This course is designed to give you the skills needed to maximise your exhibition revenue — from understanding the exhibition value proposition to getting past the gatekeeper and closing the deal. It will examine how you can build a persuasive case and overcome objections even in the hardest markets. It is designed to give you the techniques you need to build long lasting profitable relationships with your exhibitions.

Course outline:

Understanding why clients exhibit

+ the exhibition value proposition

+ managing the exhibition sales cycle

Identifying new exhibitor prospects

+ mapping different exhibitor types and their decision making process

+ creative sources for identifying new prospects and leads

Top tips for getting past the gate keeper

+ knowing when to call

+ new ideas for managing the gate keeper

+ refine telesales techniques

Opening your sales pitch confidently and engaging the contact

+ recognising the reasons for buyer resistance and strategies to overcome them

+ establishing yours and the exhibition credibility

+ building a customer focused agenda

Building a persuasive case for exhibiting

+ articulating the value of exhibiting

+ matching the exhibition with customer needs

Overcoming objections to exhibiting

+ classic objections and top tips to overcome them

+ the LIARS formula

Closing techniques to win the booking

+ proven methods for closing the booking and winning the booking

+ building strong on going relationships

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