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Our top 9 tips for increasing exhibition sales

Exhibiting can be a goldmine when it comes to sales. It’s an opportunity to get face-to-face with potential customers and put your business on the map. So, how do you ensure that you’re generating positive return on an exhibiting investment and increasing the number of sales that you make?

  • Create your stand carefully. In an exhibiting environment you’re going to be present with all your competitors so it’s important that your stand design really makes an impact. Only 20% of banner designs feature a call to action (CTA) so you can distinguish yours by including this. Make sure you keep your messaging clear and simple, don’t clutter the design and focus on that all important CTA.
  • Set your goals. In particular, focus on what it is that you’re hoping to achieve from the exhibition when it comes to ROI. Be realistic about this and be sure to factor in all the costs that have been involved, from transport to banners.
  • Activate your team to achieve more on the day. Do your staff know how to convert visitors? Have you made sure they understand the dos and don’ts on the day (e.g. put your phone away)? The people that you take with you can be your biggest asset if you give them the tools to convert more.
  • Make sure they have all the right knowledge. Crucially, staff should be able to answer any questions put to them about the business and also the products and services that you’re selling. Are they ready to answer questions about USP, brand history, objectives and benefits?
  • Find ways to keep everyone motivated. Motivated staff want to be there and are keen to open prospects’ eyes to the benefits of your products and your brand. Setting goals for staff, offering prizes and making sure they get regular breaks can help to ensure that the people representing your brand make the right impression.
  • Aim to attract attention – but avoid gimmicks. Anything that you include on your stand on the day as a way to engage visitors should also be something that your staff can use as a conversion tool. That may mean thinking in advance about the best methods to show off products in a way that will enable sales too.
  • Avoid the hard sell. Not everyone will be the right match for what you’re offering and bullying people into a sale on the day could leave a sour taste in the mouth for everyone involved. Instead, ask questions and listen to comments on need or expectations – look for ways in which your offering matches up with this as opposed to just listing all the generic benefits.
  • Be open and respectful to everyone. If you’re just targeting senior staff you might miss out on the opportunities that someone else could present for making sales. Treat everyone the same and be open, friendly and approachable to all. Follow up with everyone too – research shows that up to 50% of sales are won by the vendor who is first to respond after an exhibition.
  • Don’t leave early. If you want to maximise the potential for sales then that means staying until close.

These are some of the simplest steps you can take to increase your exhibition sales. Find out more by booking onto our Selling Skills for Exhibitions

In-House Training with PTP

PTP stands for Practical Training for Professionals and our aim is to make our training as practical as possible so delegates can return to the workplace with skills they can implement immediately. PTP now delivers training to over 40% of the FTSE 100.

What you get for your money

What is 1-to-1 training?

1-to-1 training can be based on any of the 100 plus courses that PTP provides, it includes an initial telephone conference of up to 1 hour, a 1/2 day (3.5 hours) on-site one to one training session at your premises with one of PTP's expert trainers and then a further telephone conference call of up to an hour within 2 weeks of the on-site visit.

You have the option of a line manager being involved in both telephone conferences, the second telephone conference which can be for feedback and action planning is generally scheduled during the on-site visit.

Who does 1-to-1 training suit?

Individuals taking on a new challenge or responsibilities. Professionals who want a trusted "sounding board" and thinking partner. Executives or managers who want to enhance their leadership effectiveness to achieve organizational and career success. Executives and professionals wanting to compete successfully but still retain balance in their life. Individuals who want to understand their blind spots so that they don't stand in their own way on their path to success. Executives and Professionals who want to improve their interpersonal skills so as to be more effective with bosses, peers, subordinates, or people in general. How much does 1-to-1 training cost?

A 1-to-1 training session costs from as little as £400 + VAT and will include an initial telephone conference of up to 1 hour, a 1/2 day (3.5 hours) on-site training at your premises and then a further telephone conference call of up to an hour within 2 weeks of the on-site visit.

What is U-Choose?

Choose from any of the 150 plus courses that PTP provides, and choose from 1 of our 50 plus UK wide training venues. You must book for 2 or more delegates and at least 4 weeks in advance, but that’s it, the course you want where you want it. The reason we ask for a minimum of 4 weeks notice is to enable us to market the course you have scheduled to other companies and organisations. However, if we fail to sell any additional places we guarantee to run the course just for you.

How much does U-Choose Training cost?

U-choose costs the same as our normal open courses i.e. the normal delegate rate. This includes lunch and refreshments throughout the day, framed certification and comprehensive training notes. A U-Choose booking can only be confirmed once we receive payment which can be made via credit/debit card, BACS or cheque. Payment is due at least 4 weeks before the date you request. Please note to be eligible for U-Choose you must book a minimum of 2 delegates on the same course & date.