SEZ WHO? Tips About Recommendations, Sales Cycles, and Trade Shows

Here's the scene. You're at the trade show, having a discrete "Sales Call" conversation with a visitor. Things are going well until he says something like...

* So who else uses this upgrade?

* You mentioned Big Foot, Inc. as a client. Who can I contact there?

* I'm not sure it's worth the extra money to us. Got any examples of real savings?

* We're heavily invested in one of your competitors and I can't see junking everything we've already done even though we have problems with that system. You say the transition would be smooth. How do I know?

YIKES. There you are with great sales resistance, which you could overcome if you knew what to do. This fellow is asking for you to give up client info ? and you don't know what your client will say.

FOUR PROBLEMS

1. A trade show is a job interview for your COMPANY. Just as you are prepared when you go on a job search ? past history, skills, recommendations ? so, too, do people who are looking to hire a firm want to be reassured about the history, skills and recommendations related to your company.

2. Few people will directly ask you for a list of recommendations for your company. The essence will be in general conversation. You've got to be sharp and listen for opportunities to bring up recommendations. You can't fumble this ? you've got to be smooth.

3. Your personal recollections may be great but they are personal. You may be a great salesperson but it's still you. They want broader, and more distant, assurances.

4. Now you're thinking ? If I give him Sam's name at Big Foot, what will Sam say? Even if you call Sam in advance, you can't control the conversation. Or Sam, either by preference or company policy, may not be able to say anything.

FOUR SOLUTIONS

1. Know in advance the clients you can talk about and those you cannot. Understand there are reasons you can't ? security, proprietary product or an agreement with client. No one and no company wants to be gossip fodder. Have true stories everyone agrees upon. Rehearse and do not embellish. Do not make yourself the hero. Buyers write the check to the company, not you.

2. Interview your clients before the show. You want current recommendations. People change jobs and titles. Maybe Sam was happy in the beginning but not now. Ask for comments. Ask Sam if he can be contacted on a particular topic only. Have this information available either at the show or for follow-up.

3. If you have a sophisticated web site, you could add audio or video clips. Make them short, impactful and change them often. Your clients have egos. It makes small companies look smart; big companies look smart.

4. You have to listen very carefully and get to the heart of the resistance or query. Is it really dollars or is an assurance needed that it will be a good value? Is ego in the way of a sale? Is this a new-broom manager or is there a real need to upgrade or change? Is this a disgruntled client?

Your clients want to see you do well, and most are happy to help you.

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

Julia is an expert in the psychology of the trade show environment and uses this expertise in sales training and management seminars.

Information and free newsletter sign up http://www.TradeShowTraining.com Contact Julia at 804-355-7800 or julia@TradeShowTraining.com

---

The Top 5 Issues Facing VPs of Sales

A recent study of 2,663 sales organizations by Think Training,... Read More

How to Organize a Seminar or an Event

Seminars and events have always been implemented as a holistic... Read More

Building Trust For Lifetime Success

Trust.One word.One very powerful word that can increase both first... Read More

Hiring--A Vital Key In Sales Management Success

Recently, I was asked to spend some time on the... Read More

Investing in Your Sales Team

While there's no easy answer to this question, there are... Read More

The Four ?D?s of Sales Management

Recently I stumbled across some notes that I had kept... Read More

Project/Program Management Best Practices for Success in ANY Industry!

Where is our success? Although there have been improvements, over... Read More

How Your 60-Second Elevator Script Can Transform Your Staff, Your Sales, & Your Business

When attending a Chamber of Commerce breakfast networking get-together, I'm... Read More

Are Your Sales Meetings Boring?

Many sales meetings are boring and a waste of salespeople's... Read More

Offer Package Deals To Increase Profits And Sales

An effective way to increase your profits and sales is... Read More

Raise Concern About Sales Competition, Not About Yourself

As you are reading this sales article, read very carefully.... Read More

Outsourcing the Sales Function

Small to medium companies that want to increase sales or... Read More

Accepting Responsibility for Your Sales Success

That we live in a time of relentless and pervasive... Read More

When Its DUH? Time at Trade Show - 3 Little Words Save the Day

TIME, MONEY, HASSLE - You can make a sale on... Read More

Sales Marketing: 12 Sneaky Tricks To Help You Outsell Your Competition

Business can be like war sometimes.You may have to fight... Read More

Do You Know How to Fire Up Your Sales Staff (When Money Isnt Everything)?

Money is the only thing that motivates a salesperson, right?... Read More

Moving a Business Relationship from Free to Fee: Turning Strangers to Friends with Power of Freebies

In the last issue I shared with you a technique... Read More

The Effective Executive

What does it mean to be an "effective executive"? Well... Read More

Ten Awesome Ways To Incease Your Sales In Holidays

Everybody thinks that the businesses will slow down a bit... Read More

The Differences Between A Commercial Collections Agency & Lawyer

If your letter writing and phone calls have all failed... Read More

The Hidden Competition: Avoiding the 2 Most Common Competitors

There are really only two types of competitor:1. Obvious2. HiddenThe... Read More

6 Common Mistakes in the Sales Hiring Process

Is lack of sales results, more sales training costs, months... Read More

The ACCOUNTABILITY Challenge for Today?s Business Management

In today's 24/7 driven business word, accountability is becoming a... Read More

4 Marketing Myths Threaten Your Sales

These 4 marketing myths can cause you to lose sales... Read More

Speed-up Your Sales Cycle

This week's article is my response to a question by... Read More

Free to Succeed: Effective Sales Leadership Using A Coach Approach

About 2 years ago, I participated in a training program... Read More

Profitable Relationships: Is It Amateur Hour or King of the Hill?

"We're in the relationship business?...airplanes are what we use to... Read More

How To Use A Powerful Leadership Tool To Step Up Sales Results

Good sales people can close, but few "step up" for... Read More

Sex, Drugs, & Rock-n-Roll: Trade Show Traps and Tips

Sex, Drugs & Rock-n-RollHere's the Scenario...You're at a trade show.... Read More

Poor Performance - Fix it by Coaching

Coaching is about finding out the cause of poor performance... Read More

Stop Drowning: Nine Strategies For Managing Your Priorities

I just got off the phone with Susan. She is... Read More

Disclosure Laws Favor International Terrorists

The Federal Trade Commission has rule that are supposedly in... Read More

Raise Your Fees Overnight!

Do you want to make more money?Yes, I guess that... Read More