Magazine & eMedia Publishing Professional & Social Network
Selling booths in an economic crisis Q&A
On January 21, EXPO magazine hosted its Webinar: Selling Booths in an Economic Crisis, with sales trainer, Helen Berman. With more than 450 people participating live, the questions came in so quickly we couldn’t keep up. Here, as promised, are the top unanswered questions, along with Helen’s responses. If you’ve got a good suggestion for any of these questions, please post it! The more interactive this is, the better!
To view the archived Webinar and hear responses to even more questions, cut and paste this link into your browser: https://event.on24.com/eventRegistration/prereg/register.jsp?client...
Q. Our last show wasn’t very successful, and now we’ve got the recession. How can I combat this?
A: You need to take an honest look at why your show suffered. Did you lose money? Can you sustain another lose? Have you damaged your reputation in the market? Was the market disinterested? Was it lack of exhibitors and/or attendees? Where the dates and locations well chosen? And most importantly, are you prepared and able to fix any and all of the above problems? If so, you’ll need to show exhibitors everything you’re planning to turn the event around as a part of your selling effort. It may take some face-to-face calls with key executives from your organization and theirs.
Q: How do I overcome exhibitors who are willing to pay the booth space, but still say “no” because they can’t afford all the other costs – the exhibit, freight, etc.?
A: So they’re willing to make the phone call, but they’re going to hang up before their prospect answers? Maybe they need to simplify their booth to lighten the direct costs. Maybe they’re just looking for a deal. Continue to sell the value of your show and the buyers who will attend. Focus on the data you have showing the quality of attendees at the last show and the buying that came about during and after the event.
Q: What’s your opinion on virtual trade shows as an auxiliary to your "face to face" events?
A: I think virtual trade shows can play a wonderful role for exhibitors and attendees, especially during this economic downturn. You want to create as many income-producing ways to keep the commerce flowing between buyers and sellers as you can.
Q: In this economy, when is a "no" really a "no?” It seems we get a lot of "no's" that are really, "let's see what happens over the next year.”
A: You will face some attrition this year. Look for other ways to keep exhibitors involved with your buyers/attendees and your company. Perhaps webinars -- a lower cost, fabulous option -- will appeal to some of your clients.
Q: What’s your opinion of using mass eblasts and/or mass faxes for selling booth space?
A: Take a look at your response rate including bounces and unsubscribes. It’s the word “mass” that gives me concern. See if you can break your list into product categories so you can customize the message. That said, e-mail is the fastest, least expensive method to communicate with large groups. Include some interesting content instead of a pure advertisement.
Q: When asked what the attendance is, do I give them a straight answer or embellish? If the number is too low, how do you get around that question?
A: Honesty is the best policy. You have to face the music—they know the tune anyway. Look at how you will improve the numbers for the next show – if, in fact, pure numbers are what your exhibitor is looking for. Remember in the Webinar when I talked about how shows accelerate the selling process for your exhibitor? If “establishing contact” is your exhibitors’ strongest need, then sell the numbers. But if “building preference” is where he needs help, talk to him about how your show can help in that area.
Q: Why is it when marketing budgets are cut, trade shows are the first to go? How do we change that way of thinking? Why not cut direct mail or advertising?
A: First, unless you’re tracking their exhibit schedule, be careful not to buy into this story. While trade shows offer lots of selling opportunity, the direct costs can be intimidating as compared to direct mail or advertising. As we discussed, however, nothing takes the place of face-to-face selling. Are they increasing their number of salespeople? Probably not. Sell the fact that shows give them an effective and efficient sales method.
Q: My most common objection right now is, “Why should I exhibit? No one’s buying anything right now.” What should I say?
A: Not everyone is “not buying anything right now.” Did they lose 100% of their business or does “anything” really mean 20%? Even if many people are holding back on spending, they may still be involved in the buying process—from consideration to decision.
Q: How can I make my boss understand that I can’t sell more booths this year?
A: Do a line-by-line audit of your clients and prospects. How much booth space did they take last year? What do you think you can do this year with each account? Do you have a 90%, 50%, 25% or no chance to close each account? Add your total 90-percents, 50-percents and so on. Take the document to management and discuss the numbers. Work together to come up with a sales plan and an honest forecast of what the market will yield this year.
Q: What can I package with a booth that won’t cost us much but will increase the value to an exhibitor?
A: There are countless things you can offer, from participating in a demonstration area, sponsorship of educational events, direct mail and e-mail programs, advertising in your show program, space in your virtual show, show follow-up postings on your website. Your creativity is your only limit!
Q: What do I say to an exhibitor who says he’s “changing to focus of his marketing campaign and going in a different direction?”
A: This vague statement is a common way of pushing salespeople away without engaging in conversation. If you have a good relationship, tell them you’re curious about the direction they’ve chosen. Does that mean they’re pulling out of your market? If this person won’t tell you anything, perhaps you have a relationship with someone else in the company who will tell you the truth. You need to get to the real objection.
If you would like to send a question directly to Helen, she can be reached at hberman@helenberman.com or 310-230-3899.
To view the archived Webinar and hear responses to even more questions, cut and paste this link into your browser: https://event.on24.com/eventRegistration/prereg/register.jsp?client...
Q. Our last show wasn’t very successful, and now we’ve got the recession. How can I combat this?
A: You need to take an honest look at why your show suffered. Did you lose money? Can you sustain another lose? Have you damaged your reputation in the market? Was the market disinterested? Was it lack of exhibitors and/or attendees? Where the dates and locations well chosen? And most importantly, are you prepared and able to fix any and all of the above problems? If so, you’ll need to show exhibitors everything you’re planning to turn the event around as a part of your selling effort. It may take some face-to-face calls with key executives from your organization and theirs.
Q: How do I overcome exhibitors who are willing to pay the booth space, but still say “no” because they can’t afford all the other costs – the exhibit, freight, etc.?
A: So they’re willing to make the phone call, but they’re going to hang up before their prospect answers? Maybe they need to simplify their booth to lighten the direct costs. Maybe they’re just looking for a deal. Continue to sell the value of your show and the buyers who will attend. Focus on the data you have showing the quality of attendees at the last show and the buying that came about during and after the event.
Q: What’s your opinion on virtual trade shows as an auxiliary to your "face to face" events?
A: I think virtual trade shows can play a wonderful role for exhibitors and attendees, especially during this economic downturn. You want to create as many income-producing ways to keep the commerce flowing between buyers and sellers as you can.
Q: In this economy, when is a "no" really a "no?” It seems we get a lot of "no's" that are really, "let's see what happens over the next year.”
A: You will face some attrition this year. Look for other ways to keep exhibitors involved with your buyers/attendees and your company. Perhaps webinars -- a lower cost, fabulous option -- will appeal to some of your clients.
Q: What’s your opinion of using mass eblasts and/or mass faxes for selling booth space?
A: Take a look at your response rate including bounces and unsubscribes. It’s the word “mass” that gives me concern. See if you can break your list into product categories so you can customize the message. That said, e-mail is the fastest, least expensive method to communicate with large groups. Include some interesting content instead of a pure advertisement.
Q: When asked what the attendance is, do I give them a straight answer or embellish? If the number is too low, how do you get around that question?
A: Honesty is the best policy. You have to face the music—they know the tune anyway. Look at how you will improve the numbers for the next show – if, in fact, pure numbers are what your exhibitor is looking for. Remember in the Webinar when I talked about how shows accelerate the selling process for your exhibitor? If “establishing contact” is your exhibitors’ strongest need, then sell the numbers. But if “building preference” is where he needs help, talk to him about how your show can help in that area.
Q: Why is it when marketing budgets are cut, trade shows are the first to go? How do we change that way of thinking? Why not cut direct mail or advertising?
A: First, unless you’re tracking their exhibit schedule, be careful not to buy into this story. While trade shows offer lots of selling opportunity, the direct costs can be intimidating as compared to direct mail or advertising. As we discussed, however, nothing takes the place of face-to-face selling. Are they increasing their number of salespeople? Probably not. Sell the fact that shows give them an effective and efficient sales method.
Q: My most common objection right now is, “Why should I exhibit? No one’s buying anything right now.” What should I say?
A: Not everyone is “not buying anything right now.” Did they lose 100% of their business or does “anything” really mean 20%? Even if many people are holding back on spending, they may still be involved in the buying process—from consideration to decision.
Q: How can I make my boss understand that I can’t sell more booths this year?
A: Do a line-by-line audit of your clients and prospects. How much booth space did they take last year? What do you think you can do this year with each account? Do you have a 90%, 50%, 25% or no chance to close each account? Add your total 90-percents, 50-percents and so on. Take the document to management and discuss the numbers. Work together to come up with a sales plan and an honest forecast of what the market will yield this year.
Q: What can I package with a booth that won’t cost us much but will increase the value to an exhibitor?
A: There are countless things you can offer, from participating in a demonstration area, sponsorship of educational events, direct mail and e-mail programs, advertising in your show program, space in your virtual show, show follow-up postings on your website. Your creativity is your only limit!
Q: What do I say to an exhibitor who says he’s “changing to focus of his marketing campaign and going in a different direction?”
A: This vague statement is a common way of pushing salespeople away without engaging in conversation. If you have a good relationship, tell them you’re curious about the direction they’ve chosen. Does that mean they’re pulling out of your market? If this person won’t tell you anything, perhaps you have a relationship with someone else in the company who will tell you the truth. You need to get to the real objection.
If you would like to send a question directly to Helen, she can be reached at hberman@helenberman.com or 310-230-3899.
Sign in
Latest Activity
A group to discuss how mobile platforms will impact the distribution and consumption of content.
Group to discuss publishing, writing, editing, managing digital editions and share ideas, strategies, trouble shoot and anything else you can think of.
Thanks for the responses.
Groups
-
Digital Editions
145 members
-
Audience Development
233 members
-
Publishing Technology
171 members
-
Advertising Sales
241 members
-
Online Publishing Busi...
289 members
-
Women in Publishing
152 members
-
Media Entrepreneurs
80 members
-
Marketing
176 members
Help Us Grow
Please Invite your co-workers & friends to join your network. They'll automatically be added to your Friends List. Click Now
Member Search
Badge
Commercial Use Limitations: Use of any content features (blogs, forums, messaging, etc) for direct self-promotion, spamming, etc. will result in account termination. Profiles are for individuals only at this time, not companies. Profile headshots should not include company logos. Publishing/Media companies (non vendors) may create groups for their employees. Vendors see this post for more information.
© 2009 Created by FOLIO MediaPRO Team
