It’s a myth that only extroverts can succeed at trade shows, however. Introverts may operate differently, but there’s no reason they can’t do well on exhibition day. Here are six tips for introverts on the trade show floor—and how to deliver the performance of a lifetime.
Look at sales differently. Sometimes the trouble is that introverts aren’t comfortable selling. Many people feel there’s something a bit smarmy about selling; they think of selling as basically pushing an unneeded or unwanted product on someone. But successful salespeople look at it a little differently. In sales, the last thing you want to do is try to sell your product to someone who doesn’t need it. And to people who do need it, your sales pitch is actually a service. You’re telling them about something that can improve their business or make their lives easier. Think of what you’re doing not as selling, but as educating.
Know your product inside-out. One of the most important things you can do in preparation for the show is to make sure you know your stuff. What are the features and benefits of the product you’re selling? How does it compare with similar products on the market? How does it work and what is your manufacturing process? These are all things knowledgeable prospects might ask you on the trade show floor. If you have your answers prepared, you may feel more comfortable.
Know your market. It’s equally important to know exactly who buys your product and why they buy it—this will help you distinguish a likely prospect from someone who may not want or need what you’re selling. What does your product do, exactly? Who needs something like that? What problems do your customers have that your product solves for them? What are their “hot button” issues? What do they consider important when choosing to buy a product like yours? Know who your customers are and what they’re looking for, and you’ll have a better idea of how to approach them and what to say.
Know what you’re going to say. Introverts may have a fear of getting tongue-tied and sounding less than smooth when talking to prospects. Extroverts may be able to talk easily about any topic with little preparation, but introverts may need to plan a little more carefully.
Write out a “script” for yourself in preparation for your trade show. Write out a few choices for opening lines, responses to common questions people have about your product, and the basic talking points you should cover when discussing it. Run them by some colleagues to make sure they work well, and then memorize them. Bear in mind that you shouldn’t speak only in canned, memorized sentences on the day of the exhibition—but you should know your “lines” well enough to be able to recall them easily when you’re feeling tongue-tied.
Practice, practice, practice. An extrovert may be able to dive right in without worrying about practice, but an introvert may need to get used to the idea of talking to people in a trade show environment. To get more comfortable talking about your product, enlist your spouse, your friends, your coworkers, or your family to be your “prospects.” Practice approaching them, listen to their questions about your product, and give your best answers. The more practice you do beforehand, the less strange it will feel to approach prospects on the trade show floor.
Know your strengths. Just because you don’t feel comfortable talking in large groups doesn’t mean you can’t be a great salesperson. Introverts are often excellent listeners, and they tend to do particularly well in one-on-one situations. There’s plenty of need for that kind of talent at a trade show. If a priority prospect comes to your booth—someone in a position to place a very large order with your company—you’ll want to talk to her one-on-one. If you’re nervous in front of groups but feel perfectly comfortable talking to people individually, you might want to ask your partner—if you have one—to do most of the “group work” while you handle the priority prospects.
Don’t let an introverted personality hold you back from success at a trade show. As an introvert, you may have to do a little more preparation and planning to feel comfortable working the booth—but that doesn’t mean it’s impossible. Know your “script” cold, practice until it feels natural, and learn to look at sales a little differently—and you’re sure to see improvement.
About the author
Graham Green works for http://www.justdisplays.co.uk a UK supplier of exhibition supplies. For more information on banner stands visit: http://www.justdisplays.co.uk/banner-stands.asp
