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October 18, 2008

Six Tips For Tradeshow Selling

I attended a tradeshow in Boston yesterday, Natural Products Expo East...a major event in the natural and organic foods and personal care product space. Even if you are not an "organic junkie" you probably know that the growth in those categories is significant as American's seek out "safe food" and healthy lifestyles.

So it was with some amazement that I watched company personnel working the booths at the show. So many salespeople talking to themselves and huddling together. In several booths, I watched clusters of senior managers huddling together....what a waste.

Years ago as a salesperson at IBM, I watched legendary executive Andy Grove of Intel work his booth at the massive Comdex expostion in Las Vegas. He was passionate about shows...and not just talking to analysts and executives -- he would work the floor and talk to customers. A man who lost a part of hearing to scarlet fever as a child and who still had a bit of Hungarian accent, he would do basic demos for even the most junior of prospects.

Here are Six Tips for Good Tradeshow Performance. BTW...if you think you aleady practice them...take "candid" picutres of your booth at your next show...you may be surprised by what you witness.

  1. Train The Team. Before a show starts...everyone working the show should particiapte in a pre-show "training" and tips class. It never hurts to remind even the most experienced personnel of what good show behavior is. Lay out goals and objecives. Remind people of the process for lead capture. This is the SIMPLEST step and so many companies fail to do it.
  2. Throw Out The Chairs. Nothing bothers me more than seeing employees sitting down in a booth. The prospects and customers are standing/walking...why do you think it is OK to be seated??? If you have chairs for "meetings" with clients...they should ONLY be used with clients!
  3. Break Up The Maginot Line. Nothing makes prospects walk by a booth faster than seeing an imposing line of salespeople standing at the edge of the carpet, arms folded, waiting to pounce. Remember...they aren't the enemy!.
  4. Smiles Help. By 3 in the afternoon, as fatigue and boredom sets in, blank stares replace earnest looks. Remember that every person who walks by, regardless of the time of the day, could be the most important person you meet. Don't turn them off with your looks.
  5. People Have Names...Use Them. Getting a person interested in talking means establishing connection -- and you have seconds to do it. A name is a good place to start. Plus, when you look at their nametag, you learn what company they are with!
  6. Disrupt The Flow. Your prime selling zone is in your booth, and prospects know that, so they often work to avoid it. Your job is figuring how to get them there -- that means you often need to get in the aisle to make first contact.
  7. Know Your Elevator Pitch. You have seconds to build raport -- don't waste it. Prepare and practice the 10 second (or less) story.
I could go on forever, but there's a start. Let me know your thoughts.

Posted by jcioban at October 18, 2008 10:48 AM

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