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.

In The News:


pen paper and inkwell


cat break through


Successful Sales People Know Which Differentiators Matter

Know where to focus. Not everyone evaluates product solutions with... Read More

Whats Your Sales Training Goal - Exposure or Behavioral Change?

When your company invests in sales training, what is the... Read More

More Sales with Less Selling

Have you ever passed by a bakery display case without... Read More

How To Attract Buyers Using The Right Sales Terminology

It is always important that you use the right terms... Read More

Method to the Madness of Training Seminars

I arrive with about 350 other guys. We smile at... Read More

Top 7 Psychological Triggers For Unlimited Sales

Did you know that there are specific psychological triggers you... Read More

The First Step to Stress-Free Selling (TM)

Step 1: Get Ready - Create a foundation you can... Read More

Sales Success ? The 5 Steps

It's a common question we come across everyday: why is... Read More

The Quickest Way To Increase Your Sales

The quickest way to increase sales is to make things... Read More

Say What?!? Sales is a Profession?

What exactly is the sales profession? Without a common dialogue... Read More

Quick Tips On Handling Rejection

Looking for a way to handle rejection?Edward W. Smith, motivational... Read More

Sell Yourself, As Well As Your Product

When selling a product to a consumer, one of the... Read More

7 Keys to Turning Cold Calls Into Warm Calls

Let's face it when it comes to cold calling many... Read More

Sales Marketing: 10 Sales Marketing Tricks To Explode Your Profits

Sales marketing online is an art that you must keep... Read More

How To Master the Art of Super Salesmanship

Mastering the "art of selling" is simply knowing how to... Read More

How Do You Use Your Sales Commissions?

What do you do when you have a big sales... Read More

Close More Sales With This Very Simple 3 Step Sales Process.

As Financial Services Sales Professional you need to build trust... Read More

10 Expressions to Avoid in Sales Communication

Keeping up with what words are in and out isn't... Read More

Top 5 Characteristics of Great Salespeople

I am a big believer that great salespeople generally realize... Read More

Generate Sales with Lead Generation Marketing Tools

One of the best projects to undertake as an online... Read More

Woo the Buyers Limbic Mind or All Your Sales Efforts are Wasted

If you've driven yourself crazy trying to figure out why... Read More

7 Quick and Easy Ways To Multiply Your Sales

There are always some great, fast and easy ways to... Read More

Sales Techniques to Help the Customer to Buy

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

Top 5 Low Cost Ways To Get More Sales Leads And Sell More Without Cold Calling

Cold calling may now be outdated. People have become defensive... Read More

Five Tips To Increase Your Sales

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

Get Tough

You deal with rejections, frustrations, disappointment, and possibly disrespect on... Read More

The Road to Pendingville is Paved with Good Intentions

If you've been in sales for any length of time,... Read More

Less is More: Quick Tips to Improve Your Sales

I'll be brief. If not ? I'll negate my own... Read More

How to Spellbind Your Prospects in 10 Seconds!

You've got yourself 10 seconds to HOOK your prospects or... Read More

Successful Selling in 21 Steps

1. Dependability was chosen as the most important.2. Integrity was... Read More

Quit Talking and Listen! Give Clients and Prospects Your Undivided Attention

I have found that the best sales people are the... Read More

Sales and Closing Techniques

One essential criteria of being a successful salesperson is the... Read More