Don't be a robot

Exhibition
Robot-green-NEW-resized.jpg

Samuel Williams, business development manager at LiveBuzz and EN30 member on the importance of honesty, knowledge and becoming more adaptable.

 

Let’s face it, most sales people (me included) are motivated by money and filling that commission sheet ready for the end of the month. Who doesn’t want to be sat on their own private island drinking an ice-cold beverage, reminiscing about the time they used to work a standard 40-hour week?


In my early sales days, I found using those slick selling techniques we’ve all used wasn’t really reaping many results for me, so I decided to try a different approach; becoming less robotic and more adaptable in the conversations I was having.


Don’t get me wrong, I’m a long way off of being sat on the afore-mentioned island, but I thought for this column, I would talk through the top three things that helped me in securing deals:

Don’t rely on the use of your standard elevator pitch


According to the oracle of knowledge (aka Wikipedia), an elevator pitch is “a short summary used to quickly and simply define a product, service, or organisation and its value proposition”, and every sales organisation under the sun spends a lot of time trying to perfect that pitch.


Although this is an important tool (every sales person should be able to summarise their show in 90 seconds), the standard elevator pitch tells your story – not your prospect’s story. Instead, have that in your back pocket, try and create a story where they are the lead, get them imagining their products already on the exhibition stand waiting for their dream visitor to walk by and place a massive order.

Sell a solution


Having an understanding of your customer, combined with ample knowledge of your shows and industry, will mean you can confidently begin the sales process with them, but how do you get this understanding of your customer?


It starts with asking questions. Ideally you want to understand everything about your customer’s needs, wants and desires. This way you can then make proper and informed recommendations that will help them achieve their objectives.


In exhibitions, this can mean the location of their stand or what sponsorship they should take. Once you have a proposal that meets all their objectives, closing the sale becomes easier. Sure the customer may still have concerns such as price, but these are typically easy to overcome if you present the product as the perfect solution for that specific customer’s needs and wants. By adapting your pitch to suit individual customers desires you are then selling a specific solution for them, known as solution selling.

Make genuine connections


People tend to know when they are being lied to, and if a customer works it out you are going to be blown out the water and will never close that sale.


A sales person needs to spend time being of genuine assistance to potential clients. I always find my exhibitors appreciate this genuine interest in their needs much more than any other sales tactic, or robotic sales pitches.


Your honesty will shine through the preconceived notions the exhibitor may have about both you as a sales person and the shows you’re selling. It also makes for a functional business relationship that could be profitable for years into the future and generate the best type of business and the business we all love…repeat business.


In my experience, one of the main things that sets a mediocre sales person apart from a great sales person is the ability to change and adapt their sales pitch and techniques depending on who they are selling to.


We all know different potential exhibitors will have different buying motives, so let’s remember our exhibitors are people too with different personalities. They aren’t all the same, so we shouldn’t treat them like they are and think a robotic sales pitch is going to work on everyone we sell to. We should adapt our sales techniques to suit our different customers.


So why not give these a go, if you don’t already. Stop being a robot. Become more adaptable and I will see you on the island.

Samuel Williams
Posted by Samuel Williams
PopularComments
Twitter Facebook Google+ LinkedIn

Related Stories

AEV publishes Size and Scale Index of Events

The Size and Scale Index of Events (SASiE) has published its latest report analysing the data collected over 2015 from the participating venues and organisers.

SMG Europe appointed operator of AECC

Aberdeen City Council has appointed venue operator SMG Europe to manage the existing Aberdeen Exhibition and Conference Centre (AECC) ahead of the move to its new purpose-built home in 2019.

And that’s a wrap!  

The EN Awards are over for another year. Awards were won, achievements were recognised and booze was drunk, not necessarily in that order.

Others on EN

Going all out

Going all out

Lee Moulson, regional head of sales at Cheltenham Racecourse and the South West region of The Jockey Club, says seeing a client’s beaming smile cannot be bettered.
In any event...

In any event...

In his regular column, David Chalmers, Cvent ’s senior marketing director – Europe, speculates on the fate of the large trade show.
Ticking all the boxes

Ticking all the boxes

Paul Edwards, operations director at deckle edge, examines the minefield that is health and safety.

Poken by GES

Most Read Stories

Fit for the 21st century

Fit for the 21st century

Andrew Harrison, ESSA director, says we should always fight to bring talent into the industry and encourage an appetite for success.
I'm a believer

I'm a believer

Sam Cande, group commercial director at Centaur Media, says no secret sales technique can compete with belief in a product.
Lourda Derry: Making the connection

Lourda Derry: Making the connection

Lourda Derry, director of Easyfairs UK addresses the science behind operations and the profile of our audiences.

Latest News

UFI and Explori sign three-year partnership

UFI and Explori sign three-year partnership

UFI, the Global Association of the Exhibition Industry, has signed a three-year research partnership deal with London based insight specialists, Explori.
Media 10 summer party gives back to the community

Media 10 summer party gives back to the community

On 30 June, local pensioners were invited to a morning of live entertainment and high tea put on by Media10, with a fundraising initiative supporting charity War Child and a rare Spitfire performance.
Major new event campus coming to Newcastle Gateshead

Major new event campus coming to Newcastle Gateshead

A new multi million pound, state-of-the-art entertainment arena, and conference and exhibition centre is set for the North East, as plans by Gateshead Council push forward.

Latest Features

Ripping up the rule book

Ripping up the rule book

Automechanika is a well-known global brand, so what happened when it launched in the UK?
On the road

On the road

Ed Vickery head of drpexhibition, discusses driveable, portable, and innovative exhibitions.
Standing out from the crowd

Standing out from the crowd

EN meets the industry’s stand designers, who are helping change the face of exhibitions around the globe.

Latest Galleries

East of England Arena and Events Centre open day

East of England Arena and Events Centre open day

Following a refurbishment, rebrand and £4.4m investment, the East of England Arena and Events centre opened to event professionals on 21 June to explains developments at the venue and provide an insight into future plans. Guests were also treated to a once in a lifetime experience in various classic cars and more unusual vehicles.
London Dungeon Lates

London Dungeon Lates

The London Dungeons has launched a unique nighttime experience with the theme of the seven deadly sins. The adults only tour includes seven themed food offerings and a range of themed drinks.
This Morning Live

This Morning Live

Tens of thousands of fans descended on the NEC on 18-21 May for This Morning Live, to see talent from ITVs award-winning daytime programme arrive in style.