We hope you enjoy these quotes, which all speak words of truth to us. It’s always good to have a reminder of what will keep us on track and on target – and usually it’s doing the basics right!
2. “With confidence, you have won before you have started.”
Marcus Garvey, Political leader, publisher, journalist and entrepreneur
4. “No matter what you do, your job is to tell your story.”
Gary Vaynerchuk, entrepreneur, author, public speaker
6. “Don’t aim for success if you want it; just do what you love and believe in, and it will come naturally.”
David Frost OBE, Journalist, writer and media personality
7. “Quality performance starts with a positive attitude.”
Jeffrey Gitomer, Author and speaker
8. “Your attitude, not your aptitude, will determine your altitude.”
Zig Ziglar, American author, salesman and motivational speaker
9. “My objective is not to close the sale but to open a relationship.”
Neil Rackham, author of SPIN Selling
Now check out our other sales quotes.
This is because we all influence in our everyday interactions, whether we are aware of it or not, and of course we often try to influence consciously in many of our business situations.
So Tom was excited to be invited recently to talk to Nick Peters, journalist and Editor of Business First magazine, on his weekly programme on Share Radio.
You can listen to the interview here.
The show, called “Shop Floor”, is all about work and the workplace in all its forms. Nick was interested in the idea of sales as a culture, not just something that someone who has the word SALES in their title does. He wanted to explore how influence can be used to empower everyone in the organisation to ‘sell’ the company every time they deal with a customer.
Tom had a great time talking to Nick about C-cubed influence, how mindset effects our ability to influence, and how C-cubed influence is having an impact in organisations around the world.
Share Radio is one of London’s newest radio stations, and you can listen to the radio interview here.
Do you ever sell at a trade show? What do you know about what works?
Attending trade shows can be costly and time consuming and a business needs to think carefully before it decides to invest in a show. It’s not all about numbers – in choosing a trade show the “attendee profile” is as important as the actual number of attendees. It will be fruitless to attend a large trade show if the attendee population is not consistent with your prospective customer profile. So – is it really worth it?
According to the Centre for Exhibit Industry Research, nearly all attendees (90%) plan to make a purchase within the next 12 months. In addition to the percentage of prospective customers, the vast majority of attendees (80%) are decision makers or have some influence on the business they represent. In addition to being prospective customers, 30% of trade show attendees have a definite interest in your product or service. Over 75% of trade show attendees are looking for new suppliers and buy 1 or more products. Finally, (26%) of trade show attendees purchase products at exhibitions. These statistics suggest that it can be a worthwhile investment.
We work with Siemens on an annual basis developing their conference presenters and training their booth staff at a PowerGen exhibition in different European locations. Over the years we have refined our approach to the training and Siemens have got better at analysing what works. There appear to be a number of factors that combine to make this a successful (if expensive) venture. I share these with you in the hope that we can contribute to what you believe works in making these trade shows worthwhile. We are not experts in how to create a trade show marketing strategy or effective pre-trade show marketing and promotion techniques that entice customers into your booth. However we have learnt a thing or two about how to deal with the most important people – prospects ands customers!
Here are our top ten tips on working a booth and achieving great sales results:
- Train people – however many you have on the stand they need to be trained. Communicate your goals, sharpen their skills, articulate clear behavioural expectations. If it is a large team because your business is complex, make sure you do some product/service line training – this will help with cross-selling during the show
- Have experts and sales people – avoid populating your booth just with sales people. Have subject matter experts there as well as introducers
- Get people’s attention – find a way to stimulate interest. At Siemens’ stands there is an Expert Centre which features regular 10 minute presentations. This is a great way of initially attracting interest and then ensuring that more people come to the stand at designated times
- Capture details – the people who visit your stand are like gold dust – don’t let the gold slip through your fingers. As you talk with visitors and collect business cards and other business material, develop a list or immediately input the data into a database. By collecting this important information you are generating lead cards for each visitor. This information can be used to follow-up with prospective customers following the trade show as well as in generating a mailing list for future promotions. You should collect as much and as detailed information as possible
- Engage quickly – research suggests that if you do not engage within the first minute there is a good chance that someone visiting a stand will leave. Avoid the pressure approach – play it gently and have some easy way to get into a conversation – ‘what has brought you to this stand?’ This is better than the mundane – ‘how can I help you?
- Qualify quickly – there may well be many thousands of people coming to the show – avoid time wasters. Have some qualification criteria agreed beforehand and if possible use non-sales people as introducers to the rest of the team. Focus on finding the gold!
- Build rapport and credibility – the 2 foundation areas to ignite interest are demonstrating credibility or building rapport. Credibility is established by things like: the handshake, knowledge of the market or product/service, your own self-confidence and personal history. Rapport is starts with questioning, listening, curiosity and really paying attention to the person in front of you
- Use the right questions – avoid stock questions and focus on moving the conversation forward. These work well:
– ‘what is of particular interest to you right now?’
– ‘what sort of business are you in?
– ‘how has the show helped you so far?’
– ‘what do you know about us?’
– ‘what would you like to know about us?’
- Know your products and service – make sure you know enough about what you are selling/who you are representing to make a real difference. Profile possible attendees and decide what they will be most interested in. Focus on the key differentiators or usps if you have them
- Follow up – this is key. Selling at trade shows is an expensive business – you need to make the most of your investment. You can do this by following up straight away by email and then telephoning key prospects within 1 week maximum – otherwise all momentum will be lost.
So there you have it – our top ten tips. Do you have a view? What have we missed? What has been your most successful trade show? Drop us a line.
Thank you to everyone who took part in our in-depth sales excellence survey earlier this year – your help has been invaluable.
We thought the survey findings made interesting reading – we have identified 3 core areas which make the difference between a salesperson and a brilliant salesperson.
Jeremy and Tom would be delighted to answer your sales questions. If you have bought the book and would like more information on a topic, or if you have a sales problem, then please ASK THE AUTHORS! Just click here to send us your question and we will post it anonymously along with our answer.
So now we know that Tom has been watching cooking programmes on TV (see blog on Ramsey’s Rating Nightmare) in between delivering his training, writing the book and cooking! I think he should be offering courses in time management or multi-tasking at this rate!
Well, as ever, Tom has been very organised and is well ahead with his contribution to book writing. And we all know that Jeremy will take it to the line but get there with a last minute flash of inspiration! But seriously, our budding authors have been working hard and its all coming together really well…. and now its your chance to contribute…..