Working a trade show for commercial auto can be a very lucrative event regarding both appointments and sales. Most dealerships feel like they have to buy a booth in order to make it worthwhile, but nothing could be further from the truth.  Here is why:

• Your best customers are other businesses. Guess what? They are working the other booths!
• Most of the people walking around are consumers, which is not our primary target.
• It only takes one person to go from booth to booth.
• It only costs the price of admission, if there is one.

One day walking the booths at a trade show or other business event is like five days of sales calls! Here is a short guide to working the show, including the word track.

1.  Be casual and friendly and whatever you do, don’t try to sell a truck! You are selling “networking” with the other vendors.

2.  Be confident in a professional way. If you know your word track, you will have confidence.

3.  Make sure you get everyone’s business card, and more importantly, either get an appointment with the main person at each booth, or get the right to set up a meeting or drop by their business.

Word Track

(You) “Hi my name is _______________ and it looks like we have a lot in common!”

(Prospect) “Really?”

(You) “We are most likely both selling products and services to the same people.”

(Prospect) “I guess you’re right!

(You) “We have a networking program that might be able to help you grow your business.”

(Prospecting) “How does it work?”

(You) “Well, first of all it’s free. I make no less than 50 outside sales calls every month on businesses that most likely have a need for your service. My job is to make sure there is a match.”

(Prospect) “It sounds simple! Could you give me more details?”

(You) “Sure, but first let me ask you a question. Who is your ideal customer?”

(Prospect) “Mainly businesses with 50 plus employees.”

(You) I would love to sit down with you over coffee and learn more about your business and how I might be able to support you through our networking program. It would also give you the opportunity to learn about my company and what we do to help the community. What does your schedule look like next week?”

(Prospect)  “I have Wednesday open early in the afternoon.”

(You)  “2:15?”

(Prospect)  “That works, see you there?”

(You)  “Thanks for your card and I will send you some information through the mail.”

This is very much how the conversation goes. Even if it is a breakfast meeting, it will mirror most of this conversation. Remember, be yourself, have fun and slow down! There will be plenty of time to sell! I live by a simple motto… ”Questions rule the world.” If you are talking, you are losing; if you are asking questions, you are gaining information and winning! People love to talk about themselves and what is important to them. What a simple way to build a new relationship, gain important information, and get an appointment!

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