So after the warmth of South Africa, the next stop was Dublin, after an overnight stop at Heathrow to pick up the video crew who would be with me for the rest of the week.
Dublin was pretty warm considering, a balmy 11 degrees that was pretty much T-shirt weather compared to London! And it was a short taxi ride from Dublin Airport, to the Croke Park Hotel, across the road from Croke Park itself, where the event was being held for the next couple of days.
It was the first event with a new concept, an 80/20 event, where most of the time, there would be a number of workshops running concurrently, with just an ‘opening’ and ‘closing’ piece each day with everyone together.
My workshop was 5 hours of ‘How To Sell More Sponsorship, Advertising and Exhibition Stands’. This is something I’ve delivered a number of times, for Event Organisers and their membership body in South Africa. Plus my experience helping leading sports clubs sell more sponsorship, advertising and hospitality deals.
Now, these tips will work whatever you are selling, not just for sponsorship, advertising and exhibition stands, so you can apply them to any country, any industry, and any situation – with a little ‘tweaking’ if necessary.
There HAS to be urgency present in every single buying situation. If urgency isn’t there on the side of the buyer, the salesperson HAS to create it. Without it, there is no impetus or momentum in the process, and that often results in the buyer ‘thinking about it’ – which usually means no sale!
For anyone to be interested in buying space at your exhibition, sponsoring your event (or part of it) or buying advertising in your magazine, show guide or digital package, there has to be a reason behind their interest.
It might be something personal to them (self interest), it might be something that their business can take advantage of (a PR opportunity, or associating themselves with your venue or show for example), or it could be they are desperate for sales leads!
Either way, if you find out what their specific interest is FIRST (instead of just ‘pitching’ your product or service at them without asking questions), you’ve got a far better chance of securing the business afterwards – often at higher rates!
One of my favourite sayings is ‘The Salesperson Should ALWAYS Be In Control Of The Sales Process’. Yet often they are not. Often they let the buyer take control of the situation, dictate what will happen next, and then find themselves chasing with endless follow ups that never seem to go anywhere!
The Stand-Out-Salesperson makes sure they are controlling and leading the sales process, and therefore they get the outcome that they want more often, and secure the sale. That’s what we all want to be aiming for!
Good luck with your future sales!
Are you interested in me speaking at your event, kickoff, roadshow or Sales Conference?
Or alternatively working with you or your team to overcome some of their problems with sales pipeline, managing their sales opportunities, cold calling and prospecting, or converting incoming leads?
Then please contact me here, or call +44 161 401 0142 to see how I can help you!