Selling at trade shows and exhibitions uses a number of skills including probing, active listening, staying on message and persuading.
- Probe – to get the client to tell you what his real needs are
- Listen – to understand what he is looking for
- Stay on message – to make sure he understand the real benefits you offer
- Persuade – Deal with questions naturally but convincingly
Here are some of the ways to manage those essential selling conversations.
“Let me show you some of the benefits we offer.”
“Would you like me to demonstrate/explain this………… for you?”
“It will (only) take about 5/10 minutes.”
“This product/product name is very successful and I’d like to explain why.”
“What would you say is the biggest challenge you’re facing?”
“How have you addressed that issue in the past?”
“How have you been dealing with challenge of ………?”
Listen, then follow up: “That’s interesting. This is what we have done for other customers…”
“You’ve seen the demo/presentation etc. Which features could help you in your business?”
“What feature DIDN’T you hear about that might be something you’d be interested in?”
“What is your timeline for buying this type of product/solution/offering?”
One of your main challenges on a booth is managing your time. The reason you are there is to market your company or its products or services efficiently. You also want to find out what your visitors’ needs are and make sure you give them what they need.
All of this means that you must find out who they are, what they need from you and how you can best help them – given your and their time constraints. This is the reason for the Qualifying step which is an essential part of all sales conversations. Here’s some of the language you may use to do that.
What field are you involved in?
Which company do you represent?
(look at nametag)
I see you work for ……………… Which country/division/department is that?
What kinds of things are you looking for at this show?
Great show so far. What have you seen that you’ve really liked?
Meeting people at exhibitions or trade shows on your company booth is a fantastic opportunity to be in contact with customers and others.
You are the company for booth visitors. Exhibition visitors will remember the booth staff’s performance, actions and interaction which then becomes part of your brand
|OPEN & WELCOMING
|SERVICE ORIENTED SPEECH
|TASK – RELATIONSHIP
|RESPECT FOR STATUS