Cold Calls at Trade ShowsWe like to do business with people and firms we know, or at
least have heard about – it gives us a feeling of comfort and
security.
What happens at a trade show? Is there such thing as a
true cold call?
I say No. And these are my five reasons I say so....
1. IT DEPENDS ON YOUR SIDE OF THE AISLE –
As an exhibitor, there will be people you have never met,
representing companies you do not know but – you are not
calling on them. The visitor has the control of the encounter
and approaches you. The cold call is TO you, not from you.
2. MOST VISITORS ARE FOCUSED –
They have a problem – immediate, perceived, anticipated or
just a dream. They are looking for a solution, and in most
cases, they are casing your company as a solution provider.
This means you need to listen carefully to strangers and
slot their concerns into your arsenal of answers.
3. MOST VISITORS KNOW YOUR COMPANY –
Maybe not intimately as a client, or even as prospect, but via
Internet research, industry gossip, publicity, conversations
with your clients,. Unless you are a brand-new venture with
absolutely no exposure, your name and reputation are out
there. Today, there is no privacy thanks to technology.
4. SELLING IS SELLING –
Does it really matter who starts the Sales Dance? Some
exhibitors insist on leading this cha-cha – which may turn
into a slow waltz when they don’t listen or acknowledge that
control of the conversation belongs to the visitor.
5. UNDERSTAND THE PROCESS –
At a trade show, the visitor is in charge. The visitor has
made these major decisions TO–
Spend the money, take the time to go the show
Read the Show Program, decide to visit certain
exhibitors
Actually attend the show
Walk down each aisle
Spot which exhibits – pre-selected or not - to visit
Stop at your exhibit
Engage in conversation, request follow-up
What happens after this is out of the control of the trade
show staff and moves to sales for follow-up. At which point,
it is certainly not a cold call.
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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. Contact her at
804-355-7800 or check the site
http://www.TradeShowTraining.com
