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Trade Show Selling Strategies

Trade shows now rank at the top of customer preferred purchasing methods. The typical buying-selling roles reverse. The customer becomes the aggressor and the salesman becomes the defender. In failing to recognize this power shift, salesmen can become disoriented and loose effectiveness. New selling skills are needed to maximize the influence on customers in one of the shortest, yet most powerful encounters in selling.

New Trends in Trade Shows

  • What’s Changing in the Trade Show Business?

Strategy Changes: Normal Sales Calls vs. Show Selling

  • Why Selling Strategies Must Change

  • What Do Customers Want at a Trade Show?

  • How Shows Fit Into the Selling Process

Before the Show

  • Promoting Show Attendance With Your Customer

  • Pre-Show Customer Meetings

  • Discovering Individual Customer Show Objectives

  • Builder-Distributor Communication Needs

The First Few Minutes

  • The Salesman’s Booth Awareness

  • How Long Will Customers Wait to be Greeted?

  • Greeting Customers and Building First Impressions

  • Qualifying Questions: Quantity & Content

  • Discovering Relevant Manufacturing & Economic Issues

Selling in the Booth

  • Working With a Customer Group

  • Using the Selling Team

  • The Importance of the "Executive Tour"

  • Thinking On Your Feet: Answering Unexpected Questions

  • Customer Interaction With the Booth and Machines

  • Using Machine Demonstrations Effectively

Closing Orders at the Show

  • Identifying Customer Objectives

  • Understanding Customer Visiting Patterns

  • Using Booth "Closing Zones" Effectively

  • Show Negotiating Tips

Sales Inhibitors

  • Things to Avoid

After the Show

  • Follow-Up Timing

  • Post-Show Purchase Qualification

  • Customer Debriefing

Length: 1 to 2 hours based on product and market complexity.

Who: All employees involved in trade show marketing activities.

Syllabus: An interactive format, stapled syllabus is available.

Size: The group size is flexible.

Room: U-shaped table arrangement is preferred for groups under 25. Theater seating for over 25.

Equipment: Overhead projector and flip chart. Over 60 participants will require sound amplification.

 

 


Decision Technology, Inc.
1665 Fawn's Ridge Dr.
Ada, MI  49301, USA
Phone: 1+ (616) 676-4650
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