TRADESHOW SALES
Selling At Tradeshows Has Changed Forever by Chris Kappes
T
he traditional selling model at tradeshows is broken. It’s time for a new paradigm. Before marketing channels proliferated, and omnichannel became vogue, show attendees didn’t have internet access to research and evaluate products and services. Tradeshows became the “learning lab”; the place to discover new companies, products, and services for the first time. Exhibit staffers didn’t have a “formal selling model” and defaulted to what they knew: field selling with an emphasis on relationship building. Tradeshow pioneer Fred Kitzing recognized this, and while relationship building was important, he hypothesized that staffers (and the industry) would benefit from an abbreviated and structured sales model to optimize performance. Kitzing drafted a seminal booklet for the Tradeshow Bureau (now CEIR) called “You Make the Difference,” which outlined a four-step process for staffers’ selling at tradeshows:
» Step One: Approach with an open-ended question and/or icebreaker.
» Step Two: Qualify role, interest, buying intent, budget allocation, decision timeframe.
» Step Three: Demonstrate and sell the product-service.
» Step Four: Close and record using a customized lead form. His defined sales process became institutionalized, and a half-day “You Make the Difference” workshop was created for exhibitors. Fast Forward A subsequent refinement to Kitzing’s sales process was incorporated a decade ago by the famous sales trainer Tom Hopkins and me. The guide, “How to Master the Art of Selling at Tradeshows,” embellished the 46 Oct/Nov/Dec 2023 Exhibit City News
qualification step by calling it NEADS: » N: What do they have NOW? » E: What do they ENJOY most about what they have now? » A: What would they ALTER about what they have now? » D: Who is the final DECISION MAKER? » S: SOLUTION. With proper qualification, you can evaluate what solution makes sense. Information Access Changes Model With more information at their fingertips than ever before, tradeshow attendees are now more educated and attend shows with the following priorities:
» Having questions answered on the spot. » Idea generation/planning. » Evaluating solutions for existing problems. » Gathering information for an upcoming purchase. Furthermore, they attend shows with a “must-visit” agenda and want to engage with you and your company based on your: » Knowledge of product/solutions. » Willingness to share information. » Credibility. » Knowledge about costs. » Willingness and ability to solve their challenges. New Model Evolves Today, multiple generations of professionals in the workplace have unique values, work ethics, and outlooks on life. Exhibitors need to field an exhibit staff with the same diversity and ability to engage attendees on their terms. So, what does the new sales model look like?
» Step One: IDENTIFY the reason for their visit. Examples: “What brings you to the show and our exhibit?”
“How familiar are you with XYZ?”
» Step Two: QUALIFY buyers’ NEEDS with an emphasis on where they are in the buying process. Examples: “Where are you in your evaluation process?” “How familiar are you with XYZ company?” “What kind of solutions are you looking for?” “What do you want to take away from your visit today?” “What attributes are most important to you?” » Step Three: SELL the ability to collaboratively provide solutions with testimonials. » Step Four: CONFIRM deliverables and next steps. It’s important to remember that today’s tradeshow attendees are “educated solution seekers,” distinctly different from previous generations that didn’t have access to the same information. Therefore, exhibit visits validate, or not, pre-show bias, preference, and the readiness and performance of staff is essential to optimizing tradeshow performance and sales acceleration. So, when exhibitors complain about a poor show, look first at staffing. The adage “exhibits don’t sell, people do” is apt. Preparedness is essential, and so is an updated sales model. Chris Kappes is a three-decade executive who has served as CMO, CSO and President of leading event agencies. Kappes is a published author of two trade books, The Noise Behind Business. How to Make Tradeshows Work & How to Master the Art of Selling at Tradeshows co-written with sales expert, Tom Hopkins. Kappes shares his industry experiences and views at conferences and publications like Exhibit City News. His contact information: kappes52@gmail.com