Thursday, August 27, 2015

Trade Shows: IBM v Start-up

This fellow is ex-IBM sales, once the model for all serious sales professionals, indeed, Ross Perot was an ex-IBM top performer.  So when he talks of trade lead management, time to listen, here is his summary:
Here’s a paraphrasing of the 5 best practices:
  • Follow-up FAST
  • Focus on the most promising prospects
  • Do your homework before qualifying
  • Don’t rush the buyer
  • Squeeze more out of each show’s list

Now this is all good stuff if you are selling the known standard, the IBM computer.  We are not selling that, we are selling a market test, initially, of a new item.  So the differences are:

There will be no follow-up, sell on the spot or if not, find out why not.  (You can save the "no's" for later to make a sales approach again later IF you change your offer to respond to valid and reliable objections.  So any follow up will be delayed by design.

Everyone at the show should be buying, and the focus is on those who either place and order or offer reasons why not.  At the show you are quickly working through prospects to get feedback.  All encounters should be brief and focussed.

Do your homework on the buyer only after they reorder.

Rush the buyer.  "I came here to sell, why did you come to the trade show?"  They either place the order they need, or if not, why not?

The "yes, but no reorder" and "no's" can be reworked, but only if and when their collective response offers valid and reliable science upon which you might base change.

Passion gets you oriented, joy gets you going, and science gets you accomplishment.

Feel free to forward this by email to three of your friends.


Anonymous said...

"The Troubling Decline of Financial Independence in America

By financial independence, I don’t mean an inherited trust fund–I mean earning an independent living as a self-employed person. Sure, it’s nice if you chose the right parents and inherited a fortune. But even without the inherited fortune, financial independence via self-employment has always been an integral part of the American Dream."

Anonymous said...

Apparently Steve Jobs was more of a "big picture guy" rather than an actual computer guru, and who left the specifics to the technical experts:

I think this meshes with what John teaches: An entrepreneur does not have to be an actual expert on the fine details of their product, just have a good concept of an improvement, and leave the details to the designers and technical experts to bring the proposed new product into fruition.