Direct Sales Strategy Examples: Tech Company at Trade Show

Check out Direct Sales Strategy Plan: A Beginner’s Guide for a closer look at each of these steps!

Successful direct sales strategy can be broken down into 5 EASY STEPS:

  • Icebreaker
  • Quick Intro
  • Lead Interview
  • Next Steps
  • Disengagement

Imagine you are representing a new company called ‘Newbie’.

‘Newbie’ is a company is selling online course management software, like Udemy. Take a look at the direct sales strategy example script below to watch ‘Newbie’ have a successful sales conversation using the 5 easy steps!

Continue below to see Newbie’s direct sales strategy example script.
Or.. Watch Newbie’s Conversation as a Free Lesson Preview on Udemy!

Find it under 5 Easy Steps to a Successful Sales Conversation (Overview) > Role Playing: ‘Newbie’


Direct Sales Strategy Examples Tech Company

Direct Sales Strategy Examples: Icebreaker

Newbie: “Hi! What organization are you at the show with today?”

Newbie (the vendor) uses an open-ended question that starts with “What” to talk to a woman passing by (now known as “Lead”). Great Icebreakers use open-ended questions!

Lead: “Me? Oh, I’m with Itty Bitty College in Oregon.”

Newbie’s great icebreaker made the Lead pause and stop long enough to answer. Why? Open ended icebreakers demand more than a yes or no reply.

Direct Sales Strategy Examples: Quick Intro

Newbie: “I’m Tina and I’m here with Newbie. We’re demo-ing our new online Course Management Software. What do you do at Itty Bitty College?”

Newbie gives a Quick Intro— in 2 short sentences she gives her name, the company she is with and says what she is doing at this trade show. This keeps the conversation going. Then, Newbie launches right into a Lead Interview question. She asks Lead what about her responsibilities at Itty Bitty College. This helps Newbie learn if Lead has any authority to purchase the software product Newbie is selling.

Direct Sales Strategy Examples: Lead Interview

Lead: “I’m head of IT… [looking around at booth?] new course management software huh? Do you install on our servers or what?”

Lead tells Newbie she is head of IT– interesting! Lead then asks Newbie a question about the product.

Newbie: “Newbie’s solutions are actually hosted online by us. We’re ideal for colleges that don’t want the hassle of hosting or managing the software themselves.

If you don’t mind me asking, what software does Itty Bitty College currently use to manage its courses?”

Newbie gives a short and relevant answer to Lead’s question about the product she is selling. Instead of launching into a long pitch about all the great features her product has to offer, Newbie gets back to the Lead Interview. She asks a question to find out if this Lead has a need for her product.

Lead: “Eh, right now nothing. I’ve been pushing for moving things online for some time now. The boss thinks putting the course management online would cost too much.”

Interesting! Lead has interest in Newbie’s type of product, however she is not the decisionmaker. It seems ‘the boss’ is. Cost seems to be an issue for ‘the boss.’

Newbie: “Well, one of the advantages of a hosted solution like Newbie is that it is much more cost-effective. Pricing for a college with under 1000 students usually starts around $2500–”

Again, Newbie addresses the cost issue to see Lead’s school can afford her product.

Lead: “Hmm, the last quote we saw was around $10k. However, we’ve got 2000 students.”

Direct Sales Strategy Examples: Next Steps

Newbie: “Is your boss at the show? Our CEO will be giving an in-booth presentation today at 3PM discussing why Newbie’s hosted solution is perfect for colleges like yours. Can I sign the two of you up?”

Newbie knows now that the woman may have some purchasing input, but is not a decisionmaker at her school. Newbie’s next step is to try to get this ‘ally’ to introduce her to the real decisionmaker: ‘the boss.’ She proposes an appropriate Next Step: Ask this head of IT to bring Boss back for an in-booth presentation.

Lead: “Yeah, I’ll see her later. You can sign me up for now, and I’ll ask her if she wants to come with. I’d like to take a look at your system, but I’m meeting some folks for lunch.”

Newbie: “Do you have a business card? I’d be happy to email you a link to our free web demo and maybe drop a few brochures in the mail about our small college solutions…”

Newbie asks for contact information and proposes a few additional Next Steps that involve follow-up after the show. Always ask for contact information if there is any chance you’ve spoken to a good lead.

Lead: “Yeah, that’d be great” (hands card).

Direct Sales Strategy Examples: Disengagement

Newbie: “Ok. Hope to see you and your boss back here at 3PM. Enjoy your lunch!”

In this article, we’ve seen an imaginary company called ‘Newbie’ have a successful sales conversation with a trade show lead.

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Or, take the entire Direct Sales Training Course! Learn to sell like a pro at..

  • trade shows and trade fairs
  • direct sales exhibits
  • direct sales events
  • festivals, fairs, home shows, farmer’s markets
  • booths, stands, pop-up stores and shops and more

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