Exhibitions

7. Selling Technique

Most exhibitors aim to make introductory contacts rather than to complete sales on the spot.

7.1 Respond to visitors.

• A visitor should be allowed to browse briefly and then be approached.Employees must not hide at the back of the stand chatting among themselves.

7.2 Start by finding out what kind of visitors you have.

• Ask whether they use your kind of product and what their interest is in your stand.
• Ask what their roles are in their organisations and what their businesses do.
• Don't ask 'closed questions' such as, 'Can I help you?'. The answer will often be no. Find out whether a visitor has purchasing power or influence.

7.3 Stress the benefits of your product.

If a visitor is a potential customer, you must create enough interest to pave the way for a follow-up meeting or call.

• Find out what the visitor's needs are.
• Explain how your product can satisfy those needs.

7.4 Make arrangements to follow up.

A visitor should not leave your stand until you have agreed what the next step will be.

• Make sure you record the name, job title and area of interest of each prospective customer.
• Record any information you need for following up the enquiry. Who should you contact, when and how?
• Rate your leads to ensure you follow up the best first.
• Arrange to get one of the organisers' mailing lists and consider mailing everybody who attended, even if they did not come to your stand.