Your sales leads database is the key to post-expo sales success. Neil explains how you need to define whether your goal is to gain a short-term sale, or to build a long-term relationship. He also shares some strong views about keeping your sales team out of the ‘chasing’ game in the post-expo period. Other areas covered are how to plan and practice your team’s sales approach with different types of clients, and the importance of managing your numbers through a dashboard report.
Managing your stress during an expo is the difference between feeling like you’re running non-stop and enjoying your expo, knowing you have solid systems in place. Neil discusses the importance of having a great lead capture system, the various ones he’s used, as well as some of the big mistakes he’s seen companies make at expos. He also introduces the concept of a bridging strategy, that’s designed to seamlessly turn your expo time into real sales, post-expo.
This episode challenges the basic beliefs of a salesperson. Many of us have experienced the salesperson who believes that it’s their job to engage the prospect or buyer. It’s not. Neil explains his belief that it’s his job to conduct himself in a way where people want to engage him – which makes a big difference to the sales conversations he shares. He also doesn’t like to sell until he’s asked, and he shares with you why and how. Finally, he discusses how to adjust your conversations to suit different grades of salons and clinics.
How do some exhibitors adjust their USP conversations for different clients and exactly what are the various types of expo experiences you can create? Neil identifies three different types of exhibitors and shares different learning experiences that he’s had over the years. Expos are filled with exhibitors, each using various methods to impart their USP information – Neil explains the three layers of imparting information and identifies the most successful approach to use at expos. From now on, you’ll never forget that not everyone needs to know everything to buy.
Neil starts the Expo journey by sharing some of his personal Hair and Beauty trade show encounters and a powerful learning experience, from one of the world’s top brands. A lot of companies claim that expos are different these days – they’re no longer about selling – but that’s not always the case. Neil talks about the exhibitors who do best and what they do to ensure they build a successful trade show, right from the start. Want a hint? Having clarity around your purpose, is the key.