Are You Deaf? Dumb? Blind at Trade Shows?

I'm constantly amazed how otherwise smart marketeers become deaf, dumb and blind at a show. I remind clients - You = Your Company - so when the company rep is incompetent, it reflects on everything about the company.

DEAF?

Not really deaf, but not aware of the gist of the conversation. Interaction at trade shows is quick, maybe with nods and incomplete sentences. There's a tendency to let your ears slide over important words.

Often you, as the staff person, are so intent on making the pitch that the words just tumble out, not giving the visitor an opportunity to break in with questions or comments. This is awful! The visitor feels trapped because you've committed the capital sin of Not Listening.

First, there should be no pitch, no obvious script that you follow. The words must flow naturally, and you should be speaking less than half of the time. It's your responsibility to draw the questions and concerns from the visitor.

Second, visitors have questions. You have answers but you also have literature, materials and quotes you can send for follow-up . When you do all the talking, you aren't listening and your company can't do an accurate and complete follow-up.

DUMB?

There's a difference between not knowing something and making up an answer. Not everyone knows everything about a company, processes or an industry, so there are times when you just don't know. What to do? Say so. Visitors require honesty.

Say - "I don't know, but I'll find out. How should I get the information to you?" Then follow-up to make sure the correct information is sent.

BLIND?

Not literally blind, but oblivious blind. You're not paying attention to the body language of visitors to see whether they are tentative or genuinely curious about your firm.

More important, you're blind to your own body language and the message it sends to everyone. Slouching shoulders, back to the aisle, crossed arms, bored look, talking on the cell phone or huddling with other staffers - all indicate you're more interested in yourself than others. It's a poor message to be sending for your company.

Conversely, the aggressive staffer is a visitor's worst nightmare. No one wants to be pounced on, so the "stop-'em-in-the-aisle" technique often backfires, and people avoid your booth. Also, they'll go out of their way to avoid you when they see you outside of the show floor.

Trade shows require concentration, great listening skills and a friendly, knowledgeable staff. Make sure you're not deaf, dumb or blind when representing your company.

Julia O'Connor - Speaker, Author, Consultant - is president of Trade Show Training, inc., a sales and marketing consultancy based in Richmond-VA. TSTi is celebrating its 10th year.

---

Customers - Always be Focused on Them

I was looking at some promotional literature and web sites... Read More

Closing The Sale

So -- you've just gotten off of the phone with... Read More

The Canned Sales Pitch Myth

Canned or scripted sales approaches are rarely successful, because one... Read More

In Sales You Get What You Expect

If your mind is set, you will be unable to... Read More

TheTop 10 Reasons Why Salespeople Get Outsold

In my business, it has been an interesting and very... Read More

How To Master The Art And Science Of Super Salesmanship In 3½ Minutes Flat!

Dear Friend,You #1 weapon in advertising will always be...Superior Salesmanship.I... Read More

The Rock and Ripple Effect: 3 Ways to Splash to Sales Success

Imagine you've just thrown a rock into a pond. SPLASH!... Read More

Mortgage Leads Are Like a Box of Chocolates

Mortgage leads are like a box of chocolates, you never... Read More

Top Ten No Money Promotion Ways That Create New Clients and Fast Sales

Better than offline promotion such as press releases, talks, or... Read More

Equal Chance of Winning The Sale? Bah!

Are you going to win this deal? With just less... Read More

Five Tips To Increase Your Sales

1. You could end your ad copy with a discounted... Read More

Training for Trade Shows - 5 FAQs

Trade shows are so obvious. You go. You hand out... Read More

You Dont Need Health Insurance!

Seems almost every situation in our lives is centered on... Read More

Prospecting: Not A Wild Goose Chase... Its A HUNT

Prospecting for future customers can be fun if you approach... Read More

Sales Techniques to Help the Customer to Buy

Three times I have revisited Turkey after living in the... Read More

Bite Your Tongue

Most people don't realize how powerful a negotiating tool silence... Read More

Simple Technique for Isolating Objections

To isolate any objection quickly you can use this effective... Read More

Hello! I Cant Sell!

What's that you say? You can't sell?Oh, you must be... Read More

Sales Performance and Motivation: How to Get Your Edge Back

Performance and motivation are like chocolate & peanut butter; the... Read More

How a Best Buy Sales Clerk Taught Me the Simple 6 Step Formula to Close ANY Sale!

Follow this story...I went to Best Buy today to get... Read More

How to Reduce Sales Resistance

Sales resistance is a fact of life for most sales... Read More

How to Make Training and Development a Power Agent for Change

Does this sound familiar? With high expectations, you sent your... Read More

When Youre In sales Always Aim Higher

Yesterday I did a sales training program for a great... Read More

3 Steps to Immediately Improve Sales

Want to increase sales within your company? It's not as... Read More

Have You Prepared for Success in Sales?

My wife and I watched the movie Ray a couple... Read More

Objections Are Buying Signals? Usually!

How well do you handle objections?The fact is, most people... Read More

Sales and the City

It's all about relationships!Here is how a popular TV show... Read More

Dont Read This Issue: Why Saying No Can Make Your Sales Rate Soar!

Yes, it's true. Saying "No" is a great way of... Read More

10 Ways To Improve Your Sales

1. Determine your current situation. How are you currently positioned... Read More

Eliminating Objections to Increase Sales

You want to increase the flow of sales revenue, but... Read More

Increase Profits from Your Existing Customers

An area many businesses fail to recognise as a way... Read More

Ideal Clients - Who are They and Where Do You Find Them?

Ideal clients are the ones who are perfect for you.... Read More

How to Sound Just Like a Salesperson

Prospect - "So now that I've told you what we... Read More