, one of the things that you reminded me of as you were talking about that was the importance of having visual connections for people when they've left the show and we're going to transition into talking about post-show stuff in a second, transition into talking about post-show stuff in a second but that picture, I think, really gives them an opportunity to sort of burnish their memory of the experience that you had. So if you did your job right while you had the encounter, they're going to be able to remember it better after they've left the booth. So that's I just. I've often wished that every database of clients that is based on their badge reader or whatever, would show their picture, because there are many times the next day. I have a lot of, if I've had a lot of contacts with people I've forgotten you know Now which one is Barron.
Steve:You know, I remember talking to Barron, but I don't remember what Barron looks like.
Cindy:I think, yeah, oh my gosh, steve, I haven't seen you in so long. Let's do a selfie, let's do a quick picture and then, depending on the person, they might go, don't post it. I'm no, I just you know, or do you care if I post it or you know. So that's sort of a secondary thing. But primarily, now I have a picture of Steve. I know you, cause we know each other, but you know what I'm saying.
Steve:Yeah, exactly, and, and, uh, but I just think it's. I think there's one of the things that I and you and I an interest in, what they're all about and why you two should do business together. Right, you know what's the point. Not only do I believe strongly in the listening to WIIFM, I also believe very strongly that a good deal is a good deal for both of us.
Cindy:Oh my gosh yes.
Steve:So if you remember what's their motivation and let's make sure they get that motivation has some part of its needs fulfilled with what I'm giving them. At the same time I get a customer, I get a client, I get possibly a business partner for a very long time. So part of the reason you want that is to further the relationship after the show ends and obviously it's all about sales. So the main goal is to be able to capture the people who want to buy and follow up and buy. But how do you suggest people follow up once the show is done? You know?
Cindy:people uh, people talk to so many people at shows, whether you're the vendor or the client um it all becomes a blur what's the key to?
Cindy:standing out well, one of them is giving value. So when I meet you at the show and say, oh my gosh, gosh, I have the perfect checklist for that that you were just talking about. You're doing this type of you know system, business technology, whatever Can I send it to you. So, instead of can I scan your badge, I just like, can I give you something that will help you? And so that's a really good thing right there. So now I know what you want and you say, yes, oh my gosh, I totally need that, or no, I don't need that, or whatever. But most people are like, oh, you have a checklist that'll help me with this very thing. Well, of course, I'm talking with people in my space, so it's likely that I have something that will help them, and so just having that system in place to send it to him is good.
Cindy:So a combination of automated followup and personal followup so we already took a picture of you in the booth, you know, during setup or on the first day, and then now have a text and or email set up to go to that person that's following up with them instantly or right after the show. Hey, great to see the show picture linked link to a couple cool things. I took a picture with you in the booth, steve, so now in my personal follow-up I'm like put that picture in that email to you. Oh, my gosh, great to see you at the show Photo of both of us in there. I already sent you the link to that thing, but I'm attaching it here just in case you know it's easier for you.
Cindy:Um, how's your schedule look next week on Monday or Tuesday? Could we just get on the phone and have a quick chat so know what your goal is like. When I go to a show, a lot of times my goal is to have a conversation with that person after the show off the show floor. Yours might have a demo, like, think about what that is and make it really easy for the person, like you said, to say yes, make it super easy. Hey, can I show this to you? Can we jump on a call Monday or Tuesday? It's incremental and it's easy, and you've got that combination of automated follow-up and personal follow-up where you're giving some value some value.
Steve:And and not only that, um, you're getting a commitment to do, or hoping to get a commitment for the next step, whatever that next step is, which I think is brilliant, um, it's just really part of the whole chain of engaging with prospects and turning them into business partners and customers, and so one of the things that you also just said is you know, have a purpose for what that follow-up is, and we've spent a lot of time on the podcast so far talking about having a purpose, knowing why you're going to the show, knowing what the metrics are.
Steve:The very last episode is going to be I call it the reckoning, and that's when you have the meeting with all of the people who your bosses and everybody who's got a stake in the show and they ask you so what the hell did we get for that $10 trillion we spent on this show? And so knowing what you're trying to accomplish in the first place makes that meeting go better. And knowing what you're trying to achieve in your post market or your post show follow-up, I think is brilliant. So, um, anything else and and uh, that you think is important with respect to trade shows, because we're kind of getting close to the end of our time here. Um, and then also, um. How are some ways folks can reach out to you and, and you know, tell us about what you can offer for folks that are listening to this who might want to uh, you know, investigate further how you might be able to help them out?
Cindy:yeah, yeah, great um you. You asked about sort of last thoughts, other ideas yeah, two questions, really sorry, that's all good I don't mind multi-part so I did want to share this idea of of the dream 100, and that is, you know, taken from the Ultimate Sales Machine book.
Cindy:It's somebody else's book, which is by Holmes, but anyway, the idea is, before we go to the show, we have that list of the like. If I only see 100 people at the show, or if I only see 20 people at the show, I'm going to feel like this is so worth it and I could leave. I'm not saying you're going to leave, but you know you hit it. You're like, yes, I saw all people on my dream 100 list or my dream 20 list or whatever number that is, and so we don't always know who those people are. But if you just grab a coffee or tea and sit down and think, oh my gosh, I love working with so-and-so, you know, even if you've just grab a coffee or tea and sit down and think, oh my gosh, I love working with so-and-so, you know, even if you've just got a few customers, I want to work with more people like them.
Cindy:Okay, who are more people like them? Let's write it down. And you know LinkedIn tools, other things that you can use to find out referrals hey, do you have a friend? So you can generate that list by thinking about customers you have now and you'd like more people just like them. That would be one way to do it. It could certainly be join an association. There's tons of associations in the space I work in, so I'm speaking at an association.
Steve:All right here in the frozen tundra, not so frozen.
Cindy:Join an association and maybe there's a few people in there. So generate that list and I do have a template, a sort of methodology on how to generate that and what to do with that dream 100. That and what to do with that dream 100. You can text the word dream to me at plus one five three zero two zero three, five seven zero three.
Steve:We'll put that in the show notes, I'm sure steve and yeah, absolutely, and it'll be on our website and as well as any you know. We'll have a bunch of links for your value-added stuff on the website.
Cindy:Yeah. So grab that list to help you create that Dream 100, to think about who you'd love to see at the show. And this works well, too, for the people who aren't going to be there, because you still want to have that secondary plan for if you're not going to be at the show, let's still get together and do these things. So, putting that list together and really knowing who you wish you'd see and want to see, and then putting that effort in before the show to reach out to each of those people and connect to them, it might be like look at their profile so, so, um the number again.
Steve:Yeah, the number again. Yeah, the number again 203-5703.
Cindy:When you text the word dream, it's going to come back and say hey, I'm going to send you this thing. What's your email? Put your email in. I'm going to ask for your first name, and then you guys can use this technique for yourself. It shows. Then I come back, I go hey, what's your top challenge around building your perfect customer list? And that's an open-ended question, and if you reply.
Cindy:I'm going to get that reply and I will answer you so you can use these type of tools. It shows with QR codes, with opt-ins, with something of value to start that conversation with your perfect customer.
Steve:I love this for so many reasons. First, the whole concept of finding your dream list is it forces one to think about the prospects as people, who they actually are right, humanizes them and turns it personal right. And the second thing is you're fulfilling it in a similarly personal way, the way you just described. So, for a whole bunch of reasons, the idea of getting it right, not missing a beat, having the automation in place to be able to ensure the connections are made and followed up and you're not letting things fall through the cracks, but doing it all in a way that maintains the personal relationship of what I think is the essence to all good business. It comes down to people, right?
Steve:Yes, it's about money, it's about yes, it's about money, it's about job titles, it's about products, about features, about benefits, but in the end, it's about relationships. Right, it's the people involved.
Cindy:Yeah, yeah, hey, you were so nice to mention my book before that hit number one on Amazon's list for small business. And I can also offer a chapter of that to anybody who wants awesome.
Steve:How do they get that?
Cindy:yeah. So if you just text the word seven, sev, en to that same number five, three oh two oh three. Five, seven oh three same situation gonna ask for your email and your name and you'll automatically get a chapter of the book and I've got some templates in there that we use with customers day to day. That the seven marketing basics book came about when people asked me I don't know what to do in my marketing. What's working? So I went through a process and wrote down the seven things that we do the most that work the best, and that's what this is all about.
Steve:It's a great book and I have it.
Cindy:I've read it maybe twice, um, and if you don't take cindy up on the offer you're missing out I hope, I hope everybody takes it because it's my way of giving back and sharing and then obviously, if we can work with you further, great. But I'm just glad to share the info.
Steve:Yeah, and that's the whole point of this podcast. You know I'd love to work with anybody who thinks I can give them a hand. But you know, over all the years of doing trade shows, you know you pick up a lot of information and I think this kind of you know historical, institutional knowledge deserves being shared with the world. I sure appreciate your coming on the podcast and taking some time to share your thoughts about this. Cindy, any parting thoughts?
Cindy:Be yourself, be authentic, give value. Let's all work together.
Steve:Awesome. Thanks, Cindy. Have a great day and to everybody listening, thanks for downloading us and check out the website for links if you missed anything here in this podcast or any of the other episodes.
Cindy:Thank you, Steve.
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