Here? the scene. You?e at the trade show, having a

discrete "Sales Call" conversation with a visitor. Things are

going well until he says something like. . . * So who else uses this upgrade?* You mentioned Big Foot, Inc. as a client. Who can I contact

there?* I? not sure it? worth the extra money to us. Got any

examples of real savings?* We?e heavily invested in one of your competitors and I

can? see junking everything we?e already done even

though we have problems with that system. You say the

transition would be smooth. How do I know?YIKES. There you are with great sales resistance, which you

could overcome if you knew what to do. This fellow is asking

for you to give up client info? and you don? know what your

client will say. FOUR PROBLEMS1. A trade show is a job interview for your COMPANY. Just as

you are prepared when you go on a job search? past

history, skills, recommendations? so, too, do people who

are looking to hire a firm want to be reassured about the

history, skills and recommendations related to your

company. 2. Few people will directly ask you for a list of

recommendations for your company. The essence will be in

general conversation. You?e got to be sharp and listen for

opportunities to bring up recommendations. You can?

fumble this? you?e got to be smooth. 3. Your personal recollections may be great but they are

personal. You may be a great salesperson but it? still you.

They want broader, and more distant, assurances. 4. Now you?e thinking? If I give him Sam? name at Big

Foot, what will Sam say? Even if you call Sam in advance,

you can? control the conversation. Or Sam, either by

preference or company policy, may not be able to say

anything. FOUR SOLUTIONS1. Know in advance the clients you can talk about and those

you cannot. Understand there are reasons you can??

security, proprietary product or an agreement with client. No

one and no company wants to be gossip fodder. Have true

stories everyone agrees upon. Rehearse and do not

embellish. Do not make yourself the hero. Buyers write the

check to the company, not you. 2. Interview your clients before the show. You want current

recommendations. People change jobs and titles. Maybe

Sam was happy in the beginning but not now. Ask for

comments. Ask Sam if he can be contacted on a particular

topic only. Have this information available either at the show

or for follow-up. 3. If you have a sophisticated web site, you could add audio

or video clips. Make them short, impactful and change them

often. Your clients have egos. It makes small companies

look smart; big companies look smart. 4. You have to listen very carefully and get to the heart of the

resistance or query. Is it really dollars or is an assurance

needed that it will be a good value? Is ego in the way of a

sale? Is this a new-broom manager or is there a real need

to upgrade or change? Is this a disgruntled client?Your clients want to see you do well, and most are happy to

help you. Julia O'Connor - Speaker, Author, Consultant - writes

about practical aspects of trade shows. As president of

Trade Show Training, inc,, now celebrating its 10th

year, she works with companies in a variety of

industries to improve their bottom line and marketing

opportunities at trade shows. Julia is an expert in the psychology of the trade show

environment and uses this expertise in sales training

and management seminars. Information and free newsletter sign up

http://www. TradeShowTraining. com

Contact Julia at 804-355-7800 or

julia@TradeShowTraining. com

Author:
Julia O'Connor