The Center for Exhibition Industry Research (CEIR) announced the release of Overcoming Non-Exhibitor Objections, the third report in its newest series providing insights from marketing leadership at organizations in North America.
Exhibit sales teams regularly run into barriers when making the case for exhibiting at their events. What are the most typical barriers? How do typical objections given by a show’s prospects stack up to these industry benchmarks? How does exhibit sales staff counter these objections? How can an event’s content be adjusted to turn more “Nos” to a “Yes”?
This short report on B2B trade shows provides industry benchmarks on these issues and ideas on how to address them.
“A surprise finding from this research is that a substantial percentage of marketing leadership at organizations not using the channel are open to considering the opportunity,” said CEIR Vice President of Research Nancy Drapeau, PRC. “The challenge is to make a compelling offer they value.”
“Overcoming prospect objections is an ongoing challenge,” noted CEIR CEO Cathy Breden, CMP, CAE. “This report identifies how to minimize objections through offering the right event content and deploying other tactics. It can also serve to launch a brainstorming session on refining event content and sales pitches that maximize sales conversions.”
To learn the full listing of typical reasons for not exhibiting and offers that can help turn a “No” into a “Yes”, download the report here.
In addition to sharing survey results, this report offers a listing of suggestions on how to address each objection. This matrix is offered for B2B exhibition management and exhibit sales teams to use as a starting place for brainstorming during strategic planning for an event to help refine event content that will overcome objections and a sharpened sales approach that enhances results.