As we come out of ‘Lockdown’ and exhibitions and events start up again , effective event sales is more crucial than ever before. We talk to Paul Streeter about the new FM Future ‘Event Sales training course’ and find out what is the ‘secret sauce’ that any good sales person needs to deilver the goods.
With an introduction to Paul Streeter our Exhibition Sales Training professional, when he recently caught up for an interview with Frazer Chesterman of FM Future.
Paul, How tell us a little about your career in Exhibition and Media sales training?
On 3rd August this year, I’ll have spent 32 years running my own training and development consultancy. I have been privileged to work with many talented and experienced sales professionals, to help them grow and polish their personal sales approach. I’ve spent a lot of my time working in the media sector including exhibitions. As well as training for clients in the UK, I have designed and delivered sessions across the globe, including Shanghai, HK, Singapore, KL and Boston, New York, Washington DC, Houston and San Francisco. In the UK, current clients include CloserStill Media, Mash Media, HPCi Media and Mark Allen Group
What have you enjoyed about this sort of training?
I always enjoy hearing from a sales professional who tells me they’ve just applied something we discussed in the training session and it worked. It might be an approach for opening a sales call or a framework for structuring questioning or even a technique for building urgency and closing the sale – whatever it is, it worked. And that’s why I continue to design learning programmes for sales professionals that make a real difference in the workplace
How has sales training changed over the years and what does it look and feel like now?
The workplace has changed over the past 30 years as have some of the skills and behaviours required by the salesperson. But the one thing that hasn’t changed at all is the universal truth that people buy people first. The prospect wants to trust the salesperson before purchasing their goods and services. Today, trust is even more important in the sales environment and it’s one of the key reasons why exhibitions are so successful. Building relationships and establishing trust is always more effective through face-to-face contact. Trust is our secret sauce to success!
What have you been doing recently ?
I’ve been coaching on a variety of topics, ranging from the sales discovery process, the value proposition and also handling objections and closing the sale. Exhibitions have had a hugely difficult time over the past 15 months but they are coming back strongly as the desire for physical events and face-to-face opportunities grows daily.
Thanks Paul - and you can register for the UFI accredited Event Sales courses :
https://www.fmfuturenow.com/business-courses/sales-event
Here is the course outline.
An interactive learning programme, exploring individual selling styles and their application in today’s event sales environment.
Exploring the role and expectations of the exhibition sales professional
• Identifying a framework for the professional sales presentation
• Investigating the skills of fact-finding and the contribution to the sales process.
• Reviewing the event sales story, highlighting USP’s, benefits and value
• Developing responses for handling objections, building urgency and closing the sale
Earn 4 hours toward UFI Certified Professional (UCP).
DATES & TIMES
September 22nd Wednesday 9.00pm – 1.00pm BST
October 20th Wednesday 9.00pm – 1.00pm BST
*Both courses are conducted on Zoom - virtually.
Event Sales Course
£200 PRICE UFI members
£295 PRICE non-members
Paul Streeter-Jewitt Chartered MCIPD
Managing Director
PSJ Training Ltd t/a
Paul Streeter Training Services
+44 (0) 7785 340775
+44 (0) 1225 443882