Selling at a trade show differs from selling in the real world. To be both productive and efficient with your time and resources, all kinds of adjustments must be made.
The most effective strategy to improve the outcomes of your trade exhibits is to train your booth workers, your sales executives and maybe even yourself. Some businesses never reach their full potential because their employees never learn how to properly operate a booth and generate leads.
Pearl Lemon Sales offers bespoke trade show sales training programs that solve this problem and will ensure that the investment in time and money your business makes in terms of attending trade shows pays off, in the form of increased leads, increased sales and even increased industry reputation and visibility.
While every trade show sales training program we create is bespoke to the individual client (more on that in a while) there are basic elements that remain the same. And you are no doubt wondering just what an investment in trade show sales training will give your sales team. Here is a short look at just some things they’ll learn:
Trade show attendees are there to seek out things that will be beneficial to them. They are looking for innovations that will make running their business easier, more efficient, more economical and so on. This is something many salespeople don’t realize the importance of, and that is an easy way to miss sales opportunity after sales opportunity.
If the salesperson is not uncovering what’s keeping their prospect awake at night, if they are wasting time talking about what they think might be their prospect’s problem, or about someone else’s problem, then they are not going to make a sale, or even generate a lead.
Trade shows offer a unique sales advantage. You can question visitors, face to face, away from gatekeepers, about their specific challenges during trade events, allowing you to personalize your demo to their specific needs. We show salespeople how to ensure they make the most of this.
As a part of our trade show sales training, we ensure that salespeople understand how important consultative selling is at any event. Trade shows can be uncomfortable for prospects if they feel that no one wants to actually help them solve their problems, but just wants to sell them ‘stuff.’
A trade show salesperson who can demonstrate that they are helpful consultants, interested in ensuring that their solutions and products fit the prospect’s needs will already have an edge over those just quoting specs and pricing, and we help ensure that participants in our trade show sales training classes have the skills and expertise needed to make the most of that edge.
Cutting the profit margin does not require a superb salesperson to sell a product cheaper than the competition.
The ability to demonstrate how your product adds value, even if it costs more than your competitor’s, is what distinguishes good selling from exceptional selling.
This is a concept that most salespeople are aware of, and understand, but find hard to execute in the real world. Yes, they know their product, but figuring out how to demonstrate its value to prospects is where they fall down.
One of the main focuses of our trade show sales training is helping salespeople, via live examples and role play, become confident enough in what they are selling, and what they are saying, to be able to prove its value effectively. It can be a tricky skill to master, but our expert sales trainers have, and they can help your sales team do the same.
Trade show floors are usually loud, busy places and faced with a sales objection, too many salespeople give up on a prospect, say goodbye and then wait for the next one to come along. The thing about sales objections though is this: the prospect is interested enough to make one.
These are questions they genuinely want answers to, and a good salesperson not only knows how to provide those answers with confidence, but to turn them into sales advantages that close a deal. We’ll show your sales team how it’s done and then work with them to help ensure that they can do it too.
Attending any trade show calls for a significant investment, but in some industries if your company does not have a presence at the big ones they will already be behind the competition. But trade shows are about more than being seen, they offer a great opportunity to sell.
All too often, companies send staff out onto the trade show floor with little to no preparation. They are sales people, they should be able to sell. But the unique nature of trade show selling is often something they are not prepared for, struggle with, and ultimately the ROI on your investment is rather poor.
Investing in trade show sales training will ensure that your team is prepared, do understand the unique challenges they’ll face out there and are ready to meet them, giving your business a chance to see the ROI they expected.
Why choose us for trade show sales training? We know we are far from the only sales training company offering it, but we are one of the few who take the time to tailor the training to your needs specifically.
We take the time to talk to you, discover what YOUR pain points are when it comes to trade show sales and then tailor the offering to address them specifically. This bespoke approach is far more effective than any one size fits all offering can ever be.
And did we mention that our sales training is engaging, and even fun? People have to be engaged to learn and retain almost anything effectively, and that is especially true in sales.
Contact us today and let’s discuss how it – and Pearl Lemon Sales – can help you.