Plan to Win

“Everyone has a plan ‘til they get punched in the mouth.” – Mike Tyson

Last week’s Vibe focused on the value of attending customer conferences.

This week we roll out the game plan.

Our conference goals are to:

  • Engage.
  • Connect.
  • Establish access.

We will focus our plan on 2 scenarios: 

  1. Meeting an existing customer who does not yet work with us.
  2. Meeting a potential new customer.

Game on…

Scenario #1:  Existing Customer  – No Access

Step 1:

  • Get a copy of the conferences pre-registered attendee list.
    • Is there a customer attending that you have not met?
  • Select the customers you want to meet.

Step 2:

  • Do you have any customer advocates who can introduce you?
    • Is your advocate attending the same conference?
      • “Dr John – I saw your name on the EMG conference list.  Would you mind introducing me to Dr Kelly during one of the breaks?.”
    • If your advocate won’t be at the conference:
  • “Dr John, Would you mind introducing me over email to Dr Kelly?  I would love to connect with them at the EMG Course.”

Step 3:

Work the room!

  • Not everyone will visit your booth.
  • You may have to proactively walk around, find that person & introduce yourself.
  • Remember your goal:  Establish Access.
    • Sell the appointment, NOT your product.
  • “Dr Kelly – Dr John said you were someone I should meet. There are a ton of new resources available.  Could we set up a time to discuss?”
    • “What day of the week works best for you?”
    • “What’s the best way to stay in touch?”
      • You will usually get an email address.
    • Ask for their cell #.
      • You will get it 50% of the time.
        • Send them a brief text the next day:
      • “Great to meet you!  Look forward to working with you.  Joe Ciccarone”
    • If you can’t get their cell #, ask for their admin’s name & phone #.

Scenario #2:  Potential New Customer 

Step 1:

  • An endless stream of people will stroll by your booth.
  • Your job is to:
    • Engage.
    • Gauge their potential.
    • Connect.
  • You’ll need at least 3 engaging power questions prepared in advanced.
    • 3 Conference Power Questions: 
  • 1) “What’s been your experience with __________?”
  • 2) “When you see __________, what’s your first move?”
  • 3) “When you hear the word _________, what comes to mind?”
    • This question is killer.
      • The answer gives you a glimpse of this customer’s top of mind awareness of your product / service:
        • You will hear:
          • “Can’t get paid.”
          • “Doesn’t work.”
          • “I need more training.”
          • “I refer out.”
            • Respond, “Really?  Why’s that?”
            • Don’t cut them off.  Let them finish speaking, no matter how off base their reasoning may sound.
            • Tell them you have a few ideas that may help.  Ask when is the best time to stop by and discuss further?

New customers are the life blood of any business.

When you expand your influence, you expand your impact.

Create a plan.  Be intentional.

Success never happens by chance.

#PlanToWin

-Joe Ciccarone

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