Heres the scene. Youre at the trade show, having a discrete "Sales Call" conversation with a visitor. Things are going well until he says something like...

* So who else uses this upgrade?

* You mentioned Big Foot, Inc. as a client. Who can I contact there?

* Im not sure its worth the extra money to us. Got any examples of real savings?

* Were heavily invested in one of your competitors and I cant see junking everything weve already done even though we have problems with that system. You say the transition would be smooth. How do I know?

YIKES. There you are with great sales resistance, which you could overcome if you knew what to do. This fellow is asking for you to give up client info and you dont know what your client will say.

FOUR PROBLEMS

1. A trade show is a job interview for your COMPANY. Just as you are prepared when you go on a job search past history, skills, recommendations so, too, do people who are looking to hire a firm want to be reassured about the history, skills and recommendations related to your company.

2. Few people will directly ask you for a list of recommendations for your company. The essence will be in general conversation. Youve got to be sharp and listen for opportunities to bring up recommendations. You cant fumble this youve got to be smooth.

3. Your personal recollections may be great but they are personal. You may be a great salesperson but its still you. They want broader, and more distant, assurances.

4. Now youre thinking If I give him Sams name at Big Foot, what will Sam say? Even if you call Sam in advance, you cant control the conversation. Or Sam, either by preference or company policy, may not be able to say anything.

FOUR SOLUTIONS

1. Know in advance the clients you can talk about and those you cannot. Understand there are reasons you cant security, proprietary product or an agreement with client. No one and no company wants to be gossip fodder. Have true stories everyone agrees upon. Rehearse and do not embellish. Do not make yourself the hero. Buyers write the check to the company, not you.

2. Interview your clients before the show. You want current recommendations. People change jobs and titles. Maybe Sam was happy in the beginning but not now. Ask for comments. Ask Sam if he can be contacted on a particular topic only. Have this information available either at the show or for follow-up.

3. If you have a sophisticated web site, you could add audio or video clips. Make them short, impactful and change them often. Your clients have egos. It makes small companies look smart; big companies look smart.

4. You have to listen very carefully and get to the heart of the resistance or query. Is it really dollars or is an assurance needed that it will be a good value? Is ego in the way of a sale? Is this a new-broom manager or is there a real need to upgrade or change? Is this a disgruntled client?

Your clients want to see you do well, and most are happy to help you.

Julia O'Connor

In one way or another, Julia has always been in sales. From the time her mortified mother found out that, as an enterprising 5-year-old, she was peddling homemade pot holders to the neighbors, to her current expertise in trade show marketing, she has been interested in results. And in order to get the results she wants, she will guide, train and teach.

Her careers range from public and professional education design, to freelance advertising-public relations, to real estate investment portfolio management.

Since 1982, Julia has been working with clients in trade show marketing. And, when she asked clients, "why are you going to that show?", she found most did not know. Time to teach.

After years of informal instruction, Trade Show Training was incorporated to provide structured training ranging from trade show basics to the ergonomics of exhibit design. She designed Camp Sho-M-Sel-M to improve sales staff performance in the trade show environment.

She holds degrees from The University of Georgia in Advertising, an MA in Mass Communications from The University of Iowa, and an Indiana University MBA in Marketing. She is a frequent speaker on marketing, networking, entrepreneurship and trade shows.