SELLING AT EXHIBITIONS

Jordan Blake: Welcome back to the LSIB Learning Insights podcast. I'm Jordan Blake, and today we're diving into the world of exhibitions and trade shows. With me is Benjamin Holt, who's spent over 15 years mastering the art of selling at exhibitions. Benjamin, great to have you here.

Benjamin Holt: Thanks Jordan, really excited to be discussing this topic. It's such a crucial skill set in today's business landscape.

Jordan Blake: Absolutely. Now, for our listeners who are just starting their Level 3 Diploma in Sales, why is this unit on selling at exhibitions so important?

Benjamin Holt: Well Jordan, think about it this way - exhibitions are like speed dating for business. You've got this concentrated environment where potential customers come to you, but you're also competing with dozens, sometimes hundreds of other vendors. It's a unique challenge that requires specific skills.

Jordan Blake: That's a great analogy. So what would you say are the core concepts our listeners should focus on?

Benjamin Holt: I'd break it down into three key areas. First is pre-show preparation - that's your foundation. Second is engagement techniques during the event. And third is the crucial follow-up process that so many people get wrong.

Jordan Blake: Let's start with preparation. What does that actually look like?

Benjamin Holt: It's all about working smarter, not harder. Before the event, research the exhibition's audience profile. Set clear, measurable goals - are you there for lead generation? Brand awareness? Product launches? Then, design your stand around those objectives. I've seen too many companies show up with generic displays that don't speak to their specific goals.

Jordan Blake: That makes sense. What about during the actual event? What engagement techniques really work?

Benjamin Holt: The most successful exhibitors master the art of the open-ended question. Instead of "Can I help you?" try "What brings you to the show today?" It starts a conversation rather than a yes/no exchange. Also, remember that 80% of communication is non-verbal. Your body language needs to be open and inviting, not sitting behind a table scrolling through your phone.

Jordan Blake: I love that practical advice. Now, you mentioned follow-up as the third key area. Why is that so important?

Benjamin Holt: Here's a staggering statistic, Jordan - nearly 80% of leads generated at trade shows are never followed up on. That's like fishing with a net full of holes! The key is having a system in place before the show even starts. How will you categorize leads? What's your follow-up timeline? These decisions need to be made in advance.

Jordan Blake: That's a powerful insight. Can you share a memorable scenario where these principles really made a difference?

Benjamin Holt: Absolutely. I remember working with a client who was struggling at a major industry expo. They had a great product but weren't getting traction. We implemented a simple change - instead of having their sales team wait behind the counter, we positioned them in front of the stand with tablets. They'd approach people with "What's the biggest challenge you're facing with [industry problem] right now?" Leads increased by 300% that day.

Jordan Blake: That's incredible! What was the key takeaway from that experience?

Benjamin Holt: It's about being proactive rather than reactive. At exhibitions, you can't just wait for people to come to you. You need to create meaningful interactions that provide value, even if it's just a helpful conversation.

Jordan Blake: For our listeners who want to implement this, what's one practical takeaway they can use at their next exhibition?

Benjamin Holt: Here's something simple but powerful - the 10-second rule. When someone approaches your stand, give them 10 seconds of undivided attention before saying anything. Observe their body language, what they're looking at, how they're engaging with your display. That initial observation will tell you more than any scripted pitch ever could.

Jordan Blake: That's brilliant advice. Before we wrap up, any final thoughts for our sales students?

Benjamin Holt: Remember that every person walking past your stand is a potential opportunity, but they're also human beings with their own needs and challenges. The most successful exhibition sellers are the ones who focus on building relationships, not just making sales. Be genuinely curious, listen more than you talk, and always look for ways to add value.

Jordan Blake: Benjamin, this has been incredibly insightful. Thank you so much for sharing your expertise with us today.

Benjamin Holt: My pleasure, Jordan. Best of luck to all the LSIB students out there mastering the art of exhibition selling.

Jordan Blake: And to our listeners, that's all for this episode of the LSIB Learning Insights podcast. Keep learning, keep growing, and we'll see you next time.