Q: We lost a lot of exhibitors over the last year because of the economy. This year, we’d like to lure them back in, but I’m not sure the same sales approach we’ve been using for the past few years will be enough anymore. Any tips?

A: You know what they say: “If you keep doing what you’re doing, you’ll keep getting what you’re getting.” Frankly, I don’t buy the economy excuse. Translated, it actually means: “I’m busy, I’m stressed and I don’t have time for you, so I’m going to blow you off with the bogus economy objection.” Excuse me for being blunt, but that’s bull.

There are only two reasons people don’t buy:

1. They have no money. If that’s the case (and you’re sure), immediately hang up the phone or leave their offices because you’ll never be able to sell to someone who’s truly broke. Don’t waste your time.

2. They’re not sufficiently disturbed by a problem. That’s right. They have to be disturbed by enough pain for them to act in order to solve their pain. Can you disturb them? And better yet, can you solve their problem? Albert Einstein said, “The problems of today cannot be solved in the same manner in which they were created.”My experience tells me that when a sales team or salesperson attempts to tilt at windmills using the same sword that’s worn down and broken, they’ll lose every time. Instead, their approach needs to be new and refreshing. When I work with salespeople who are struggling to attract their exhibitors back to the show, I want to know several things:

Are you dealing with the decision maker?

Are you coming to the table with a new opportunity or the same “concrete in a convention center” that you’ve always presented?

Are you using your attendee audit to prove value? And if you aren’t using an audit, why not? What are you afraid of?

Are you culling your attendee data and providing customized attendee demographic data to your prospect?

Are you really ready for the economy objection? One of the best responses I know is: “That’s exactly how several of our current exhibitors felt until they understood the new value/benefits/enhancements we could bring to the table for them. Let’s take a new look at the show together. Is that fair?”

I’m convinced we’re going to continue to hear the economy objection for a long time to come. Even as the economy recovers and if the stock market hits 20,000, we’ll hear the same.

A quick “checkup from the neck-up,” an attitude of positive expectancy and some smart selling skills will relieve your concerns. Buckle down, expect to win and apply some of these skills.

Dan Cole is Vice President of Sales and Business Development for the Consumer Electronics Association, which draws more than 3,000 exhibitors to its largest annual show, the International Consumer Electronics Show. Cole is a regular speaker on sales-related topics at industry events. In 2005, the International Business Awards named him Best Sales Executive. He can be reached at dcole@ce.org.