VP of Sales: How you and your team can be more interesting at tradeshows than the "Most interesting man in the world"

Jonathan Goldsmith do you know him? Probably not by name, but if I said - do you know the guy who was in all of the Dos Equis commercials - dubbed "The Most Interesting Man In The World" - you'd probably say yes.

For reference, this is Jonathan:

npr.org

The campaign, which transformed Goldsmith into "the most interesting man in the world", was credited for helping to fuel a 15.4 percent sales increase for the brand in the United States in 2009 and also made him into a very popular meme

While Jonathan was the face of the Dos Equis brand for quite some time, a little known fact was that he truly was interesting. He saved not one, not two, but three people's lives! Also, his wife (his agent) is the one who put him up to the challenge of auditioning for the Dos Equis campaign. It is rumored that during the interview, he removed one of his socks.....ultimately landing the role.

Rather interesting right?

What does The Most Interesting Man In the World Have to Do with a VP of Sales?

I'm going to tell you - most teams at tradeshows are boring. I'll bite the bullet on this one, but it's true. If #saastr showed our team anything it is that most teams arrive at a tradeshow having spent a ton of time on asthetics and very little on strategy. The booth is dialed in, outfits match, the sawg is the latest and greatest and marketing is set to roll out all the email sequences once those badge scans take place. The issue becomes, as a VP, have you truly set your team up with a strategy to make them interesting (with their conversations)?

What is this strategy?

The P.R.O.V.E.N Method goes a little something like this:

P - Pinpoint the problems you solve (as a team/organization)

R - Research who will be at the show prior to going

O - Open conversations and plant a seed during the show

V - Vividly connect in real time

E - Elicit a meeting request right then AT the show

N - Nurture the connection with unique follow-ups

Where Teams Fall Short

As our team scoured hundreds of booths and conversations at the latest tradeshow we attended, there was one glaring through line - very few people knew the problems they solve for a buyer.

Put yourself in a buyer's shoes.

Imagine attending a show and having the same conversation with everyone you interact with at every single booth.

"Enter here to win this"

"We save you time and money"

"Our product has all of these bells and whistles"

Repetitive, right?

They scan your badge and you know what is coming - the product pitch via emails on repeat.

No one gives a shit about your product, they care about their problems!

If your team is not rooted in the problems you solve, what's the point of attending a tradeshow?

I'll say it again - if your team is not interesting during conversations, no one will remember you.

You may be thinking, Celeste, how do you know this? Here's how. I have a 20+ year career, and a Masters in Event and Meeting Management. I worked in events, have attended and set up more tradeshows than I can count, and have attended countless conferences many tradeshows - and can count on two hands the companies who have stood out.

Is Your Team Getting Sticky or Checking a Box?

The conversations are what stick: our team's ability to find problems and then take action vs. pitching a product makes us stand out at tradeshows and conferences.

So the next time your team comes to you or you sign off on a tradeshow request, ask yourself.....what would Jonathan do - socks on or off?

Kidding....ask yourself....

Are we using the P.R.O.V.E.N. strategy for this tradeshow, or are we checking a box?