As with exhibition stands themselves, selling at exhibitions has become an art form nowadays. Think about it, with business competitors packed around you in an exhibition hall, it’s all the more challenging to convince attendees what you’re selling is the real deal. No wonder so many new exhibitors find their first trade shows difficult!
Whether you’re an experienced salesperson, event planner, or CEO, there’s always an opportunity to improve your selling skills at exhibitions. Not only will you boost your sales and ROI; your stand visitors will leave with smiles on their faces.
In this quick guide, we’ll examine some practical tips you can follow to improve your sales skills at exhibition events. We’ll go over some things you should be saying along with a few phrases you should consider avoiding. Practice makes perfect, so remember these for your next trade show!
The Art Of Conversation: Phrases To Use When Engaging With Guests
One common exhibition sales mistake exhibitors make on the trade show floor is dominating the conversation. Indeed, it’s remarkably easy to forget that visitors come to exhibitions to buy and not to be sold.
From a visitor’s perspective, there’s nothing more off-putting than having a product shoved in your face and being forced to listen to a long ramble about why it’s a must-have. By contrast, the experience is far more pleasant when you, as the visitor, are allowed to get some words in edgeways. As an exhibitor and seller, you can see, therefore, why the initial contact is so important.
Making your guests feel welcome and giving them space is the right way to go if you’re looking to make some genuine sales on exhibition day.
The Questions You Should (And Shouldn’t) Be Asking
Here’s a set of key opening question formats to greet your stand visitors with, which make the exhibition sales process smoother:
- “Tell me more about…”
- “Explain to me how…”
- “Describe what…”
- “How do you feel about…”
- “Which problems have you experienced with…”
Notice how each one gives your attendees some room to respond? Rephrasing your questions like this helps stimulate productive discussion where visitors feel valued and engaged. It also helps you position your product or service as a potential solution to whatever issue the visitor has in mind.
These are all open-ended questions, which are much more effective than simple questions that can be answered with a “yes” or a “no”. Perhaps the worst question you could ever ask is the dreaded “can I help you?”; this tends to push people away rather than invite conversation.
Don’t forget to make eye contact, smile, and stand upright when you greet the guest and ask one of your questions. First impressions count and every visitor is a potential lead and/or customer, so it literally pays to get this step right!
Additionally, don’t forget to listen to what your potential customers are saying. That way, you’ll be more attuned to their needs and how your product or service can meet them.
Lastly, don’t be afraid to reject visitors who aren’t relevant to your brand and/or mission. You can easily identify who these people will be during your exhibition planning phase, so it should not be much of a challenge on exhibition day. That being said, remain professional at all times and redirect unwanted attention with kindness rather than malice.
Tactics For Cementing A Relationship With Visitors
Once you’ve got some people hooked, there are a few strategies to employ to make the interaction memorable. This is vital as you’ll want your guests to remember your brand and offerings down the line; this makes closing deals much more seamless.
Both gimmicks and incentives are two tried and tested tactics that make a lasting impression. Imagine you’re at a bustling trade show booth and the aroma of fresh coffee wafts through the air. It’s not just the free warm refreshments that draw you closer, but also the chance of creating that perfect moment when a stranger becomes a potential partner.
As an exhibitor, you might be in a position to think of your booth as your living room where hospitality opens doors. The branded samples and steaming cups of coffee you invested in become your silent ambassadors, quietly saying “Welcome, we’re glad you’re here.” It’s amazing how a simple gesture can melt away any awkwardness and pave the way for a sustained and real conversation.
Still, it’s a good idea to keep any freebies and gimmicks in line with your own company vision and brand identity. If you’re a sustainability-focused cardboard packaging supplier, handing out snacks in cheap plastic bowls to guests will likely alienate your target audience!
Another “tactic” that’s guaranteed to make a difference is a straightforward one: authenticity. When you genuinely care about understanding someone’s business challenges, it shows. Aggressively pushing quick sales doesn’t work; take the time to genuinely plant the seeds for relationships that flourish long after the exhibition lights dim and the booths come down.
Wrapping It Up On A High
With the majority of your hard work done and dusted, all that remains is closing the conversation and the deal. Your last impression will count just as much as the first in the exhibition sales process, so don’t falter and keep your cool. Only one goal remains: making a sale or, if you’re looking to generate leads, reaching some form of commitment. You’ll need to follow up on your leads later, and it would be terrible not to hear from them again after spending so much effort.
Here are some practical tips for wrapping up your sales pitch in a productive manner:
- Thank your visitor(s) for their time.
- Indicate your gratitude for them doing something (like following up or watching a demo).
- Ask clearly if they would like to do that “something”, without being too pushy.
- Summarize your conversation with your guest, showing that you have listened to all they’ve said.
- Ask them what future developments are going to happen at their company, which you can expect to hear about soon.
- Wish them well in their endeavors.
- Confirm their contact details, if you are generating leads.
Winning As A Team
While it can be done alone, boosting your sales at exhibitions is easier with the help of a sales team. Your exhibition staff help draw people in and maintain a healthy spirit of engagement throughout a long exhibition day. As key personnel invested in your success, make sure your staff are also trained to sell well using the tips above.
With a mere 3-4 additional staff helping you in the exhibition stall, selling becomes much easier, especially when everyone is aware of the plan and what your company’s goals are. One member can be responsible for demonstrating your product or service, while another goes around distributing prepared marketing materials in the hall. A third member of staff can be responsible for recording client information, while a fourth interacts with the clients themselves. This leaves you to manage the team and step in where appropriate.
A synergized team is a productive and efficient team, so choose your staff carefully. Don’t just take into account their individual qualities, but their ability to work well with other team members. It goes without saying, but each person should also be comfortable interacting with the public.
Last but not least, don’t forget to rotate staff out over long exhibition hours. This allows you to maintain stronger levels of enthusiasm over time, which is necessary to keep your sales prospects consistent.
Moving Forward With Exhibition Sales
Making your mark on the exhibition industry with consistent sales and lead generation is no easy feat. Nevertheless, it is a possible goal to achieve if you take the time to plan correctly and practice your conversational skills. With the help of a dedicated team behind you, even smaller companies can yield improved results.
Besides brushing up on your sales skills, you can also improve your trade show performance with the help of a winning exhibition stand design. Booth Exhibits™ is a Las Vegas trade show booth builder with multiple years of experience serving clients with designs that win the day. We’d love to get in contact with you!
