House of Solar

What to Know Before a Show

A Training on Home & Garden Shows
(Download Word Doc)

Trade shows offer a unique opportunity to connect with many more homeowners than you would on a typical day. It is important to understand that many come with a singular project in mind, others just to look around. Some are on a mission and others are collecting information.

 

For Ecopreneurs, this is a proving ground of sorts; a place where you will field some of the most mundane and fantastic questions imaginable. Come fully equipped with a confident understanding of Citizenrē’s program and all of your people skills. It might test your solar mettle a bit, but you will be exhilarated by the overwhelmingly positive responses of people who “just get it.” You will also have the chance to perfect your script and benefit from the selling styles and approaches of other Ecopreneurs. Even though you are Independent Direct Sellers, this is a place for working collaboratively as a Team to achieve maximum results. We want to educate the public about our unique solution and initiate the FRA process. Momentum created by these events can be used to fuel customer referrals and the growth of your Team.

Identify Event Organizations

 

• Several companies organize home and garden shows in your city, usually concentrated from Jan-March and then again in the fall. Identify show dates and deadlines, and create a calendar. Which ones work for you? For your Team? How large are these events? What is the average attendance? Have Ecopreneurs and/or their Team commit and plan ahead.
• Some ideas: www.eventcrazy.com, www.homeownernet.com/events.html, www.tsnn.com, www.biztradeshows.com/usa, and many more!
• Check with your local chamber of commerce, visitor information center, etc.
• Don’t forget to research other venues: state fairs, home builders’ association events, etc.

Financing Shows

 

• Ideally, each show should be paid for by one credit card holder. This includes the cost of the booth, electrical fees, etc. which are usually separate charges, paid to the event management and to the electrical provider. Participating Ecopreneurs can then make one payment to the individual who financed the show, keeping accounting simple and clean.
• A pay-in-advance policy protects the card holder. Ecopreneurs who commit to a show must pay their portion prior to the beginning of a show, non-negotiable. This helps everyone to be accountable and show up! If an Ecopreneur cannot attend for any unforeseen reason, it is their obligation to find an alternate person to fill the slot.
• Advance planning and commitment is also necessary to calculate the cost per person, etc. Most home shows require the submission of an exhibitor badge form so Ecopreneurs can pick up their individual badges upon arrival at the event. A meeting or teleconference a week before a show is a good time to complete this form with the names of those in attendance. You can collect payment from each at this time as well.
• One thing to consider: if the person paying for the event is not an RSD who benefits from all the efforts of those in the show, then Ecopreneurs may choose to donate one FRA each to be shared between the person financing the event and the person(s) organizing and setting it all up (they won’t always be the same individual). Some people have suggested a small cash fee instead. Determine what is fair in your situation. This show of gratitude and appreciation encourages people to finance these events and to continue to make these opportunities available to you.
• Be aware and respectful of the fact that someone has assumed the risk of paying by credit card, incurring interest charges, etc. as these shows must be paid so far in advance. For those financing multiple shows, you can appreciate how quickly a few thousand dollars can rack up. Let me again emphasize committing and paying in advance so these individuals are not placed in awkward or financially precarious situations.

Event Details

 

• Determine the size booth you require, typically 10 x 10 or 10 x 20, and try to ensure it is well positioned in the venue—close to an entrance, in a main aisle, close to a particular section (the “Build Green” section, for example) to maximize foot traffic.
• Register under “ReThink Solar.” This will help to avoid duplication, as we want only one, unified Citizenrē presence per show.
• On what day and time are you slated to set up? Can you set up after this window? Until what time can you drive in and drop off equipment?
• What about parking? How much and where?
• Inquire about wireless Internet connectivity. Is it offered? (Should be about $13/day.) Consider using a wireless card from your cell phone provider if it isn’t available.
• Is floor covering required?
• How many exhibitor badges are available for your booth size?
• Can you purchase discounted tickets for other Ecopreneurs and guests?
• Is there an event stage on which a presentation about solar can be made to the public? Inquire about these guest speaking schedules and determine what props and hardware must be supplied. Be creative with ways to get show goers to stay through the duration of the presentation (a drawing or door prize?).
• Read the exhibitor manual for each show and understand their rules so that all Ecopreneurs may be mindful of these.
• Communicate the show times for each day and any shift details to your Team.

Preparation

 

• Where are you presenting? Is it an area with which you’re familiar? Do you know the energy dynamics in the city? How many utility companies service that area? Anticipate certain issues by doing your homework. What are their current published rates? How do they compare with the rates we show in our system? Be prepared to provide illustrations as to the savings customers will have with us in the near future and long term.
• Be certain you can field basic questions about the capacity, size, weight and dimensions of the average system (refer to Module 3 of the Ecopreneur Training.) Be comfortable explaining the basic technology and concept according to our training.
• Create binders with clear sleeves featuring environmental and energy related articles, printouts of our basic system design, and other resources that offer third-party validation of points you may need to illustrate.

Setup

 

• Corner booths are ideal to maximize space and traffic. Use a concave, L-shaped layout for the typical 10 x 10 booths. With this layout, you are able to invite customers into your area, out of aisle traffic, and there is no physical barrier between you. Be open and inviting.
• Two six-foot tables covered in solid white tablecloths work nicely. Underneath, you may hide wires, supplies, and bottled water in large, clear storage bins. These bins make clean up a breeze, too!
• On the outer edges of the tables set up brochures and business cards in acrylic holders. A fish bowl for ¼ page “Sign up for More Info” forms, mints or lollipops for passersby, and laptops can also be spaced along the tables. Keep this workspace clean and clutter-free.
• Laptops with wireless Internet enable you to show the Solar Savings Calculator to customers and to verify they can be net metered. Two per table works well.
• Place two folding chairs at each table so event-goers can sit down and examine the solar savings calculator, etc.
• For flooring, interlocking charcoal-gray rubber mats from Costco or Target work nicely. These spare feet and backs a few of the aches and pains that result over the course of a long weekend. Tape down the edges to prevent tripping.
• For a “Green Living” show, roll out a large bamboo mat over this rubber layer for a more earthy appearance. A simple vase of sunflowers brings a bit of life to the booth, too!
• For more impact, show the online video on a big plasma screen (good sound quality needed above the din of the show) in order to educate several people at once.
• Have plenty of pens, clipboards, FRA forms, promo materials, etc. Also, have binders with printed versions of our online info in the event the computers are all tied up. A copy of the terms and agreements for each table should be within easy reach.
• Don’t forget bottled drinking water! Customers really appreciate this.

Ecopreneur Guidelines

 

• For an event in your local area, consider one Team working the entire event or create a rotation of more people who work certain days or shifts. Any more than 8 people in a 10 x 10 area are overwhelming to the public. Pair up to take breaks during slower periods, network during this time, etc., so that Ecopreneurs do not outnumber customers.
• Discuss and decide ahead of time how you will handle customers, leads, and new Ecopreneurs resulting from the show.
• For a group that works well together, has similar training/abilities, and has the same amount of time to invest, it might work well to pool the leads and FRAs generated. This makes a lot of sense, too, for situations when Ecopreneurs work shifts during peak and off-peak hours. It balances the investment, time, effort, and foot traffic considerations for everyone.
• If pooling FRAs, strive to match up as many Ecopreneurs with their original FRAs as possible (you should make notes on the back of the FRA to help you remember your conversation with each customer).
• In other situations, it works better to have each Ecopreneur keep their own FRAs, but actively strive to help one another. Since everyone’s time, effort and investment should be relatively equal, it’s important to make it a success for all. If someone has a decided lead in the number of FRAs, it would make sense for them to pair up to train a less seasoned salesperson and assist them with closing a few FRAs. Share what is working, your word choice, etc. and help to elevate the Team as a whole.
• Another suggestion that rewards both Teamwork and individual performance is to keep a percentage of your own FRAs (say, 50%) and pool the rest. With this approach, everyone benefits from the Team dynamic but the more capable (and sometimes lucky!) Ecopreneurs can also hold onto a larger portion of their FRAs.
• In an event when Ecopreneurs are working shifts, even more coordination and communication are required. Obviously, every Ecopreneur wants to work a peak-traffic time frame. However, this is not feasible, as the workload must be divided. Ecopreneurs must be realistic and understand that in these situations, Teamwork is critical.
• Again, think about the time and investment that goes into bringing these shows to fruition. You cannot not simply “show up” with your pen and paper five minutes before a show and work for yourself. Someone has gone to considerable lengths to create this opportunity for you.
• Remember an abundance mentality. It will make working with other sidelines and individuals more fun and enriching.
• For an average size show, an average of 40-60 signed FRAs is the about the norm, plus dozens and dozens more leads to share. Think abundance. Work cooperatively.
• We want to see Ecopreneurs working together, making contributions, sharing their strengths, successes and lessons learned from these shows. We want to see Ecopreneurs who encourage and celebrate each others’ achievements. This positive energy will attract others who desire to work with us for these very reasons.
• By the same token, customers will naturally gravitate to a sales team that is working together, supporting one another, supplementing and complementing each other with information aimed to help the customer. Your good energy will be reflected in your body language, your tone, and your faces. We want these faces bright, open and intelligent!
• Be respectful. Everyone has different strengths. Identify these and everyone will benefit from the talents and contributions of those involved. Make it a true Team effort. Work together to make it a successful event for everyone.
• Also, please don’t invite additional Ecopreneurs for training who are not paying their share. If training is your objective, purchase a spot for them so they can benefit from the training plus whatever FRAs they generate. The number of persons and space in the booth is limited to the people who pay. Imagine if everyone brought one person who wasn’t paying to the show—that would be far too many people in a 10 x 10 booth. Not fair to the people that are paying and not fair to customers!

Show Etiquette—the Dos and Don’ts

 

• Do not stand in aisles and try to intercept show-goers. Not only is this against most companies’ policies to block aisles, but it is disrespectful to other vendors and makes you appear hawkish and desperate.
• DO smile, make eye contact and allow customers to breathe. Ask them if they’re interested in saving money on their electrical bill. Ask who their current electricity provider is, and if they’re happy with them (this always gets customers talking and sharing…).
• Do not stuff postcards and flyers in the hands of everyone walking past. This is unprofessional and uncomfortable for show-goers if they’ve not indicated an interest. We are there to consult with interested homeowners, not to plaster the public with paraphernalia, wasting money and paper. In order to give someone your brochure/business card, you must actually engage them in conversation. Our objective is to sign up customers and get the FRA.
• DO try to engage those who read the banners as they walk past. Approach them respectfully and ask if they’ve ever considered solar or looked into it before. And then be sure to tell them “We’re an entirely new approach to solar.” That seems to pique their interests immediately and get an easy dialogue started.
• Do not park yourself in the most strategic position in the booth for the entire day. Do not try to beat each other to customers. You will not be welcomed back by your peers if you behave selfishly. Do not compete with other Ecopreneurs in this fashion.
• DO work collaboratively with one another. Rotate positions around the booth if need be. Take those much needed breaks to refuel your brain and refresh your energy. Be respectful of each other—everyone needs to leverage the time, effort and investment of being there. Make it happen for each other.

Promotional Materials

 

• Have ample postcards, flyers, and business cards in acrylic stands so they are accessible and presentable. For obvious reasons, display only those materials of individuals actually working the show at that time. Put others away under the table until shift-change, etc.
• To avoid a situation where Ecopreneurs are awkwardly competing to hand out their own flyers, look into creating a URL for your event or Team. Use this to channel FRAs and leads from the event to be evenly distributed. Ideally, this URL can be printed on the flyers, tracked and evenly shared (obviously you’ll need to decide upon this in advance to be able to allow for printing/shipping).
• Of course, the number of flyers you require depends on the size and attendance of the event. As door hangers get two per page, they are also cost effective. Postcards work equally well. Shop for inexpensive, quality printing.
• Bring your own business cards. Share extras with those who sign FRAs and remind them to begin sharing these with friends/neighbors for our referral program.
• Create a binder with news articles on climate change, environmental concerns, etc. Print out pages from our Powûr sites showing the basic design of the system, how it works, etc. This is great to have in the event you don’t have a laptop available to use. Plus you can keep extra flyers in here for ease of sharing.
• A retractable, vertical banner standing at the outer corner of the booth is strategically placed. Reflecting the information in our flyers and depicting two solar-paneled homes, it is a great prop and naturally guides you through the major points of our solar program.
• The corporate-approved banner, if available, lends an even more professional tone to your display.

FRAs and Forms

 

• Using the one-page FRA form allows you to get a customer signature in-person. This form should later be stapled to the computer-generated FRA and mailed in to the corporate office.
• Be sure to offer the General Terms and Conditions for customers to review, and be certain you’re capable of summarizing these points. We’ve had some concern from customers over the wording, so be prepared to handle questions and allay any misgivings.
• If a customer simply will not sign an FRA, offer them the option to complete a ¼ page “Sign Up for More Info.” This form gleans their contact info and allows them to specify their area of interest. You can then follow up with them after the show and ask whether they’ve had time to see the online video, if have any new questions, and if they’re ready to reserve their system.
• Be certain to fill in all required fields on the FRA completely. Have your customers choose a username so they can access their online accounts with us (even though this is indicated as an optional field). Be certain to have them sign.
• Don’t forget to let them know what happens next—sending them a FRA copy to file, etc. Provide them with extra business cards so they can begin referring others.
• After the FRA has been filled out, thank your customer and congratulate them on their decision to become part of the solution.
• Make a few notations on the back of the form about your conversation in order to better remember them when following up by phone or e-mail. Your customers will be grateful you remember them so clearly. Great relationship building move! These notes differentiate your FRAs from those belonging to other Ecopreneurs. And if FRAs are pooled, this will help determine that you get primarily customers with whom you spoke.

After the Show

 

• Remember to follow up with anyone who filled out the ¼ page “Sign up for More Info” forms. Many of these will have had a chance to go to the website and may be ready to reserve their systems. It’s true the fortune’s in the follow-up.
• Contact new customers for referrals, to answer questions, etc.
• Promptly enter FRAs and follow the system.

Summary

 

As you can see, there’s an incredible level of detail and responsibility that goes into planning each show. From signing contracts to communicating with show management and participating Ecopreneurs, to ensuring there are pens and clipboards, electrical connections and laptops, to juggling everyone’s needs and opinions—it can be a lot! Having everyone’s understanding and respect for the process is mandatory. That said, these shows are also a lot of fun. Get to know each other and enjoy!

Trade Show Checklist

Have a meeting or teleconference prior to the show.

Who is responsible for set up and break down?

What will the work schedule/hours/shifts be?

Order Supplies

• • Postcards, flyers
  • FRA forms
  • “Sign up for More Info” forms
  • Business cards
  • Acrylic business card holders
  • Acrylic brochure holders
  • Clipboards
  • Pens
  • Fish bowl or other container for leads/drawing
  • Binders with General Terms and Conditions
  • Binders of information, articles, etc.
  • Tables (2)
  • Tablecloths
  • Podium
  • Chairs
  • Laptops/wireless cards
  • Power strip and extension cord
  • Mints/lollipops and container
  • Bottled water
  • Clear plastic storage bins
  • Foam flooring/bamboo mats
  • Clear duct tape/scissors
  • Banner for backdrop
  • Retractable banner for corner or leading edge of booth
  • Additional materials as needed for stage presentation