going to a trade show, exhibition or networking event? selling the sandler way

Selling at Trade Shows and Exhibitions

6 essential steps for success3 secret business opportunities5 ways to close more sales

Ermine AmiesSandler Training

6 essential steps to success

and winning more business

1. Evidence of success

Set & track your specific objectives for the event• Sell on site• Gather leads• Qualify leads• Launch a product or service• Check out competitors• Meet existing customers• Negotiations • or…….

2. Separate SUSPECTS from your PROSPECTS

2. Separate SUSPECTS from your PROSPECTS

Bonding and Rapport Qualification

3. Adjust your selling style

4. Plan your follow up before you go

•Write your follow up emails and nurture campaigns before

you go

•Block time out in your diary so you will follow up promptly &

have time for next step meetings & calls

•Download any apps – e.g. the event app & Fullcontact or

other app where people (not machines) transcribe the

business cards you collect

5. Don’t pitch - dump your pitch

DIFFERENTIATE – USE YOUR 30 SECOND COMMERCIAL & QUALIFY THEM

• No features & benefits• Consequences – 3 relevant pains

• Where would you like to start?• Which of those challenges have

you faced?• Which of these things should we

discuss?

Start with the END in mind

Is your goal to qualify and get off site meeting with the decision makers? Or to sell on site?

Manage the time and move onto the next prospect to qualify them.

Be clear on your objectives and your up front contracts at the start of the conversation and the close (next steps)

6. Questions

Develop a list of great qualifying questions to use and reuse • What brings you on to our stand (this event) today?/Is this your first time visiting our stand (this event)?

• Tell me more about that?

• Have you used/done X before?

• Do you currently use X? Whose?

• What has your experience been?

• What reasons might you have for switching to another company?

Be better at pitching

3 Secret Business Opportunities

3 Secret Opportunities1. LinkedIn groups – direct mail 15 dream prospects

The secret recipe for that Linkedin outreach

NB – the recipe is keep it short, sweet and direct.

Don’t beg.

Don’t smell like a salesperson.

Begin with the end in mind - phone conversation , then meeting at the event if qualified

Remember you can contact people in the same groups as you, your first contacts and use inmails if you are a premium user.

Track your success.

The secret recipe for that Linkedin outreach

• Equal status start: Hi John,

• Research and bespoke start to your mail: I saw your white paper on the new applications of mobile telephony for polling at conferences- what an exciting opportunity to engage delegates at events.

• Figure out a mutual fit or not: I have worked with tech companies who offer great solutions but often end up doing too much free consulting. I don’t know if it makes sense for us to talk about the potential for working together at the exhibition or at some time down the road.

• Call to action: If it does, then would it make sense to speak on the phone for 10 minutes before the exhibition?

• Simple sign off – no hugs & kisses: Ermine

Your secret recipe looks like this:

Hi JohnI saw your white paper on the new applications of mobile telephony for polling at conferences- what an exciting opportunity to engage delegates at events.

I have worked with tech companies who offer great solutions but often end up doing too much free consulting. I don’t know if it makes sense for us to talk about the potential for working together at the exhibition or at some time down the road.

If it does, then would it make sense to speak on the phone for 10 minutes before the exhibition?

Ermine (and it’s less than 100 words!)

3 Secret Opportunities1. LinkedIn groups – direct mail 15 dream prospects

2. Never eat alone – start with breakfast….

3 Secret Opportunities1. LinkedIn groups – direct mail 15 dream prospects

2. Never eat alone – start with breakfast….

…..lunches, drinks receptions & dinners

3 Secret Opportunities1. LinkedIn groups – direct mail 15 dream prospects

2. Never eat alone – start with breakfast….

…..lunches, drinks receptions & dinners

3. Prep exhibitors in advance by your priority and

stand location – if you can’t meet the decision

maker, gain intelligence on current suppliers, their

cast of characters and decision making

Be better at pitching

5 steps to close more deals

5 steps to close more business1. Know your process – qualify or

disqualify for clear next steps

5 steps to close more business1. Know your process – qualify or

disqualify for clear next steps2. Agree next specific steps with your

prospect while you are with them

Qualified? Next stepsUseful questions for this stage of your process:

•Would it make sense for us to arrange a phone call to continue this discussion? (if yes – agree time immediately)

•Is there someone else at your company I should be talking to?

•Would a face-to-face meeting be appropriate?•What is the best way to set up that up? •Their homework?

5 steps to close more business1. Know your process – qualify or

disqualify for clear next steps2. Agree next specific steps with your

prospect while you are with them3. Have a printed diary

5 steps to close more business1. Know your process – qualify or

disqualify for clear next steps2. Agree next specific steps with your

prospect while you are with them3. Have a printed diary4. Up front contract for the next

meeting

5 steps to close more business

Establish a “contract” for the call or meeting that spells out

the who, what, when, where & why

5 steps to close more business1. Know your process – qualify or disqualify

for clear next steps2. Agree next specific steps with your

prospect while you are with them3. Have a printed diary4. Up front contract for the meeting5. It’s a meeting with an agreed agenda –

confirm by calendar invite

Want to sell more?

•CEOs Workshop 15 March •DISC Workshop 17 March

•Jump Start your Sales in 2016 – weekly training•Cold Calling bootcamp – coming in April

ermine.amies@sandler.com• www.anglia.sandler.com

Want more?1. Ask me for a speaker for your

professional association 2. Or an invite to a free sales

training session3. Free sales meeting facilitation

for sales team of 3 or more4. Assessment of existing sales

team or potential hires5. Connect on LinkedInermine.amies@sandler.comwww.anglia.sandler.com