Sales Training for Exhibitions Part 3

So now you have established the potential/client has a real need for your product or service and you’ve invited them onto the stand. Time to find out what is really important to them? The only way to do this is to ask questions. This could be any number of things. Reliability, number of years warranty, colour, support, speed, whatever is relevant to your client, not to your product or service. Until you know this you can’t explain what it is about your product or service that will fulfill their needs. Do not under any circumstances tell them what your product or service does until you know and have written down a definitive list. And do not tell them about features that it has if they are not relevant, even if you think the feature is the best thing since sliced bread. This will avoid boring them with useless information most salespeople pour out. You can now set about satisfying the needs and showing the benefits your product offers to those relevant needs.

By doing this you will be well ahead of the competition. So let’s make it even more powerful. Does the client understand? They will always nod their head as no one wants to show they don’t understand. You need to make sure they do understand and that they are convinced. You got it you need to ask more questions! When you tell them how your product fulfills their need make sure you ask for their agreement, far better to get a NO now and overcome that objection than the client leaving with doubt in his mind. If the list is too long, very technical or a consultative sell make an appointment to go and see them or to speak to them after the show.

It is much easier to make an appointment now than have the problem of getting through the receptionist trying to make an appointment at a later date. This will save you weeks in a year by not having to make endless calls or emails trying to make another appointment. Make it a rule in general when seeing or speaking to a client on the phone to make a fixed appointment for the next contact.

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Tom Bristow

Plus Group

Tom Bristow is the Managing Director of The Plus Group and has worked in the exhibition industry for over a decade. He is passionate about the service his company provides and he eats, breathes and sleeps everything exhibitions.

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