Trade Show Sales, Part Two
The following is the second installment of my blogs on the subject of trade shows.
Instead of being an attendee at a trade show, it is your turn to pony up some dough and be an exhibitor if you hope to attract people to your booth. You’ve got an unlimited budget and can create whatever you want. Ready? Go!
Okay, let’s take a look ...
Bright signage. Colorful brochures. Candy jar. Promotional products. Staffed by easy-on-the-eye salespeople. Open the doors. Let’s get this party started!
Wait! Back up. Let’s get something straight first.
What’s the conversation that you want to have with any given attendee? When it comes right down to it, what does ideal look like?
Those two questions need to be the focal point of your preparation and everything else must be built around that. Well, it’s about printing, right? You want to sell more print. I mean, duh!
A discussion surrounding print would likely digress to specs, quantities and price. Still think you want to talk about print?
A more attractive conversation is one that results in solutions including print. To get there, you need to know about the prospect’s business needs. To know that, you need to ask a very basic question and get into a discussion surrounding the answers that are provided.
The question? “How’s business?”
Stick those two words on a sign or brochure and the result will be the most desirable conversation. That, in turn, will tell you what you need to know in order to provide the best solution. That is, the best print solution instead of hoping that you can be the lowest bidder.
Have a good show!
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Related story: Trade Show Sales, Part One
Bill Farquharson is a sales trainer for the graphic arts. Email him at Bill@AspireFor.com or call (781) 934-7036. Bill’s two books, The 25 Best Print Sales Tips Ever and Who’s Making Money at Digital/Inkjet Printing…and How? as well as information on his new subscription-based website, The Sales Vault are available at BillFarquharson.com.