Five Tips to Increase Your DEMA Show Conversions and Sales

Written by William Cline

In order to improve sales conversions at B2B trade shows like DEMA, it is important to have a strategic approach that focuses on engaging prospects, building relationships, and effectively conveying your value proposition. Below are five effective ways to enhance sales at your booth:

1. Preparation is Crucial:

Prior to the DEMA show, it is essential to research attending companies and individuals to understand their needs, challenges, and pain points. This will enable you to customize your pitch and show how your product or service can solve their specific problems. Create a list of talking points and potential objections, and train your sales team to handle them effectively. The article even suggests role-playing to practice dealing with objections or problems.

2. Engage in Active Listening:

During conversations, it is important to actively listen to the prospect’s needs and concerns. Encourage them to share their challenges and goals, and ask open-ended questions to gather more information. This not only demonstrates that you care about their business but also helps tailor your responses to their specific situation. A helpful resource on active listening is “Never Split The Difference” by Chris Voss & Michael Kramer, written by a former FBI hostage negotiator.

3. Value-Based Storytelling:

The first 25 words of your pitch are crucial in grabbing your prospect’s attention. Craft compelling stories that illustrate how your product or service has positively impacted similar businesses. For example, “we have a retailer that switched to this widget, and it’s saving them $2,500/month in maintenance on their compressors.” Use real-world examples and case studies to demonstrate the value you provide. Storytelling is a powerful way to make your solution relatable and memorable, enabling prospects to envision how your offering can fit into their own business scenario. A recommended resource for giving story-based presentations is “Weekend Language” by Andy Craig & Dave Yewman, as mentioned in my previous article “The Value of Pre-Planning and Pre-Marketing for The DEMA Trade Show” (published 8/2/23 on Dive Newswire).

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