Selling at a trade show is not the same as selling in everyday life. There are a variety of modifications that need to be made to be productive and efficient with your time and resources.
The best way to increase the success of your trade shows is to train your sales representatives, booth staff, and perhaps even you. Some companies never grow to their full potential because their personnel are never taught how to run a booth and generate leads effectively.
To address this issue, Pearl Lemon Sales offers customised sales training courses. These courses will guarantee that the time and money spent by your company on visiting trade shows pays off in the form of more leads, more sales, and an even more favourable industry reputation or 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.’
We work to make sure that participants in our trade show sales training classes have the knowledge and abilities necessary to make the most of that advantage. A trade show salesperson who can show that they are helpful consultants interested in making sure that their solutions and products fit the prospect’s needs will already have an advantage over those just quoting specs and pricing.
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 typically crowded, noisy environments, and when presented with a sales objection, too many salespeople give up on a prospect, say goodbye, and then wait for the next one to come by. However, some prospects are genuinely interested to know more.
They genuinely seek answers to these questions, and an effective salesperson not only knows how to do so with assurance but also knows how to leverage the answers into competitive advantages that help close deals. We’ll demonstrate the process to your sales team, and then we’ll work with them to make sure they can follow 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 pick us for trade show sales training? We are one of the few who take the time to specifically personalize the training to your needs, even though we are aware that we are by no means the only firm providing sales training.
We take the time to listen to you, learn about YOUR concerns regarding trade show sales, and then customize the solution to exactly meet those needs. This customized strategy outperforms any one-size-fits-all solution by a wide margin.
Did we also mention how exciting and enjoyable our sales training is? To absorb and retain information efficiently, people need to be interested, and this is especially true in the sales industry.
Contact us today and let’s discuss how it – and Pearl Lemon Sales – can help you.
If you have any questions, please do get in touch with us! If you’d prefer to speak directly to a consultant, book a call!