Basic Training

According to our author, trade show selling consists of four phases:

Engagement

The burden of attracting people to your booth can be daunting assuming you haven’t invested in a third party. The typical rule of engagement is: Don't ask a question that will allow the attendee to simply give you a one word answer and keep on walking. Ask what product or service they need or want; whether the show has been as helpful for them as previous shows; familiarity with your company, etc. Be creative -- this is a critical step, and the goal is to stop them and carry on a conversation.

Qualification

Do not waste your time on those who aren't really interested in your product. It pays to qualify potential customers right off the bat. There's nothing worse than seeing six good prospects walk by while you're politely listening to someone who you suspect doesn't even need your product.

Presentation

It’s time to tap dance and dazzle prospects with your product’s many benefits as opposed to the other guys'. Try to make sure your presentation is five minutes or less and memorable.

Closing

The most important and usually hardest of all the phases is successfully closing a customer. Ask them how they would prefer your follow up. That puts the honus on them by forcing them into a calculated response. The more specific you can be, the more likely they will remember you during the follow up.

A Smash Hit Displays understands and appreciates the inherent hurdles which must be cleared in order to generate the desired response from each trade show. Empowering a company with such capabilities means outfitting them with the proper displays i.e. (tradeshow pop up, tradeshow banner stand) and trade show graphics. Those items will assuredly assist and allow them to focus on the preparation for the sales staff to engage, quantify, present and close potential customers.