3 Ways to Overcome the Price Objection On the Trade Show Floor

“Our products cost so much more than our competitors. How in the world do we convince attendees to check us out, when everyone’s so focused on the bottom line?”

The question could come from any industry, and it’s becoming increasingly common as a tightening economy makes buyers more price-conscious. However, the company that lives by price also dies by price. Savvy exhibitors know that to appeal in this type of market, it’s critical to highlight aspects of their products and services that are more important than money.

The three most pivotal factors are:

1. Speed

Can you be, as Seth Godin puts it, overwhelming faster than the alternatives?  The speed with which your organization can fill orders, deliver product, and take care of customers is a critical differentiating factor.  Customers are starved for time: no matter what industry you’re in, turnaround times are shorter than they’ve ever been.  You can stand out from the crowd by being the fastest.

2. Spirit

Genuine enthusiasm and conviction that your products and services are the absolute best choice for the customer are powerful selling tools, especially in the face-to-face environment of the tradeshow.  If you can concisely and articulately convey why your products are worth more, without apologizing, price becomes a non-issue.

3. Style

There are trends in everything: in the B2B world, in manufacturing, in retail.  Can your organization position itself as the trendy choice?  Buyers are influenced by what their colleagues and peers think: no one wants to choose a loser.  Consider what you can do to secure a position as the ‘obvious’ right choice, or even better, ‘the best’ company to buy from.  Then, once again, price becomes a secondary consideration.


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