One of our fantastic editors, Amy Lorton, was recently at a massive trade show. As she was walking through the exhibit hall, something caught her attention. There was a stark difference between the vendors who were slammed and the vendors who had no traffic. The ones who were not busy were all sitting down.
I wonder what the thought process is behind this type of salesmanship. Maybe they don’t want to bug people. Maybe they’re afraid that if they stand up, they will be too intrusive. Maybe they think the only way to engage someone who hasn’t first engaged them is to act like a bad used car salesman. I really don’t know the reason, but I do get that their current sales plan isn’t working very well.
You don’t have to attack me as I walk by, but at least make me think you are interested in your product. When I see you sitting there waiting on me to come up to you, I figure what you have to sell can’t be that good. And possibly, that’s why nobody is at your booth. It’s because they figured it out, as well. Instead, get on your feet and make me believe you have something that I need.
As a salesperson, you have to realize that so much of your sale is relational. When our Financial Peace University team exhibits at a conference, they are constantly on their feet trying to engage the attendees walking by. They don’t run out into the aisle and attack them, but they make sure they are there to answer any question attendees have, as well as serve them anyway possible.
Some vendors believe that if people want to know about their product, they will come to them. Actually, the truth is that attendees at a large trade convention are roaming through the mass collection of wares wondering if anything is right for them. Show them how your product is the thing they need. Do it well, do it nicely, but stand up and do it!
Question: Who are you more likely to engage, someone sitting down or someone standing?