Tradeshows Offer Big Advantages for Field Sales

Marketing

Tradeshows Offer Big Advantages for Field Sales
by Anita Sirianni



Sales reps usually agree, the excitement of travel, spending time with colleagues and dining on regional specialties are a fair trade for the time and energy required by attending tradeshows. Participating at these events usually means a big sales boost for the local representative(s). It also means time away from selling, territory responsibilities and reaching quota. Yet, sales people feel that exhibiting is an investment they make to support the company image. After all, 'tradeshows' are really just public relations for the company…or are they? You might have a tough time convincing the exhibitor's at last year's American College of Cardiology Meeting that tradeshow efforts are only good for PR. The average purchase by attendees was $276,100!

Tradeshows are more than good exposure. Companies and sales people interested in maximizing their efforts might roll their sleeves up to a few of the following ideas.

Tradeshows are a chance to meet new customers you might not otherwise meet. Medical Marketing and Media magazine found that 24% of physicians who attend medical meetings refuse to see sales representatives. A visit from a sales representative, during normal business hours, interrupts a doctors' busy schedule at the office or hospital. Studies show, the average physician sees only 4.6 representatives each month. Exhibition attendees are much more willing to give their total attention to representatives since they visit an exhibition to learn. What more could you ask for? Present your product, boost your sales and begin a good customer relationship!

Stay on the look out for "Buyers" in the aisles. The average attendee will wait only 60 seconds or less to get personal attention from a sales rep booth.

Avoid customer greetings that sound like everybody else! Typical greetings such as "Can I help you?" "How are you doing, today?" or "Are you enjoying the show?" are used by most reps in most booths. These close-ended questions do not engage the customer and wastes your opportunity to stimulate interest with a better question. Opening questions that relate to your product, its benefit and begin with who, what, where, when, why or how are best. Consider the following examples:

How might your patients respond to or enjoy [benefit of product/service]? 

How might this [product/service] work in your practice? 

How did you hear about [product/service]? 

How would you use this [product/service] in your practice? 

Would you care for a brief demonstration of the [unique performance feature]? 

Have you considered making a change in the way you currently [benefit of product/service]?

Keep a record of the people you talk to. The cost of exhibiting at tradeshows is staggering. Collecting business cards or keeping a list of the prospects you meet will maximize your company's investment at a trade show. Offer to put the prospect on the company mailing list for product, service and technology updates. This is a good way to obtain the follow-up information you need for sales qualification. Jot the product, customer interests, names of the decisions makers and your contact recommendations. Be sure to include any comments about your conversation that will help to personalize the next meeting. Your company and colleagues will appreciate the fresh source of leads and sales after the show is over.

'There's gold in them there leads!' At an average of $250 per sales call, companies and sales reps are highly motivated to reduce the time and office visits it takes to close a deal. The cost- effectiveness of sales calls are much better from a lead generated during an exhibition. The Trade Show Bureau reports, exhibit leads require a staggering .8 sales calls to close a sale as compared to 3.7 calls without one!

Familiarize yourself with the convention program schedule. Speakers and researchers deliver presentations at tradeshows that endorse techniques, and products. This often stimulates interest and sales of your product. A survey conducted by Dental Manufacturers of America Inc. indicates, 90+% of large and small dental equipment purchases are influenced by an educational seminar. While 57-65% of purchasing decisions depend on the information gained at the convention.

Don't spend precious convention sales time educating "Lookers" and "Shoppers". Refer customers who require more information about the need for your products or service to the program meetings or offer an in-office demonstration after the tradeshow is over. Using show time to convert "Lookers" and "Shoppers" to "Buyers" is sometimes a long process, especially with highly technical products. Spending a lot of time at a tradeshow educating or creating need in the prospects mind may mean you miss a chance to meet and sell to the doctors who are ready to buy.

The value of tradeshows goes far beyond public relations for sales professionals and the companies they represent. With a little bit of planning and preparation, the potential and profit of tradeshows will pay surprising returns.


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Anita Sirianni is a professional writer, speaker, and “sales coach” in high demand. She is the president of ANSIR International and can be reached at 800-471-2619. Her web-site is www.AnitaSirianni.com