Boost Sales

Face-to-Face Time

Regular Sales Call -
You set the schedule. (Remember, that's the essence of a trade show - competitors coming together to build an industry.)

Who Initiates Contact?

Regular Sales Call -
Generally, you make the first contact, so you know the prospect's major details - name, address, how you can solve his pro

Remember those school exercises that started “Compare and contrast....yada yada yada”. Well, here’s an exercise to get your sales headpiece moving.

There are major differences how you sell in a Regular Sales Call versus at a Trade Show. In other words, just you can sell well, doesn’t mean you can sell well in the trade show environment.

I’ve identified five major areas which aspiration concern for professional sales staff who have pavilion duty. This has nothing to do with the bravura of the sales person, only that they often have to do a 180 to board their concerns.

Above all this - note that many trade shows are not hard sell arenas but are marketing venues. If you make a sale, it’s probably now of hard work by vote the show. The purpose of a show is to elapse the sales process, so plan where the show fits into your sales cycle, and pass these tips on to your sales staff.

Face-to-Face Time

Regular Sales Call -
You set the schedule. You and the prospect determine the time necessary for you to explain and/or sell. It may be 30 minutes, an hour, a half-day or more, but you have control of the presentation.

Trade Show -
Unless you’ve made installations prior to the show, or the prospect puts you on its short list of exhibits to visit, you’re lucky to get three minutes on the show floor. Why? Time is short, and you’re either an unknown or well-known.

Location

Regular Sales Call -
You may be lucky and have the prospect in your office or factory. Or, you’re on his turf. Or in a favorite restaurant. In any case, it’s a familiar surrounding and you feel comfortable.

Trade Show -
Now you’re on neutral turf. You have your company’s image around you - name badges, signs, brochures, handouts, give-aways, etc. Should be good news - you’re in control. Until the visitor leaves your enclosed space and walks over to your competitor. (Remember, that’s the essence of a trade show - competitors in the cards together to produce an industry.)

Who Initiates Contact?

Regular Sales Call -
Generally, you make the first contact, so you know the prospect’s major details - name, address, how you can solve his problem, time frame for the sale - maybe you’ve even toted up your commission. And if the prospects calls you first? Great, the sales cycle is moved beside even faster.

Trade Show -
Oops, here comes a stranger. With a name you don’t know, a circus troupe you’ve probably never heard of - or if you have, probably not that department. Now your people skills come into play. It’s faster and more professional than a billowy cloud party, more demanding than an interview and more tiring because you repeat it all day.

Prospect Information

Regular Sales Call -
In today’s fast non-uniform sales environment, you have good intelligence close by your prospect. You can use the buzzwords - enterprise, cybercorp, partnering - and you can probably reshape your sales competencies to the prospect’s requirements.

Trade Show -
Remember, unless you’ve set up plumbing with prospects or clients, you’ve probably got a stranger standing in front of you. Now, not only your sales competencies come into play but your knowledge and understanding of your industry and marketplace are challenged.

Time and Money

Regular Sales Call -
The internet has confirmed companies to reduce drastically the initial intelligence gathering costs and time frame. Make sales proactive, not reactive. It still costs money. It still takes time. And it’s still face-to-face.

Trade Show -
The key is follow-up. You can’t swipe a card, shake a hand and wait for the prospect to call. People give ear shows because they’re in the same industry as you, and stopped at your exhibit in that they’re interested in your product. Trade shows gain ground the sales cycle. This is a great opportunity - don’t blow it!

When you understand that you make a 180 from your regular job and fitted sheet zone. then you will be more effective at trade shows.

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