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Selling Smarts on the Trade Show Floor

Quick Tips to Help Increase Your Sales

By Christine Corelli
The "Sales-Service Excellence" Expert

• Your company has invested a great deal of time and money to exhibit in the trade show. Everyone must do their part and do their best to generate leads. Remember, the primary purpose for most companies when exhibiting in a trade show is to generate leads.
  
  A trade show can generate more leads than over the phone or in the field. Keep in mind, however you must compete with other exhibitors on the trade show floor--and you have only three days to do it.
  
  
• Success requires a team effort. Everyone who is in the booth must work as a team and do their part to help each other. When in the booth: Everyone is in Sales!
  
  
• Do all you can to come to the show well-rested, with a good attitude, and positive energy.
  
  
• Psyche yourself before the show opens to put forth your best effort. It's show time! Display the highest level of professionalism.
  
  Your company's success and reputation depends on it! You must be like an ambassador. Remember, you never get a second chance to make a positive first impression. "An organization is known by the people it keeps."
  
  
• Your competition is vying for the attention and business of the same people. Make sure you OUTSHINE them, and portray a higher class of professionalism, knowledge and service.
  
  
• Don't wait, initiate. He/she who hesitates loses the chance to generate business. And, take no visitor for granted.
  
  
• Meet, Greet, and Qualify FAST! Greet customers with simple down-to-earth greeting and display a willingness to help."Can I help you" is never as effective as: "Hi, I'm John. Do you have application for . . . ?" Deliver your sales pitch. Remember to communicate the "Why do business with Intermec and why they will benefit from your service." Communicate this concisely, powerfully and get some type of commitment.
  
  
• A "Secret to Success:" Ask a question immediately after stating what you want. Be sure to say it in one breath with no pauses but don't sound overly aggressive. Example,"What I can do is... Does that sound all right with you.?" "What I might suggest is... "Here is what I'd like to propose...Would you like me to place the order? " "What I would like to do is... "What I would recommend is.." ""I'd like to visit with you right after the show, would that be agreeable to you?"
  
  
• Try not to spend too much time with any one individual during peak show traffic times, unless they are seriously interested, or are an important existing customer. When you do receive interest from a potential customer, make them feel important. Bring them over to meet your executives and others in your company.
  
  
• Time is at a premium. Show hours and visitors time are limited. The larger the show, the less time a visitor can spend at your booth. Visitors may also have a limited attention span. When searching for prospects determine quickly whether they are simply curious people, job-seekers, snoops, or truly potential users.
  
  
• Do not spend time with the WRONG people (technicians, other exhibitors, small talk, etc.) when it's slow. You may miss that one person who may mean thousands of dollars in business.

© Copyright 2002 Christine Corelli & Associates, Inc

Exhibiting in an industry trade show is the best marketing vehicles to physically obtain access to potential and existing customers. It is an excellent opportunity to display your product or service to the largest number of people at any single event. In fact, it can generate more leads than you can obtain in the field during a whole year. Exhibiting can provide an excellent opportunity to learn more about your industry, obtain ideas, form strategic alliances, attend educational seminars, develop relationships, and check out your competition. On the other hand, exhibiting in a trade show can also be a great waste of money if you don't know how to promote and sell on the trade show floor. Selling at a Trade Show, Reeling Customers in By Selling Smart can make the difference between success or failure in your trade show endeavors. Unknown to most of her clients, Christine's background includes twenty years experience in trade show sales and marketing. Her clients include companies such as Lipton, GE, ConAgra, Black and Decker, FMI, the Machine Tool Show, the National Restaurant Show, and more.

Her work has been published in numerous magazines and trade publications on trade show sales and she has been a featured speaker at the Exhibitor Show, the largest event for trade show professionals and sales managers.

For a small investment of $9.99 you will learn:

• What to do before the show with your sales, marketing, and trade show staff
• How to promote your trade show exhibit and get results
• The right "bait" to use to get the right people into your booth
• Why the "Magic of Three's gets results
• The one and only best way to approach visitors
• How to follow up

...and LOTS more...