Some salespeople who are top performers making field sales calls struggle to be productive working a trade show booth. Often, the things that make them great during field sales calls actually work against them during a trade show.

Why? Because the goals for a field sales call are very different than the goals for an interaction in a trade show booth.

During a field sales call, top performers build rapport quickly. They ask the customers to talk about their operation and the reason they have interest. I call it finding pain. “If there is no pain there can be no … Read the rest