Trade shows and boat shows are goldmines for sales opportunities — but only if sales professionals approach them the right way. Too often, even experienced reps leave empty-handed because they fall into common traps that push prospects away instead of drawing them in.
In Boat Shows: The Lifeline of the Marine World, Robert Heckel breaks down the psychology of customer interaction and shows how simple adjustments can transform casual browsers into committed buyers. Let’s explore the top five mistakes salespeople make at trade shows — and how to avoid them.
1. Starting with the Hard Sell
The Mistake: Jumping into features, pricing, or closing language before establishing trust.
The Fix: Follow Robert’s BOAT Framework. Start with a benevolent greeting, observe body language, listen carefully, and identify triggers that matter most to the customer. Trust first, sales later.
2. Talking More Than Listening
The Mistake: Dominating the conversation with a rehearsed pitch.
The Fix: Great sales isn’t about having the perfect script — it’s about asking the right questions. Encourage prospects to talk about their lifestyle, their family, and their dream experiences. Then connect the product back to those insights.
3. Forgetting the Family Factor
The Mistake: Focusing only on the buyer and ignoring their spouse or kids.
The Fix: Robert’s Napoleon Strategy highlights how family involvement often tips the scales. Ask the kids about their favorite water memories. Compliment a spouse’s style or ask for their opinion on the boat’s layout. When the family feels included, the buyer feels supported.
4. Neglecting Presentation Details
The Mistake: A sloppy booth, distracted posture, or outdated materials.
The Fix: Every detail sends a message. Stand tall, make eye contact, keep your booth inviting, and ensure your presentation is polished. Even small touches — like a neat shirt or an engaging demo — reinforce professionalism and build confidence.
5. Failing to Adapt to New Generations
The Mistake: Selling to Gen Z and Millennials with outdated tactics.
The Fix: Younger buyers value authenticity, sustainability, and flexibility. Speak their language by highlighting eco-friendly practices, showcasing lifestyle experiences, and offering flexible payment options like “Buy Now, Pay Later.” As Robert notes, “Selling boats today means selling the life that comes with them.”
Final Word
Trade shows aren’t just about transactions — they’re about transformation. By avoiding these five mistakes, sales professionals can turn quick conversations into meaningful relationships that last far beyond the event.
Remember: people may walk into a show “just looking,” but with the right approach, they often walk out ready to start boating.
