May 2003
Cheat Sheet: Booth Sales
Having trouble selling space in this tight economy? Facing sales challenges you’ve never encountered in your career? Get to “Yes” using these tips and resources.
Tips from the expertsEvaluate whether you’re talking to a contact who has the authority to say yes. An Exhibits Coordinator, for example, may know the budget is closed for the year and so simply answer no. But, a Vice President responsible for the amount of product the company sells in a year may have the ability to say yes, even if the budget is spent, if she sees financial potential in your event.
Know your prospects strengths and weaknesses. What is the company’s biggest marketing challenge, and how will exhibiting in your show help them meet those challenges? Asking the right questions is more important than having all the answers.
Helen Berman, President of the Helen Berman Corp.
Selling is a relationship-based process. If your sales pitch sounds scripted or artificial, it will be difficult to build that relationship. Instead, think of the selling process as your chance to tell your event’s story. Develop a narrative with a beginning, middle and end. Work in important facts and benefits into this narrative. Telling a story will make your pitch flow more naturally.
Don’t be too ready to take no for an answer. If a prospect says they don’t have the money to exhibit in your show, probe further. Would they have the money for a sponsorship? What might they be able to afford? Do they exhibit in other shows? Why do they perceive the other show as a better value than your event? Eric Udler, CEM, President of
FSI Inc.
There are only two reasons people don’t buy. They either
don’t have the money, or they aren’t bothered by the problem you want to help them solve. Help them recognize the problem. Are they selling to the top prospects? Are they reaching those prospects one-to-one? Is their approach working?
Every time you give a sales presentation, think of it as the first time. Be careful not to fall into a routine. This is the only time your prospect is going to hear your presentation. Before you make a call, think about what you can do to make the presentation unique for that prospect. What questions could you ask about their product, and be ready with a list of reasons about why your show is the best fit for their company. Dan Cole, Vice President of Sales and Development, Consumer Electronics Association SeminarsHelen Berman Seminars and individualized sales coaching, costs and dates vary. Contact Helen Berman, (310) 230-3899, or visit: www.helenberman.com.
Creating and Selling Non Dues Revenue Including Ads, Booths and Sponsorships, individualized coaching and seminars available. Costs and locations vary. Contact: Nancy Frede, (508) 872-6830.
Sponsorships: Creative Sales Strategies, IAEM Mid-Year Meeting Session, June 5, 2003, in Tampa, FL. Contact: IAEM, (972) 458-8002, www.iaem.org, for costs and additional information about the program.SISO Executive Summit, “The Pros and Cons of Integrated Media Sales,” Aug. 26, 2003, in Providence, RI. Contact: SISO, (708) 361-0900, www.siso.org, for costs and additional information.ResourcesEXPO Articles
EXPO’s online archives feature 14 years of articles on all of the most important show management topics. Here are a few of our favorite on booth sales:
“Making the Sale,” June 2002
“Hard Sell,” November/December 2000
“Sell is not a Four-Letter Word,” June 1998
Books
The Sales Bible, by Jeffrey Gitomer
Advice and tips on the sales process and overcoming objections
Discover Your Sales Strengths: How the World’s Greatest Salespeople Develop Winning Careers, by Benson Smith and Tony Rutigliano
Learn how to identify and use your existing talents to become a great salesperson
Telesales Tips from the Trenches, by Joe Catal
Tips for sales reps who do most of their selling on the telephone
Magazines
Sales and Marketing Strategies and News
www.SalesandMarketingMag.com
Free magazine with a department on trade show marketing
Sales Marketing Management Magazine
www.salesandmarketing.com
$48.00 a year, content is mostly for sales managers
Selling Power
www.sellingpower.com
$33 a year, Web site features magazine content, e-newsletters and webinars with selling tips
Web sites
These Web sites all feature sales tips sections. The last two also offer free sales tips e-newsletters.
www.helenberman.com
www.generaterevenue.com
http://sales-tips.industrialego.com/
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