Sales informational articles

Advertising - trade shows vs. accepted sales calls - sales


Remember those drill exercises that in progress "Compare and contrast. . . . yada yada yada". Well, here's an assignment to get your sales brains moving.

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

I've identified five major areas which cause affect for professional sales staff who have booth duty. This has nothing to do with the aptitude of the sales person, only that they often have to do a 180 to accommodate 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 since of hard work ahead of the show. The purpose of a show is to build up the sales process, so plan where the show fits into your sales cycle, and pass these tips along to your sales staff.

Face-to-Face Time

Regular Sales Call -
You set the schedule. You and the chance agree on the time compulsory for you to defend and/or sell. It may be 30 minutes, an hour, a half-day or more, but you have charge of the presentation.

Trade Show -
Unless you've made appointments prior to the show, or the prospect puts you on its short list of exhibits to visit, you're lucky to get three log on the show floor. Why? Time is short, and you're both an anonymous or well-known.


Regular Sales Call -
You may be lucky and have the dig in your company or factory. Or, you're on his turf. Or in a darling restaurant. In any case, it's a accustomed 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. Must be good news - you're in control. Until the visitor foliage your booth and walks over to your competitor. (Remember, that's the essence of a trade show - competitors advent all together to build an industry. )

Who Initiates Contact?

Regular Sales Call -
Generally, you make the first contact, so you know the prospect's major fine points - 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 along even faster.

Trade Show -
Oops, here comes a stranger. With a name you don't know, a ballet company you've doubtless never heard of - or if you have, probably not that department. Now your associates skills come into play. It's earlier and more authority than a concoction party, more demanding than an interview and more exhausting because you do again it all day.

Prospect Information

Regular Sales Call -
In today's fast varying sales environment, you have good intelligence about your prospect. You can use the buzzwords - enterprise, cybercorp, partnering - and you can probably adapt your sales competencies to the prospect's requirements.

Trade Show -
Remember, except you've set up appointments with prospects or clients, you've maybe got a stranger continuance in front of you. Now, not only your sales competencies come into play but your data and agreement of your industry and souk are challenged.

Time and Money

Regular Sales Call -
The internet has acceptable companies to condense drastically the original acumen 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 hope to call. Associates concentrate shows because they're in the same business as you, and clogged at your exhibit for the reason that they're engrossed in your product. Trade shows development the sales cycle. This is a great opportunity - don't blow it!

When you be au fait with that you make a 180 from your regular job and comfort zone. then you will be more effectual at trade shows.

Julia O'Connor - Speaker, Author, Consultant - writes about practical aspects of trade shows. As leader of Trade Show Training, inc,, now celebrating its 10th year, she works with companies in a category of industries to convalesce their bed line and marketing opportunities at trade shows.

Julia is an knowledgeable in the psychology of the trade show environment, and uses this expertise in sales education and management seminars.


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