We all have something in our past we believe someone "sold" us. It might have been a lemon yellow car, a skimpy skirt or a purple tie. We bought it because -despite our gut feeling - we thought we were doing the right thing. We wanted to please the salesman - and we believed that person knew more than we did. Until we got home.
One of the two major complaints from trade show attendees is about the booth staff that has a heavy sales pitch. You know that pushy salesman stereotype.. (FYI - the second complaint is staff that doesn't know its stuff - i.e. is not knowledgeable about the company products and services..)
Trade shows have the disadvantage of compressed time. You might have 30 seconds or 30 minutes but it's not a regular sales call. You can't talk faster. Just listen closely to the attendees and try to persuade people that your firm can solve their problems.
Here are nine conversation points, and examples, to consider when speaking with people at trade shows.
1. Authority - Why are you important? What gives you the authority to ask for clients? Perhaps it's your firm's expertise in a certain area, or a partner's experience. It's no longer because your company has a long history or is the newest dot.com.
TIP - It has to be a proactive, not a reactive, reason. "We've taken the position that e-learning is critical. We developed a great program in-house that improved our sales productivity 45%, and now we're sharing it with others in our industry."
2. Conformity - Are you certified? In every industry, some form of certification carries importance and gives you and your firm authority. Knowing that as a consulting firm, half your staff are CPAs, lets me know that you conform to accounting standards.
TIP - Don't just tell me why you are ISO9000 certified, tell me why it's important to your company. "We were the first HVAC company in this area to be certified and it really helps us focus our goals to service clients like you."
3. Commitment - Is your firm committed to your industry? Are you a leader or just in the middle of the pack?
TIP - Don't say you're committed to customer service, tell me how. "We found that 85% of our customer service calls come during regular business hours, but we never want you to have to wait for an answer, so our 800 number and online help desk are staffed 24/7."
4. Consistency - Clients want to know you have a track record and that you'll maintain it when they remain with you.
TIP - Explain how you maintain the consistency. "We're spending $5million in R&D this year for product improvement, but we'll always stock the MX49 that your firm uses, because we own that mold. "
5. Contrast - How are you different from your competitors? Avoid giving your competitor a plug and don't refer to them by name.
TIP - Answer questions with a comment that shows your company's leadership. "We're aware other firms are taking the low road, but we've always preferred the high road because the vision is better."
6. Like #1 - This is personal - we all like to do business with people for whom we have a good personal feeling, so if there's a twinge of personality clash in your conversation, pass the visitor over to another staff member.
TIP - You don't want to blow a deal because he or she didn't "like" you. "You know, I think Sam has a better handle on your concerns, so let me introduce you to him now."
7. Like #2 - This is business - In today's fast, competitive world, not everyone is aware of the relationships on the business side, if there is a history your firm has with the visitor's firm.
TIP - Be up to date on your company's status, ask about relationship problems before the show. "Yes, I understand we didn't get the bid for the job in Chile, but since we added enterprise software our costs have reduced considerably. I know we'll be more aggressive on your next bid."
8. Reciprocate - Is this a potential partnership? Every client should be viewed as a partner. Sometimes, you have to give more in a partnership than you get.
TIP - Don't view the reciprocity as a guaranteed 50-50 relationship. "We'll be happy to include co-op advertising in our agreement with you. All we ask is, when the advertising works for you, that you refer other wholesalers like your firm to us."
9. Scarcity - How unique are your firm's talents, products and services? What makes me have to choose you?
TIP - Be certain of your facts before you boast - "Are you aware we are the only firm to provide secure internet access for coffee grinder repair shops?"
Knowledgable conversation leads to persuasion which leads to sales.
Julia O'Connor - Speaker, Author, Consultant - writes about practical aspects of trade shows. As president of Trade Show Training, Inc, now celebrating its 10th year, she works with companies in a variety of industries to improve their bottom line and marketing opportunities at trade shows.
Julia is an expert in the psychology of the trade show environment and uses this expertise in sales training and management seminars.
A study done by the Association of Sales Executives revealed... Read More
As a trainer, you will be able to see a... Read More
Imagine...you inquire about a product. The salesperson does everything right.... Read More
To isolate any objection quickly you can use this effective... Read More
One of the most difficult things we deal with as... Read More
We've all heard the term KISS at one time or... Read More
Maybe everything you need to know you can learn from... Read More
Assumptions can kill a sale. In my sales training workshops,... Read More
A lot is written and talked about in regard to... Read More
I bought a second pair of reading glasses from my... Read More
Have you ever wondered how in the heck you're going... Read More
"There are three kinds of salespeople; those who make things... Read More
It's a common question we come across everyday: why is... Read More
Ideal clients are the ones who are perfect for you.... Read More
In my dreams, I envision being the marketing consultant equivalent... Read More
I'm constantly amazed how otherwise smart marketeers become deaf, dumb... Read More
Have you ever heard of the Golden Hour? I live... Read More
Dogs are great teachers of how to sell easier and... Read More
Would you like to multiply your web site sales? Or... Read More
1. Be on time. In fact, arrive a few minutes... Read More
One of the biggest problems for many business owners is... Read More
In our culture it is basically un-American for a prospective... Read More
I'll be brief. If not ? I'll negate my own... Read More
Have you ever eaten a soft taco? The shell isn't... Read More
The following 7 sales skills are what I have found... Read More
Seems almost every situation in our lives is centered on... Read More
It's all about relationships!Here is how a popular TV show... Read More
It makes no difference if you are a Saleswomen, a... Read More
1. Multiply your marketing and advertising efforts on the Internet.... Read More
During the late 1980's I was a field sales representative... Read More
So -- you've just gotten off of the phone with... Read More
If you've driven yourself crazy trying to figure out why... Read More
How many times have you had a customer say to... Read More
Marketing and sales co-exist and work in tandem beautifully if... Read More
Ever thought to yourself, "If only my team members would... Read More
A "Call To Action" is an invitation for your prospective... Read More
In sales, you can work one of two ways. You... Read More
Are you searching for new and innovative ways of sales... Read More
One of the best ways to increase your sales and... Read More
Cold calling may now be outdated. People have become defensive... Read More
The saying "No man is an island" is an undeniable... Read More
Imagine you've just thrown a rock into a pond. SPLASH!... Read More
Are you worried about whom you'll sell today so you... Read More
Think about it. If only it was as easy as... Read More
We all have something in our past we believe someone... Read More
No matter what your age or stage in life, some... Read More
Many business owners and professionals are appalled at the thought... Read More
Sales is still a must for any company who wishes... Read More
Prospecting for future customers can be fun if you approach... Read More
PEOPLE DO BUSINESS WITH PEOPLE THEY KNOW, LIKE, & TRUST.... Read More
"Selling worth doing is worth doing badly ? at first!"... Read More
Keeping up with what words are in and out isn't... Read More
Bill Brooks of The Brooks Group wrote an article several... Read More
Step 1: Get Ready - Create a foundation you can... Read More
If a store had a great discount in the middle... Read More
Do you find yourself making these kinds of assumptions?- "I... Read More
Look at your marketing material. Now, is there something missing?... Read More
Maybe everything you need to know you can learn from... Read More
I was looking at some promotional literature and web sites... Read More
In sales we do tend to become focused upon our... Read More
Selling is everyone's lifeblood whether they realize it or not.... Read More
Salesmanship is the force that moves business. Without it all... Read More
In my business, it has been an interesting and very... Read More
One of the biggest problems for many business owners is... Read More
Let's be realistic nobody really wants to be labeled a... Read More
Having excellent persuasion skills is one of the most important... Read More
Sales Training |