SDI -Increase your ROI from international trade visits, missions and exhibitions - a short day programme for Business Managers

1.0 INTRODUCTION

If you are planning overseas trips to sell pro actively and market your products, this short session gives a real step forward and provides a refresher on international sales skills for business managers. The current market challenges in oil, gas and technology are well documented and the old saying ‘when the going gets tough, the tough get going’ has never been more true!! As an example, if you are going to the SDI pavilion at Offshore Energy show in Amsterdam in October or an Oil and Gas trade mission to Colombia or China later in the year, then this session will be of real benefit.

The day provides a range of practical ideas, tips and techniques that will help you to maximise the business opportunities at exhibitions, missions and events in your sector. It is designed for personnel with responsibility of building increased orders who may be attending Scottish Development International led missions, exhibitions, etc in 2016, 2017 and onwards.

Any event provides a series small time slots of opportunity that have to be grasped quickly,such meetings often starting the sales pipeline for future orders. Opportunities arise at networking events, receptions visits, exhibitions etc., places where buyers are looking for innovative and reliablesuppliers. Events allow you concentrated time to speak with lots of your target market ----at a time when they are open to speak with you!!.

2.0 OUTLINE PROGRAMME

  • Setting the scene for mission and exhibitions;
  • Sales pipeline - Sales ladder – a template for interaction at exhibitions, 1 to 1 situations, networking receptions etc –
  • 4 stages of an event–This will include a section on - planning ahead, - pre publicity to buyers in international markets,- operating on stand at events, - follow up on contacts made.
  • Transformational sales, transactional sales – understanding the difference for experienced companies.
  • Culture and behaviours – culture quiz.

2.1 Exhibitions

  • Visitor objectives - Understanding visitor profiles and their likely objectives
  • Planning checklist – for shows and visits to ensure talking to the right contacts
  • Pre publicity - Database and invitations to key buyers, press activity in country etc;
  • Stopping customers - Opening lines to stop customers– tips to start conversations;
  • Qualifying prospects quickly - qualifying questions, obtaining visitor details, data capture techniques;
  • Key questions to ask - 2 way communication and building rapport;
  • Handling 2 people at one time - busy stands, quiet stands– being pro active - practical tips;
  • Key mouthwatering messages and sound bytes for your business in each target market;
  • Identifying Buying Signals – that the customer may give off;
  • Closing and Gaining commitment to the next stage – a Sale/Appointment– Discussion of different techniques – Positive staircase, assumption, alternative, command, suggestion;
  • Recording information correctly– scanning contact information on the stand;
  • Spending appropriate time with existing customers;
  • Dealing with the multiple DMU - dealing with timewasters;
  • Opportunities with other stand holders- building contacts with new people;
  • Follow up systems
  • Evaluation of effect – for future shows;

2.2. ‘1to 1’ meetings – agreed meetings – speed meetings etc

  • Structure of 1 to 1 meetings - pitch template –
  • Using the sales ladder/SPIN technique in these meetings;
  • Having your pitch ready at the drop of a hat – Practise;

2.3 Networking at trade receptions, semi social gatherings etc

  • Setting objectives & researching possible contacts ahead of visits;
  • Touch points and networking opportunities– ‘one to one’ meetings, formal presentations, Q&A at presentations, receptions and social functions, - the way to behave at each;
  • Making positive first impressions – tips/ techniques to build confidence, trust and credibility;
  • Key questions to open up and engage in conversation;
  • Having something to contribute - ways to creating interest and credibility;
  • Being generous of ideas – key soundbytes
  • Networking toolkit – suggested techniques at a number of events;

3.0 OUTCOME

We know from previous experience that the time investment in this refresher session increases confidence and ability and results in a greater number of quality leads.

Date Tuesday 30th August 2016

Venue Hilton Treetops Hotel, Springfield Road, Aberdeen

Timings 9 for 9.30 start finish 4.15pm

4.0 STYLE FOR THE DAY

This is an interactive and practical workshop with a blend of exercises, games etc, all designed to help in the quest for international sales. Our workshop leader, Russell Ferguson of has ‘hands on’ experience of working with companies at shows, events etc, so has very practical insights to assist you. He also has a varied and interesting teaching style which has worked well with oil, gas, subsea and technology companies in the past.