News: Performance Management
Sales training 'must teach exhibition technique'
07 April 2009
Sales training should educate staff on the best way to use exhibitions for their company's goals, an expert asserts.
Andy Preston writes in Sales and Marketing that many employees have limited experience of trade fairs and may not be achieving the best return-on-investment from them.
He suggests key mistakes these individuals make include failing to consider outcomes before the beginning of the event which can prevent sales teams targeting their efforts towards particular goals.
Another problem is using the company's stand as a place to make sales, as while trying to do this the client will potentially drift away.
Mr Preston comments: "Exhibitions should only be about the first part of your sales pipeline - meeting and qualifying your potential customer. Anything more and you're going to be losing business."
Lisa Berman, director of new business development at CGSM, recently told the news provider that sales training must highlight the important role of cross-selling opportunities.
