It happens more often than youd ever guess in fact, it might be happening at the booth right next to yours. Recent surveys of trade show attendees show that the most dissatisfied attendees are those who purchase something that they really didnt want. Needless to say, these attendees dont have a high opinion of those companies that strong-armed them, and report that theyll be unlikely to do business with them again.
How can this happen? What possible way is there to force attendees into purchasing something unwillingly?
Not all the people pleasers at a trade show are booth staff. Some are walking the aisle, as attendees. When these types run into an overly-forward, persistant salesperson, they can be bullied into a purchase. Thats not the way you want to do business.
Instead, train your team to have a needs-focused approach. By engaging attendees in conversation, questioning and listening more than talking, and truly focusing on solving the attendees problems, you are far more likely to make a sale the attendee is satisfied with.
Key to this is five questions, the Familiar Five that should be part of every sales conversation:
What:...
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