Trade in Your Old Sales Techniques at the Next Trade Show

“I’m waiting for customers so I can start selling something!”
I heard a sales person say that at a trade show last weekend. Here’s a great question: are you waiting to sell someone something? If so, you need to start an action plan and get someone to start buying your product.
Most sales people think trade shows are a time to sit, watch, and complain about customers or lack thereof.
The number one goal at any trade show should be to set appointments. In order to do this you have to ask great questions like: “What is your experience with our product?” In other words, tell me why you think you need this product. Always ask “how did you hear about our product?” You need to constantly test and track how your marketing is working and how people are hearing about what your product or service. The final piece of the puzzle is asking “why did you come here today” or more importantly “what is driving force to making this a decision day?”
Most sales people don’t ask a potential customer to buy. They refuse to ask because they don’t want rejection. The truth of the matter is that most customers are disappointed if you don’t ask them to buy. For those sales professional who say “I don’t want to come off as a pushy sales person” I say don’t worry about that, you’re not that good. On average it takes 7 asks before a customer will finally buy. The best question you can ask a customer is “do you want to buy?” The worst is “how may I help you” or “let me learn a little a little bit about you.”
While you’re waiting for customers, your competition is taking action and going after customers. Set a goal of how many appointments you are going to make during a trade show. Secondary should be how many email and cell phone contacts you are going to get. You should also pre-invite customers to your trade show event. If you plan to be busy--you will be. However, if you don’t plan you’ll be like my friend; sitting, watching and complaining that no customers are coming in so you can start selling them something.

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