We’ve all heard of trade shows, and you may even frequent them for your business. But where do trade shows fall in the current world of inbound marketing? Have they grown with the changing times? And, more importantly, should your business be dedicating time to them?Read More
Trade Show Display Marketing Tips and Advice
Recently a client of mine was attending a trade show for a selected group who could use his services. It was not an audience that was his “bread and butter” but a crowd that could help him seriously expand certain areas of his business. As usual, he packed up his trade show display, business cards and brochure. But this year, he took something else along.Read More
A discount can help accelerate a slow-moving deal, create goodwill, and give you leverage for requesting concessions. But you’ll only reap these benefits by discounting strategically -- not whenever your prospect asks for one.Read More
Traditionally, the “marketing funnel” has been a guide for marketers to move their prospects along a continuum from awareness to consideration to preference to purchase and finally to brand loyalty. According to Forrester Research, the funnel is obsolete and the Customer Life Cycle that applies to today’s consumer is more like a circle of “continuous optimization,” which flows back and forth from discovering to exploring to buying to engaging with a brand.Read More
Planning out your trade show strategy for 2017 can be a huge task. You are driven by trying to drum up business for your sales team to close but they don't like going to trade show events and working the trade show display but they want the leads. How can salespeople and marketers get back on the same page? The answer lies in having crucial conversations around Sales' pain points and identifying content that can address these needs.Read More
On average, how many of your deals end in “no decision”? According to CSO Insight’s’ 2016 survey of 675 companies, 23.8% of forecast deals wind up in this category. There are several potential reasons for this outcome. First, an internal event beyond your control occurred at the prospect’s company: Your point of contact left her job, the company changed direction, there was an unexpected budget problem, and so on. Second, you didn’t create enough urgency. The prospect has a legitimate challenge, but you didn’t reveal the immediate and significant costs of inaction. Third, the prospect wasn’t a good fit. Your product didn’t answer all of their needs or add significant value to their life. Fourth, the prospect never intended to buy in the first place. Some prospects talk to salespeople knowing they’re not ready or in the right position to sign off on a purchase.
At the heart of every sale is a thorough fact-find. You’ll want to unearth the needs, the wants, and the desires of your prospect so you can present your products and solutions in a way that will be of benefit to them. And the only way that you can do this is to ask quality questions so you can really find out what their current situation is, what their requirements are, and what they are looking to achieve.Read More
Every salesperson knows the pain of “the ones that got away.” Think of the prospects you just couldn’t set meetings with or get to talk to at a trade show event in your booth, no matter how hard you tried. Consider those who never purchased your product or service -- even after you poured time and energy into making the sale. It’s easy to remember exactly who these prospects were. But do you know why they got away?
In sales, it can be difficult to recognize the mistakes you’re making. Asking would-be customers for their comments rarely results in honest, helpful feedback on your sales approach. Fortunately, most customers decide not to buy from a salesperson for the same few reasons. Chances are, you’ve lost sales -- and prospects -- due to one of them. It’s time to learn the five most common reasons why customers don’t buy from you. Once you understand the mistakes you’re making, you can finally start to dominate your competition in sales. Take a look:Read More
Why does strategic planning seem to be last on the to-do list for trade shows? Of course, planning for all the details involved in an exhibit is a given. But it is all too easy to fall into the trap of showing up at an event, hoping for the best. Based on sheer number of attendees, you will probably get a few leads. However, going to a show without strategic objectives in mind is not the best use of your marketing dollars and sales staff.Read More