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19 Tips : From a Lead To Successful Trade Show Sale

Just as using the right words and phrases can lead to sales success, using the wrong words and phrases can take you down a completely different path. This is just as true for your presentations and activities in a trade show booth as it is in a traditional sales call. You’re trying to convert prospects into qualified leads at a trade show and most of the people who stop by have buying authority.

It’s essential you use the limited time you have with each visitor in the most productive way.

  1. Consider this key mistake you can make when an individual strolls to your exhibit. It’s tempting to break the ice with something such as “Sorry to bother you.” But, if you truly feel that you have something to offer, don’t start by apologising. In fact, if you use the word “bother,” the prospect will almost certainly feel imposed upon.

  2. Don’t be vague and say something such as “I’d like to connect.” This is similar to saying that you’d like to visit for a short time but you don’t really want to give the visitor something of value.

  3. This bad opener is similar to #2 in that you use the word “connect.” However, you “guess” that he or she is the right person to connect with. If he or she is at the trade show, chances are very good that he or she has decision-making authority.

  4. To continue this train of thought, you’re only following up on #3 when you ask the individual to put you in touch with the “right” point of contact.

  5. If you open with the question “Is it a good time to connect?,” you’ll give the prospect a chance to say that no, it isn’t. This may change depending on whether you’re at a trade show or making a call at the prospect’s workplace.

  6. In a similar vein, don’t ask for permission, such as “Can I tell you about…?”

  7. Don’t just “check in.” Give the contact a reason why you’re opening a conversation about your product or service.

  8. This goes for “touching base” as well.

  9. Say that you’d like to learn more about the problems and pain that your product or service can resolve instead of saying that you’d like to have a chat with the prospect.

  10. Don’t tell them what you want. Avoid “I wanted” or “I’d like to.” The important person is on the other side of the table, desk, etc.

  11. This terrible opening statement or question can go right along with #3 and #4. Don’t ask him or her if he or she is the decision maker. If he or she is not, he or she will be uncomfortable.

  12. Buyers who are experienced will shut down quickly if they hear “To be honest,” as an opening to any sentence that follows.

  13. In the same manner, don’t use “Trust me.” They won’t. Consider this wise phrase from the head of a royal family many decades ago: “If you have to tell them you’re the king, you’re not the king.”

  14. Don’t ask them if they have the budget for “this.” If they don’t want to continue the conversation, you’ve given them a perfect chance to say no and you won’t have much to come back with.

  15. Don’t condescend to your prospect with “It’s really easy to understand.”

  16. Stay away from “That’s not what I meant.” You shouldn’t get to the point of having to say this anyway.

  17. Don’t rely on jargon or numbers that the prospect won’t understand. This is not valuable information at that point.

  18. Stay away from the worn-out “I’d like to tell you about our product.” Be more creative and more positive than that.

  19. This last phrase to avoid would make you sound similar to the typical salesperson who everyone wants to avoid. Don’t use “What if I said….?”Stay away from these sales killers. You’ll be glad that you did.

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