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.
![]() |
|
![]() |
|
![]() |
|
![]() |
Know where to focus. Not everyone evaluates product solutions with... Read More
When your company invests in sales training, what is the... Read More
Have you ever passed by a bakery display case without... Read More
It is always important that you use the right terms... Read More
I arrive with about 350 other guys. We smile at... Read More
Did you know that there are specific psychological triggers you... Read More
Step 1: Get Ready - Create a foundation you can... Read More
It's a common question we come across everyday: why is... Read More
The quickest way to increase sales is to make things... Read More
What exactly is the sales profession? Without a common dialogue... Read More
Looking for a way to handle rejection?Edward W. Smith, motivational... Read More
When selling a product to a consumer, one of the... Read More
Let's face it when it comes to cold calling many... Read More
Sales marketing online is an art that you must keep... Read More
Mastering the "art of selling" is simply knowing how to... Read More
What do you do when you have a big sales... Read More
As Financial Services Sales Professional you need to build trust... Read More
Keeping up with what words are in and out isn't... Read More
I am a big believer that great salespeople generally realize... Read More
One of the best projects to undertake as an online... Read More
If you've driven yourself crazy trying to figure out why... Read More
There are always some great, fast and easy ways to... Read More
Three times I have revisited Turkey after living in the... Read More
Cold calling may now be outdated. People have become defensive... Read More
1. You could end your ad copy with a discounted... Read More
Dear Friend,You #1 weapon in advertising will always be...Superior Salesmanship.I... Read More
You deal with rejections, frustrations, disappointment, and possibly disrespect on... Read More
If you've been in sales for any length of time,... Read More
I'll be brief. If not ? I'll negate my own... Read More
You've got yourself 10 seconds to HOOK your prospects or... Read More
1. Dependability was chosen as the most important.2. Integrity was... Read More
I have found that the best sales people are the... Read More
One essential criteria of being a successful salesperson is the... Read More
1. Spend money on targeted advertising instead of mass media... Read More
As a trainer, you will be able to see a... Read More
Canned or scripted sales approaches are rarely successful, because one... Read More
I love the art of selling. LOVE IT. When I... Read More
"You don't love your kids if you don't buy my... Read More
When your company invests in sales training, what is the... Read More
When I broke into sales in 1986, I read several... Read More
Yes, it's true. Saying "No" is a great way of... Read More
We are each responsible for our own success - or... Read More
Selling online can be very difficult, more difficult than in... Read More
Obviously, you can not know all of the things that... Read More
I'm about to challenge your belief system, or at least... Read More
One of the best projects to undertake as an online... Read More
The goal of all sales training is not just to... Read More
In studies conducted by Motivational Systems of West Orange, New... Read More
In the day-to-day operation of an online business we can... Read More
Have you ever started something and not completed it? Or... Read More
Losing a sale can be disheartening, especially if you lose... Read More
What do you do when you have a big sales... Read More
Does your business run on a sales engine or a... Read More
Trade shows are so obvious. You go. You hand out... Read More
Using cartoons can help brand your marketing and drive home... Read More
1. Combine a product and service together in a package... Read More
If you're looking for a successful salesperson to hire, a... Read More
"Selling worth doing is worth doing badly ? at first!"... Read More
When I first moved to Seattle, I worked for 9... Read More
Have you ever tried to explain to someone what you... Read More
Why are some sales pitches more persuasive than others? Are... Read More
Facilitating the buying process can be very straightforward and fairly... Read More
How many times have you had a customer say to... Read More
It's the prospect. If stalls and objections frequently come up... Read More
I am a big believer that great salespeople generally realize... Read More
Solving people's and organization's problems is ultimately what business is... Read More
Sales Training |