I recently had a discussion with a sales manager from a local company regarding his disappointment with the results of a just completed trade show. He was concerned that his sales force may not be as good as he thought. As a group, they have a high ratio of closes to presentations in their normal sales environment, but in the trade show arena, they slipped badly. I assured him that he was not experiencing and unusual situation. I explained to him: Trade show selling is different!

In most selling situations, the seller and the prospect meet "one on one" in a controlled atmosphere. The seller has had an opportunity to gather background on the prospective company and the buyer. The appointment has usually been made in advance and both sides are prepared for the meeting. In the beginning, the usual pleasantries are exchanged and then it's down to business. The seller probes the buyer for needs and then proceeds to share with the buyer how his or her product or service can meet those needs or solve problems. This process can take anywhere from 15 minutes to hours. Hopefully the end result is both a happy buyer and seller. (That's the way it always works and the tapes!)

But trade show selling is different!

Contrast the scenario above to a typical trade show situation and you will see a much different picture: The seller is "on the line". He has only been prepared to the extent that he may think that everyone coming by his booth belongs to a certain industry. (In this example, we are talking about a closed, industry-specific show.) He has not had the opportunity to research his prospects because he doesn't know who they are, what they do, or if they have any interest in or need for his products. Most important, time is his enemy. There isn't time to get all the details.

The trade show seller has approximately 10 seconds to qualify the prospect and determine if they warrant more time or should be helped along the aisle to another booth. This is a very uncomfortable situation for most professional sales people. All of a sudden, the top producer can find himself out of the "comfort zone" and near panic.

There are ways to overcome this problem. It's called training... a nasty thought to some of the old-time sales people who know it all. But for those who want to reap full advantage of the opportunities presented by trade shows, it's a must.

Until you have the opportunity to start a training program, here are six questions to help you qualify buyers:

1. What is the nature of the prospect's business?

2. Do they influence the buying decision?

3. Is there a need for your product?

4. Is there an application for your product?

5. Is there a budget for your product?

6. Is there a time frame for the purchase?

Be sure you don't confuse need and application. They are not always the same. If you are selling gas furnaces, you may find there is a need for heat in the prospect's warehouse - however, if there is not gas service available, there is no application for your furnace.

Understanding your surroundings is key in any sales situation. Those who do and are prepared will reap the greatest benefits. Those who do not will probably fail.

If you are responsible for your company's sales program, make sure you have the right persons in the right place at the right time.

Remember: Trade show selling is different!