| “Nothing succeeds like the
appearance of success.”
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Christopher Lasch |
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In order to expedite payment to the general contractor – it has become a common policy that all exhibitors have a credit card on file. In the “old days” you could use cash, traveler’s check, or a company check. Today that means each time you have a
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 billing on the show floor, whether it be drayage, labor, a show service, last minute cleaning, you must go to the desk and pay for the service prior to the service happening. To expedite these services and to get every exhibitor handled it is now required that a company credit card be on file with the show prior to installation. That does not mean that you must use your credit card to pay – you may go to the desk and pay with a company check, or cash, or traveler’s checks if you wish. However, that credit card must be on file and it will be charged if there are outstanding balances at move out.
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A quick example – if you have not prepaid your electrical bill and do not have a card on file no electrical work will be done until you arrive at the show and provide payment. Any discrepancy in items ordered and items received or any complaint or question concerning service, etc., must be reported immediately at the service desk at the show site. Discrepancies will be resolved and/or any valid adjustments to your account will be made at that time and approved by the supervisor in charge. In most cases no credits will be issued after the show closes.
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Asking for the Order
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If you don’t ask for the business – why should they give it to you? Asking for business is more art than science and it is a very common mistake to not want to risk asking because you might be turned down. You must use a skillful approach with clear questions that can lead to successful closings. Rely on these timeless closing methods to get the job done.
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- Recap all the things the prospect said that they want from a product or service. Make use of these collected notes to show how buying from you satisfies these needs.
- Indicate the extra benefits your company provides to clients
- Budget is key to most prospective clients – you must show that the product is within their budget. Don’t hesitate and ask the budget numbers upfront – it makes the most sense; then no one is disappointed after all the work is done to get to a quote.
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Exhibiting at a trade show is an extremely costly three or four days. In most companies' case it is the major part of their marketing budget for the year. Preplanning is essential and being on top of your game is compulsory. Use the Internet as a preshow marketing tool. The days of attendee aisle cruising without a plan are long gone – everyone works with an agenda. Time is money so qualify everyone immediately. Ask leading questions like “why did you stop by?” or "how can I help you?"
Just because your booth traffic is up from last year does not make you a success – are you getting the right visitors? Think twice about games, magicians and scantily clad models. A booth design is only as good as its access into your space. Don’t put barriers between you and the sale. Do not muddle up your backdrop. Keep it simple, with great graphics and a clear message of 10 words or less. Tell them who you are, what you do, and why you are the best. Identify clearly what you can do for the attendee’s company. Rethink the handouts and giveaways. Freebies can attract the wrong targets. If you want to give something away – spend more and be selective about who gets it!
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Always work the leads – otherwise why exhibit at the show? Never ignore old clients. An old client already knows who you are and how you deliver – get them re-interested – a far easier sale. If you don’t write new orders at a show do not worry. Trade-show meetings are just brief introductions for possible longterm relationships. Use the mail after the show to send catalogues to solid client leads. Most attendees get weighed down with so many unwanted items that they throw everything – the good, the bad and the ugly - out before hitting the road home. This is not a party time for exhibitors. This time can set your company in motion for a successful year – stay focused.
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Becoming Cynical ???
I recently shared this with our sales people and many actually made positive comments – so much so that I thought it appropriate to share with our readership. Are you becoming cynical? Attitude is everything in sales. Never let past experience negatively affect your closing techniques. And by no means should you allow your successes or lack of successes cloud the circumstances of the present situation. Getting too caught up in the success or failure of each interaction can also be a problem. Remember, that the best sales people care for each new prospect as if they were the first and most exciting customer in town.
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Absolute Exhibits 2006 |
| ... On With the Show |
Please take a few minutes to overview our latest brochure with many new pictures from this past year. This gives you great insight into the tradeshow world ... just click here
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