A show isn't a show without exhibitors, which means that someone has to have the responsibility of selling space. According to Jim Meisenheimer, expert sales trainer, author, and consultant from Libertyville, Ill., selling is a process -- it's about listening to what your potential exhibitors say they want and need. The following are three of Meisenheimer's key attributes of the selling process.
The selling process begins with a network. Mastery of the art of networking can have a tremendous impact on your selling success. By expanding business contacts and making connections with the right people, networking enables you to increase your sphere of influence. The larger that sphere grows, the more opportunities present themselves for entering into win-win selling relationships.
The selling process yields the right answers. Today's salesperson understands that listening is more important than persuading and convincing. Asking core questions that are tried and tested will yield results.
The selling process depends on effective listening. Effective listening depends on the ability to ask rock-solid questions. A really good listener also takes good notes. Not only does it put the listener in a "listening mode," it also shows that the listener is interested in what is being said.
According to Meisenheimer, to ask really good questions, you must prepare them, organize them in a logical sequence, and then ask! Variations on the following 12 questions may provide the best results.
1. Tell me about your business.
This very broad question brings to the surface facts that are of greatest importance to your potential customer. It forces you to start the process with a focus on your potential customer, rather than on your products.
2. Describe the people in your organization.
This question is designed to get potential customers talking about how they feel about other key people in the organization.
3. What are your responsibilities?
Once you discover the client's role, title, or position within an organization, probe to uncover responsibilities. Most salespeople never ask the question because they make assumptions -- which may be erroneous --based on what they know about certain jobs.
4. What are the biggest challenges you face in expanding your business?
The key word is "challenges," a positive word for problems. As a professional salesperson, your job is to identify specific needs and challenges. When you first meet a potential customer, he or she may be reluctant to talk to you about special problems, regardless of your sincerity and willingness to help. To speed up the process, focus on challenges instead of problems. Most people are more than willing to describe their biggest challenges, while unwilling to tell you about their problems.
5. What are your priorities?
This question will reveal whether your potential client has established priorities. If you're given a long list of priorities, ask for them to be ranked. The response to this question will help you tailor your presentation to match their goals.
6. Ask a relationship question.
This is a personal question, designed to allow you to learn about common interests and things that begin to build a personal relationship. Ask any question that advances the relationship to a higher level.
7. What do you like most about shows in which you currently participate?
Put your ego aside. It's only realistic to think that your prospect likes specific attributes of your competitors' shows. It doesn't matter whether your show can deliver the same attributes, but you must know what they are before you begin your sales presentation.
8. If you could change anything about the shows you currently participate in, what would you change?
Fifty percent of the time the first response is "I can't think of anything." Be patient and remember that no one is ever 100 percent satisfied and that people are always looking to improve their current situation. Ask the question again. What you're searching for is just that one piece of dissatisfaction. Once identified, you have a starting point on which to build your presentation.
9. What are your criteria for making a decision?
Most prospects have not thought this answer through, so it's important for you to prompt them. How could you make an intelligent sales presentation without knowing what the decision is going to be based on?
10. Describe your decision-making process.
Not only do you want to know what criteria will be evaluated before the decision is made, but you'll also want to know what process is involved in making a decision. What steps will your prospect go through? Is the decision made informally or through a very involved committee process?
11. How will you measure success when exhibiting at our show?
This question unearths the personal critical measurements your prospect will have for investing in your show.
12. What are your expectations for working with a new show manager?
If you want to build a long-term customer relationship, ask this question. Don't assume you know the answer.
Asking good questions is about building relationships. It's about helping potential exhibitors make more informed decisions. And it's about doing your homework before selling your show.
Written by Susan A. Friedmann,CSP, The Tradeshow Coach, Lake Placid, NY, working with companies to improve their meeting and event success through coaching, consulting and training.
Author: “Meeting & Event Planning for Dummies,” and “Riches in Niches: How to Make it BIG in a small Market” (May 2007).
For a free copy of “10 Common Mistakes Exhibitors Make”, e-mail: article4@thetradeshowcoach.com; website:
www.thetradeshowcoach.com.