Selling is Not Smart

Selling is Not Smart

I have done many sales courses over the years.  I have read many sales books, blogs and newsletters.  I have listened to many sales CD's and tapes.  I have come to the conclusion that Selling is Not Smart.

What I mean by that is that there is no super smart magic special formula, sentence, statement, or approach that is guaranteed to work every time.  There is no secret that you are missing and the super stars know.

The foundation of sales is this.  

How can you solve your customer's problem?  

To get to ask this question you need to build rapport in a way that is comfortable to you and that doesn't alienate your prospect.  Basically, be you and have a conversation. The best way to find out how is to practice having an engaging conversation and listen for the issue or problem they have.

Practice on your partner, your kids, your friends, your work colleagues, your clients, your prospects and all of a sudden you will find that you are a legendary sales person - simply by finding out how to solve your customer's problems.

Like I said, selling is not smart, it's an effortless conversation.

Image: Clairity 

Where is the Best Place to Exhibit?

I am frequently asked, "What's the best place to exhibit?"

Sometimes this becomes, "What do you think of the XYZ show for me?".  Some of my boutique clients tell me that they have been exhibiting at certain markets and they are wondering if it is time to go to a big expo and which one they should go to first.

There are a couple of things to consider when you ask yourself these questions:

Where is your Target Market?
It may be the best show on earth, but if the people you sell to are not there it will quickly become the worst show for you.  That doesn't mean you have to stick to the theme of the show. A friend of mine has a Hummer Hire Limo service.  He exhibits at Sexpo because he targets Hens Parties and Bucks Parties.

So where will your target market be?  What show, expo or market place do they go to the most?

What are your Goals?
You need to consider your target market in line with your goals.  Maybe you are not after sales you are after brand awareness or looking for a joint venture.  What location will best serve that goal?  This is one of the reasons McDonalds love having an outlet in children's hospitals.  Their sales may not be massive there but it fits in with their goal of capturing their target market at an early age.

What are you trying to achieve?  What show, expo or market place will best help you achieve this?

Do the Numbers Add Up?
The costs investment to exhibit is different for different events.  Out of town adds travel, accommodation and meal costs.  Different size events have different booth costs. Staff levels will impact your costs.  Different locations impact on price points and bundles you may create or sell.  Cost per impression on your branding will be different depending on numbers and relevance of the visitor.

So do the numbers.  Is the return on objective and return on investment within the desired range?


I believe there is NO best place to exhibit. There are only places that fit within your defined requirements and those that don't. These three considerations will help you assess your next potential location to see if it fits your requirements.

Let me know if you need any help assessing it.

Warwick Merry
The Get More Guy
www.doubleyourreturn.com
www.warwickmerry.com