the September 2008 Issue in PDF Format - Trade Show Executive

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Instant Replay Economy in Retreat Means It’s Time for Sales Staffs to Charge Full Speed Ahead By Hil Anderson, senior editor Long Beach, CA – The downshifting of the U.S. economy means trade show organizers could see their sales force in danger of becoming bogged down in the same malaise that will be gripping their exhibitors and key attendees. And according to Helen Berman, a longtime consultant and coach for sales professionals, that means managers will have their hands full ensuring that sales staff have everything they need to keep their customers – and themselves – from falling into a funk as marketing budgets tighten. “A lot of us are scared and a lot of us Helen Berman are in denial,” Berman told the Southwest Chapter of the International Association of Exhibitions and Events (IAEE) July 22. “The next thing you have to do is to face reality and also get to the point where your colleagues do as well.” Reality will be different from show to show depending on what industry they serve, although higher costs for travel and stingier marketing budgets will likely have organizers across the board digging in for a rough ride. “How are you going to ride this rollercoaster by minimizing anything negative and at the same time taking advantage of anything new?,” Berman asked the crowd of nearly 70 IAEE members – many themselves in sales – who attended her presentation at the Long Beach Convention Center. Berman’s advice boiled down to the fact that just a few years ago, exhibitors may have signed up after a few phone calls. Now, they may have to be coaxed, cajoled and otherwise reeled in like a marlin on the run. Therefore, it is up to sales staffs to keep the clients engaged and lines of communication open over the long haul so that exhibitors don’t make the potentially disastrous mistake of deciding that a trade show won’t offer an adequate ROI next time around. Personal Playbook for Tough Times • Commit yourself to giving 100% to your job. Don’t let the idea that the economy is slow become an excuse for slowing down. “There is no magic bullet,” Berman said. “A lot of it is getting back to basics.” Make sure your sales staff maintains a consistent pace of phone calls to prospects. Have them keep a log of how many calls were made and how many times they got through to the decision maker. • Keep the lines of communication open. Berman suggested that sales people take on the role of “compassionate cheerleader” – someone who allows clients to cry on their shoulder while encouraging them to stay in the game and not become so discouraged they do something rash such as skip a trade show. “Don’t let your clients use a recession as an excuse to fail,” she said. • Don’t take rejection personally. Sales people are often their own breed of cat, psychologically. Those who revel in the euphoria of closing a big deal can tumble into despair when they hit a cold streak and their meeting quotas appear even more daunting. “Train them to stay on task, stay in the game, and don’t let your clients bench themselves,” said Berman. • Look to the future. Sometimes, you have to accept it when an exhibitor downsizes. “At least they are still on board and recognize that your show is a positive investment,” she said. When the economy improves, these clients may increase their spending. “It’s not an ‘all-or-nothing’ game,” Berman said. Buying Decisions Continue in Economic Downturn Sales consultant and coach Helen Berman advised attendees at the IAEE Southwest Chapter meeting on July 22 to be mindful that in a recession, key buyers will still make buying decisions despite the slow economy and tighter budgets. Berman sourced findings from independent surveys by BtoB magazine and Yankelovich/Harris to illustrate her point that sales dollars are potentially still available, even if not plentiful: • BtoB found 70% of marketers indicate they will either hold or increase their marketing budgets during 2008 despite concerns about a recession. • As of February, 58.3% still had not revised their budgets; 12.3% revised up; and only 29.4% revised down. • The Yankelovich/Harris survey stated that even in a down economy: - 97% of executives agree with the statement that it is “important to continue to invest to remain competitive in the future.” - Over 85% believe advertising (marketing) during that time is crucial. - 99% agree on the importance of keeping abreast of new products and services. - 95% maintain a high interest in investing in and learning those new products. Continued on page 18 16 September 2008 Trade Show Executive www.TradeShowExecutive.com
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