Quick Tips

Essentials of Exhibition Selling

There are four essential exhibition selling skills your salespeople need to know about.

1. Product knowledge. The primary reason visitors attend a show is to learn about “what’s new“ and to get detailed product/service information. They want to speak to knowledgeable staffers so that they can get their questions answered.

2. Competitive knowledge. It’s important to know and study the competition. Your visitors will expect you to know how your products compare with or differ from the competition’s.

3. Consultative selling. The basic skill here involves asking powerful and insightful questions that will either qualify or disqualify visitors. You want to ensure that you spend the right amount of time with the right people.

4. Getting rid of window-shoppers. Along with legitimate prospects, your stand will attract window-shoppers — people who are really not interested in buying. Your staffers need skills to move these people along gently and quickly.

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