Time and again, we've seen examples where salespeople have spent weeks or months calling on an organization only to find suddenly that they were talking to the wrong people. While this is a strong endorsement of advertising, public relations, and other promotion, it is of little consolation to senior management, sales management, or the individual salesperson -- especially considering that sales calls now cost in excess of $500.
Unfortunately, this problem is magnified at a trade show because:
* The sales situation is reversed…prospects come to you.
* You have a limited amount of time to present your facts.
* Salespeople have to make more presentations per hour than they make a day in the field.
To alleviate the differences, clearly define the priority of the prospects you want to reach at the show. Establish direction and focus for the sales force. Have them target and concentrate their selling energies.
Have a dry run. Part of your pre-show training should include concise presentations so you can anticipate and overcome problems that may arise with the fast pace of the trade show environment.
You'll probably receive a lot of resistance from your best, seasoned salespeople, but they have to ask the basics -- who, what, why, and where -- in their prospecting process.
Remind them that they only have 90 seconds to attract, qualify, and interest the attendee, so penetration is key. Have your salespeople write out their approach. It doesn't have to be a canned presentation, but it should be prepared.
You'll find that salespeople will ultimately be able to do a better job. They have a structure within which to work. They have a solid perception of what they want from the show, their attitude will be up and they will be more competent/relaxed on the floor.
If you want your exhibit to be a winner, develop a uniform, positive selling attitude; develop and provide clear direction; and train your people thoroughly in exhibit selling techniques.
Show selling should be more than breakfasts, lunches, and dinners with present customers...more than late night cocktail parties. It should be a strong and effective selling event.
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Effective Trade Show Selling - To learn more about this author, visit Andy Marken's Website.
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