Five bad habits to break at Trade Shows

I just got back from a large trade show and I notice five bad habits that I think all vendors should break.

don't be late for a trade show1). Tardiness – if the trade show starts at 9:00 a.m., then make sure you get your ass there on time. The last thing you want to do is come to a booth late, and find a note from a potentially good prospect who writes that he may stop by later. We all know from experience that most prospects are not going to “stop by later” because they get busy visiting other booths, attending workshops…or meeting with your competitors!

2). Arrive early to set up your booth or tabletop display. I know. As much as we try to plan ahead, things happen. Your flight is delayed. Your hotel claims they don’t have your reservation. The taxi cab driver doesn’t know where the convention center is located. I get that. But try to get to the exhibit hall area ASAP. You never know what problems you are going to face, e.g., there are no chairs because your department didn’t know they had to rent them before the trade show, or there is no electricity because you didn’t know you had to purchase it for the booth, or the scanner you are renting isn’t working properly, etc. You get the drift.

I actually once worked for a company that required all salespeople to arrive one day in advance to set up the booth. However, I realize that some companies have tight budgets and depending on the location and flight availability, you may have to fly in the same day the trade show begins and quickly set things up a couple of hours before the doors open. I understand. Just do the best you can.

3). Don’t leave your leads out all night – I will sometimes arrive early to an exhibit hall to check out other exhibits and get ideas. This is especially true if I’m the only one managing the booth and I don’t have time during the day to walk around. I’m constantly surprised by the number of vendors who leave their leads out on the table all night long. Sure, we’re professionals. We don’t steal. But how can you be sure that some unscrupulous competitor isn’t going to come along and pinch your leads? This is especially true at large trade shows where there isn’t enough security. Either hide your leads in your booth (some trade shows rent locked cabinets) or take them to your hotel room.

BTW, the same goes for candy. I once left a candy bowl out on the display table and when I returned in the morning, most of my sweets were gone. So hide your candy too!

4). Don’t stand or sit like a statue – engage. It amazes me that companies will spend thousands of dollars sending salespeople to attend trade shows and they don’t engage with attendees. Instead, they sit on their butts working on their laptops (which only signals to prospects that are you too busy to be bothered) or read their own marketing literature that they should be handing out.

You need to engage.

That means if someone gives you eye contact or looks at your booth, you may ask them “does anything catch your eye?” or “have you heard of our company or product?” Hopefully, by asking those or other questions, attendees may approach your booth and you can engage them in a conversation to determine if they are good prospects or not.

engage with attendees at trade showsAlso, don’t trust that your booth display or tabletop will be enough to draw prospects to you. While your marketing department may do a good job developing interesting visuals, at the end of the day it’s up to you to bring home good leads. That means if someone walks by and starts avoiding eye contact with you, call them out by asking them a direct question. By doing so, they may come over and speak with you. This tactic is especially helpful at large trade shows of 100 plus vendors where attendees are overwhelmed, busy and tired. You have to think of attendees as cattle – you have to drive them home through the open range.

Attendees, like cattle, need direction.

5). Turn your frown upside down. I understand. Trade shows can be long and sometimes boring when walk-thru traffic is slow. You get tired. Your feet ache.

But put yourself in the place of the attendees – they are sometimes spending hours walking from booth to booth, listening to sales pitches, and having sales literature thrust among them.

The last thing an attendee wants to see is a sad or disappointed salesperson at a booth. So smile. Be enthusiastic. Show real interest. Be curious. Who knows, you may land a sale or two that could put you over the top when meeting quota.

There, you have it. Break those five bad habits and you should do well.

Now go sell!

Recommend: Enterprise Sales Meetup Events

networking eventsLet’s face it. With some professional Meetup events, you just don’t know if you’re wasting your time or not. With busy schedules and tough commutes, attending an evening event can require a major commitment on your part. After working 50 plus hours a week making sales calls, trying to meet your quota and handling customer problems, hauling your ass to attend a professional event is a lot to ask for. Sometimes the speakers turn out to be good and other times, well not so good. Then you kick yourself for wasting two hours attending an event when you could have been at home relaxing.

And don’t you just love those paid events where the speaker or speakers fall flat, and you are left wondering how you can get a refund.

If you are like me, you are constantly receiving email invites asking you to attend networking events. The problem we all face – what are the good events to attend?

Well, I have some good news for you. I’ve recently discovered a series of great events that I believe all salespeople should attend – it’s called the “Enterprise Sales Meetup.” (And yes, the events are free).

Based in New York, the meetup events are held in different cities, usually on a monthly basis. The most recent events have occurred in New York City, Boston, Brooklyn, Washington, D.C., Denver and San Francisco. I would encourage you to check out your local Meet-up calendar and see if one of the events will be in your city soon.

Enterprise Sales Meet-upThe events not only offer good networking opportunities, but you get to listen to some real sales pros. For example, I attended “Scaling High-Velocity Sales Teams” with Brian Zang in D.C. a few weeks ago. Mr. Zang, CRO of Ringio, participated in a question and answer session with Mark Birch, the Founder & Co-Organizer of Enterprise Sales Meetups. Topics range to how do you hire and manage salespeople, the challenges that all sales teams face, and tips to ramp up your sales. After the session, audience members were encouraged to ask questions. (I wanted to stay after the event was over and network more, but I had a long commute and an early scheduled sales call the next day).

Enterprise Sales Meetups have hosted many other sales professionals, including Trish Bertuzzi of the Bridge Group, Marc Jacobs, VP of Sales at Greenhouse, and Chad Burmeister, author of Sales Hack and Senior Director of Sales Development at RingCentral.

The Enterprise Sales Meetup site also includes a good selection of blogs, all written by Mr. Birch. His blog posts offer sound advice on a wide range of topics, including “Seven Tips for Cold Email Effectiveness, How to Reach Anyone,” and “The Perfect Sales Pitch.” His posts are on target and I would encourage you to regularly read them. (I have added a link to his blogs in my Other Blogs section for you to read).

Selling isn’t a lonely profession. There are others like you who are struggling to do their best and achieve their goals. So please, if an Enterprise Sales Meetup event is held in your city, I would encourage you to attend. You will not be disappointed.

Note: If you like my post, please check out my book – Advice for New Salespeople: Tips to Help your Sales Career.

Should you sign a Non-Compete Agreement? Part 2

In my previous post, I discussed what a non-compete agreement is. In this post, I will discuss my experiences with those agreements.

I’ve had several experiences in signing non-compete agreements. The first time I was asked to sign one was when I worked at a durable medical equipment company. What makes my case so unusual is that I was asked to sign the agreement after I had been employed with the company for about three years. This was done because a few weeks earlier, a senior salesperson had left our company to work for a competitor. He allegedly stole a hard copy of our customer list. There was no proof he took the document. However, based on that experience, our employer required each salesperson to sign the non-compete agreement even though most of us had been with the company for several years.

non-compete agreement for salespeopleThere was no formal announcement in advance that the entire sales staff would be required to sign this document. Instead, each of us met privately in an office with the owner, his wife and the sales manager. The non-compete agreement was presented to each salesperson. We read it, asked questions and if we agreed to the terms, we signed it. In exchange, we received financial compensation based on the number of years each of us had worked at the company. (Employees who are belatedly asked to sign a non-compete agreement are normally offered something of financial value, like a bonus or a raise).

Being naïve about such agreements, I immediately read and signed it because I wanted the money. However, some of my colleagues did not sign it so quickly. Some took copies to review but were given a specific deadline to make a decision. One of my friends had the foresight to have his attorney review the document. His attorney told him to sign it because the agreement was so vague and “full of holes” that it could not stand up in court. While that news gave me some relief, I now realize I should have been more cautious before signing the agreement. Like my friend, I should have sought legal advice.

A couple of years later, our company was sold to a large competitor. It was soon announced that the entire sales team would probably be laid off within a year or so after the acquisition. However, we were not required to sign a non-compete agreement before joining our new employer. About a year later, shortly before we were to be laid off, the HR department asked each salesperson to sign a non-compete agreement. This time, the entire sales team refused. Since we knew we were going to be laid off, it didn’t make sense for us to sign. Some of us (including me) were seriously considering working for a small competitor after we left, so we didn’t want to ruin our chances for future employment.

As we expected, the HR department backed down and did not force us to sign, since by that point it really had no leverage over us.

I did, in fact, go to work for a small competitor after being laid off. A few weeks after taking that job, I received a nasty letter from a lawyer representing the company that had bought out my previous employer. The letter stated that I was in violation of a non-compete agreement and that legal action would take place unless I immediately quit my new job. I called the attorney and argued that since the agreement was between my old employer and not the new owner (his client,) the agreement was not binding on me. Naturally, he argued differently. I stood my ground and refused to quit my new job. As I suspected, my old employer did not take legal action against me. I believe they didn’t sue me because they thought I would have little impact on their sales. In addition, nothing in the agreement stated that I must comply with the terms if my old employer was bought out or merged with another company.

I found out later that some employers will use threatening legal letters to try to intimidate and scare their old employees who work for competitors, but never follow through with any action. Why? Partly because of the legal expense involved are too high, or because the employer believes you will not have a major negative impact on his business. These employers are playing a game of chicken. They hope a threatening letter is enough to scare you away from a competitor. If you call their bluff, you may win. However, my advice is that if you receive a threatening letter from a previous employer, always see a lawyer.

The third time I was asked to sign a non-compete agreement was when my division at a mid-size publishing company was sold to a large competitor. Unlike the prior buy-out, I experienced, this time my new employer requested that I and everyone on the staff sign the non-compete agreement before being hired. The agreement listed several competitors we were not allowed to work for until a year after we had left the company. I signed the agreement because I had no plans to work for a competitor.

non-compete agreement for salespeopleWhile that agreement was better than the one I signed with the durable medical company, it still did not completely protect my employer. For example, two editors quit and went to work for a competitor that was not listed in the agreement. Three more editors quit and took jobs with a competitor had not been created before the buy-out.

Since then, I have signed two more non-compete agreements before formally being hired by a new employer. (In one rare case, I was actually asked to sign a non-compete agreement before being interviewed. But that agreement only applied to anything that my potential employer discussed with me during our interview. In return, my potential employer signed an agreement promising that he would not disclose that he interviewed me. This agreement was to protect me in case my current employer was snooping around to find out if I was interviewing for a new job).

From a sales point of view, are non-compete agreements fair? In my opinion, it depends on several factors. If you specialize in selling certain products and services, then you should be allowed to continue selling those products and services to other companies. This is especially true if you get laid off, fired or move away. While I understand the employer’s point of view about protecting his business, we all have to make a living. However, I’m strongly opposed to stealing your old employer’s trade secrets, customer lists or anything else that is considered proprietary. It’s just plain unethical and wrong. And if you have done your due diligence in advance, your employer’s competitor will have good products for you to sell, and enough resources to help you.

From my personal experience, I have heard of employers threatening legal action against a former employer, but I was not privy to the outcome or if they followed through on their threats.

If you do decide to work for a competitor even after signing a non-compete agreement, I strongly urge you to seek legal advice first. This could save you a lot of time, money and headache down the road. If your old employer suspects you have stolen trade secrets or client lists, he may sue not only you but your new employer as well.

So if you are confronted with the prospect of signing a non-compete agreement, always seek legal advice. If you feel uncomfortable signing the agreement, and you think you can find a job somewhere else without signing one, then go for it.

 

Should you sign a Non-Compete Agreement? Part 1

More companies than ever are requiring salespeople and other employees to sign non-compete agreements. Given the high turnover in many sales departments, and determination of competitors to steal good employees, this really shouldn’t come as a surprise. In addition, with so many mergers and acquisitions going on these days, employers are worried that salespeople are going to jump ship and steal their customer/prospect lists, confidential marketing plans, and other proprietary information.

signing a non-compete agreementBut first, what is a non-compete agreement? It is a contract between you and your employer. The agreement states that you will not work for a competitor within a certain length of time after you leave your employment. The time period can range anywhere from a few months to two years or longer, depending on your position and the type of company or industry you work in.

The agreement will probably include a clause that you cannot share client lists, trade secrets or other information that your employer considers to be confidential or proprietary. In some cases, the agreement may state that even if you are allowed to work for a competitor, you cannot solicit sales from your former customers or even from any customers of your old employer.

The agreement can be anywhere from a few paragraphs to several pages long.

The agreement’s purpose is to protect your employer from losing business to a competitor. From an employer’s point of view, he is investing time and money in you to sell his products and services. If you jump ship to join a competitor, not only is he losing you as an employee, but you could potentially bring his customers and trade secrets to his rival, and thus hurt his business.

Non-compete agreements are based on state law and vary from state to state. Some states don’t enforce non-compete agreements. Some courts may not enforce them, either.

blue pencil lawOther states may have “blue pencil” laws that give judges the authority to modify a non-compete agreement. For example, if an agreement states you cannot work for a competitor for three years, a judge may consider that time period unreasonable and reduce it to six months. Another example is that if the agreement states you cannot work in a specific industry, let’s say pharmaceuticals, a judge may find that is too broad and restrictive on your ability to find work. If an employer had specifically named competitors in the agreement before you signed it, you might have a more difficult time working with a specific competitor.

There is a lot of controversy about how legally binding non-compete agreements really are. I’m not an attorney. My suggestion is that if you are asked to sign an agreement, you should seek legal advice. However, if you delay in signing the agreement, your potential employer may become suspicious of your true intentions to work for him, and may withdraw your job offer. Still, you should be prepared to be asked to sign such an agreement if you decide to accept a job offer.

If you are lucky, you will receive the non-compete agreement along with other paperwork to complete before officially coming on board. If you don’t receive any paperwork in advance, I suggest that you contact your new employer’s HR department and request it. If they ask why you want the paperwork in advance, tell them that you want to save time by completing as much of it as possible before you start your new job. In most cases, the HR department will comply with your request and email the material to you. If you get a non-compete agreement in advance of starting your new job, which should give you enough time to have an attorney review the document and offer his advice.

To learn more about non-compete agreements in your state, please check out Beck Reed Riden (BRR)’s 50 State Non-compete Chart. It was posted on August 9, 2015

Heather Bussing also wrote an interesting article on “Is Your Non-Compete Agreement Enforceable?”

In my next post, I will discuss some of my personal experiences with non-compete agreements.

Note: Like my post? Please check out my book – Advice for New Salespeople: Tips to Help your Sales Career.

How to onboard a new salesperson

You finally did it.

After weeks or months of interviewing scores of candidates, you finally have a new salesperson coming onboard to join your team.

Congratulations.

Now what?

The next few weeks can make or break your diligent efforts of hiring a new salesperson.

Below are 5 tips on how to successfully onboard your new employee –

1). Have a clear agenda – Provide him with a written agenda of everything you hope to accomplish during the next two weeks. In fact, I would recommend emailing him your agenda before he starts to work for you. You can even provide him with a schedule. For example, during the first day introduce him to all the employees, take him out to lunch, ensure that his computer and phone are properly working, etc. Then on the second day train him on how to use your CRM (Customer Relationship Management) and other software on your computer, etc. Then on the third day start your sales and product training.

The goal is to give him enough structure so that he can ease into his new job without too much anxiety or stress.

training new salespeople2). Training – Train him well not only how to use the computer and phone system, and other office equipment, but also on your products and services. Provide him with written material or an online site he can read. You don’t want to overwhelm him. Take it in baby steps. Encourage him to ask questions. Maybe have him sit in on sales calls and webinars or online demos. Give him some homework (or better yet, give him material to read before he officially starts his new job). However, no matter how much training you do, it may take weeks or months before he completely understands your product line and sales practices. That’s OK. Take it one step at a time.

3). Find a mentor – as I mentioned in one of my previous blog (In Sales, should you use a Mentor?), a new salesperson should have a mentor. Since sales managers are usually busy with other tasks, having a mentor to lean on is a win-win situation for everyone.

4). Leads and Prospects – there should be as much transparency as possible when it comes to distributing leads and prospects. (Please see my blog post on Three ways to distribute leads to your Sales Teams ). You don’t want to spook a new salesperson if you come across as being secretive or underhanded. If you pursue that unhealthy path, the salesperson may not trust you and seek new employment.

backstabbers on sales teams5). Eliminate backstabbers – frankly, you shouldn’t have any backstabbers on your sales team, but anytime a new salesperson comes on board, the anxiety level among salespeople – especially senior ones – begins to rise. This is actually a normal reaction.  For most salespeople, the first question is this – “Will the new salesperson acquire any of my accounts or territories?” How you respond to that question and lead/account distribution, in general, will go a long way of determining whether your new salesperson has a long long future with you or not.  The key is to try to be as fair and transparent as possible. While no account or lead distribution process is ever perfect, hopefully once the new salesperson is settled in and everyone is still hitting or exceeding their quotas, fear among the sales team will begin to dissipate.

For more tips on onboarding new salespeople, please read –

“Top Ten Tips to Successful Onboard New Salespeople” by Merit Gest
“How to Onboard New Sales Hires” by Steli Efti

Hiring a new salesperson is just the beginning. Onboarding one takes time and patience. Hopefully, your investment will pay off.

10 Trade Show Etiquette Tips

Having attended several trade shows recently, I’ve noticed some bad manners on part of salespeople that I would like to address.

The following is a list of 10 etiquette tips –

1). Don’t sit or stand behind your tabletop display. Instead, stand next to it. This will ensure more openness and hopefully more attendees coming to your display area. Sitting or standing behind your tabletop creates an artificial defensive barrier between you and the attendees you are trying to attract. By standing next to your table, you are signaling that you are interested in speaking with them.

bad manners at trade shows2). Don’t sit when the trade show is busy. Stand. Smile. Make good eye contact. Show that you are ready to talk, answer questions or do a short presentation.

3). Don’t use your cell phone or laptop when the trade show is busy. Most people are polite. If they see you busy texting or working on your laptop, they are less likely to visit you. You could end up losing a sale.

4). Don’t eat when the trade show is busy – even if other attendees are eating breakfast, lunch or other food in the trade show. If attendees see that you are eating, again, being polite, they may not stop by and speak with you. Wait until the crowd dies down before grabbing something to eat. (It’s always a good idea to keep snacks and bottled water in your exhibit area in case you have low blood sugar).

5). If you are speaking with another vendor and see an attendee walking towards his booth, immediately step away. The vendor isn’t paying good money to speak to other vendors. Like you, he’s there to make contacts, find prospects, and hopefully get some good sales down the road.

6). Arrive early to set up your booth. Nothing screams amateur more than arriving late to set up your booth area. Also, don’t break down until closing time. You will be surprised how many attendees will wait until the last minute to visit a booth or place an order. This is especially true at large trade shows where there is a lot to see and so little time to see it all.

don't scan and spam7). Don’t scan and spam. One of the biggest mistakes vendors make is scanning everyone who walks by their booth. This is a major waste of time. Sure, you may think you have a lot of “sales leads” when you return to the office. But in reality, most of those leads are probably duds because they were never really qualified. So now you’re going to spend weeks or months making phone calls to people who either aren’t interested in your services or products or don’t even remember meeting you at the trade show. And spamming? Please! Unless you have taken the time to speak with the prospect at the show, your chances of him responding to your emails are almost nil.

8). Index cards. OK, some trade shows don’t give you the ability to scan badges. And let’s face it, not all attendees carry their business cards or don’t have any left because they handed them all out. Now what? Have index cards available for attendees to write down their contact information. There, wasn’t that easy?

9). Have enough business cards. Don’t always depend on your trade show/conference department to pack your business cards for you. Bring your own cards. Because my trade show/conference department didn’t pack enough cards, I almost ran out before the end of a conference that I attended a couple of years ago. Don’t make the same mistake I did.

10). Smile. Smiling won’t crack your face. So smile, or you could lose some sales. Sure, we’ve all been to lousy trade shows. You know the ones where there is little traffic or the attendees are only interested in stealing your swag. Like a good trooper, just smile through it and do the best you can. Who knows – you might still get a couple of good orders from it.

Remember, the purpose of working at a trade show is to make sales. Don’t let bad manners prevent you from achieving your goal.