Reverse marketing on the trade show
The salesman acting like businessman
The reverse marketer on a trade show looks like a businessman, talks like a businessman and acts like a businessman. In reality he’s a salesman looking for prospects.
He walks up and down the aisle chatting up exhibitors. He poses questions at almost every booth as if he is interested in everything. However he is not as his only goal is selling, not buying.
The skills of the reverse marketer
His skills are:
- To ask relevant questions relating the products of the exhibitor
- To manage getting a management level executive engaged into the conversation
- To turn the conversation into a sales pitch for the products or services he represents
- To obtain valuable contacts for progressing his sales cycle once back in the office
The challenges of the reverse marketer
His challenges are huge as he:
- Only has one shot at each company with a booth
- Needs to come up with very specific questions that requires the involvement of upper management to answer
- Has to generate enough interest in a very short amount of time
- Has to pick or present the solution matching the needs of the company
- Has to make the timely proposition during his sales pitch
- Must obtain a contact in order to continue his sales cycle after the trade show
- Has a limited amount of time for each booth due to the high number of companies on the trade show floor
The reverse salesman is a top notch salesman.
Have you been a reverse marketer on a trade show?
Do you have any reverse marketing tips?
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