Goldenarticles articles

Sez who? tips about recommendations, sales cycles, and trade shows - sales-management


Here's the scene. You're at the trade show, having a discrete "Sales Call" discussion with a visitor. Equipment are going well until he says a little like. . .

* So who else uses this upgrade?

* You mentioned Big Foot, Inc. as a client. Who can I call there?

* I'm not sure it's worth the extra money to us. Got any examples of real savings?

* We're broadly invested in one of your competitors and I can't see junking the lot we've by now done even though we have troubles with that system. You say the transition would be smooth. How do I know?

YIKES. There you are with great sales resistance, which you could overcome if you knew what to do. This fellow is asking for you to give up client info - and you don't know what your client will say.


1. A trade show is a job interview for your COMPANY. Just as you are all set when you go on a job examination - past history, skills, recommendations - so, too, do colonize who are looking to hire a firm want to be reassured about the history, skills and recommendations allied to your company.

2. Few associates will absolutely ask you for a list of recommendations for your company. The essence will be in general conversation. You've got to be sharp and listen in for opportunities to bring up recommendations. You can't fumble this - you've got to be smooth.

3. Your not public reminiscences may be great but they are personal. You may be a great hawker but it's still you. They want broader, and more distant, assurances.

4. Now you're idea - If I give him Sam's name at Big Foot, what will Sam say? Even if you call Sam in advance, you can't check the conversation. Or Sam, any by preference or band policy, may not be able to say anything.


1. Know in build up the clients you can talk about and those you cannot. Appreciate there are reasons you can't - security, proprietary creation or an bargain with client. No one and no band wants to be gossip fodder. Have true stories each one agrees upon. Prepare and do not embellish. Do not make by hand the hero. Buyers write the check to the company, not you.

2. Interview your clients ahead of the show. You want contemporary recommendations. Ancestors adjust jobs and titles. Maybe Sam was happy in the activation but not now. Ask for comments. Ask Sam if he can be contacted on a distinct topic only. Have this in a row free also at the show or for follow-up.

3. If you have a advanced web site, you could add audio or video clips. Make them short, impactful and adjust them often. Your clients have egos. It makes small companies look smart; big companies look smart.

4. You have to pay attention very assiduously and get to the heart of the resistance or query. Is it actually dollars or is an assertion needed that it will be a good value? Is ego in the way of a sale? Is this a new-broom executive or is there a real need to upgrade or change? Is this a angry client?

Your clients want to see you do well, and most are happy to help you.

Julia O'Connor - Speaker, Author, Consultant - writes about applied aspects of trade shows. As head of Trade Show Training, inc,, now celebrating its 10th year, she works with companies in a assortment of industries to better their bed line and marketing opportunities at trade shows.

Julia is an connoisseur in the psychology of the trade show environment and uses this expertise in sales instruction and management seminars.

Information and free newsletter sign up http://www. TradeShowTraining. com Contact Julia at 804-355-7800 or julia@TradeShowTraining. com


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