Archive | October, 2013

Are You Scaring the Living Daylights Out of Your Prospects?

Are you aware that there are prospects walking the trade show floor who might be afraid to walk into specific exhibits. It happens more frequently than you would imagine. In reality, it may be going on at the display right next to yours. Prospects who are fearful might blame it on some previous experience, when they might have been ‘strong-armed’ into making a purchasing decision.

How can this happen? Just what possible way could there be to bully visitors into buying something unwillingly?

The simple truth is that not all the ‘people pleasers’ at a trade show are booth staff. Quite a few are wandering the aisle, as visitors. Whenever these kinds of people come across an excessively, unrelenting salesperson, they can be bullied into a sale. That’s certainly not the method you want to advocate to do business.

Alternatively, you want educate your booth staff to use a needs-focused strategy. By simply engaging prospects in a dialogue, questioning and hearing rather than blabbing, and seriously focusing on resolving the attendee’s concerns, you are a great deal more likely to make a sale whenever the attendee is satisfied.

The key to this is five questions, the Familiar Five that really should be a part of virtually every sales discussion:

1. What:
Precisely what does the prospect need to have? Do they really have complications with their current providers? Could they be trying to make do with an item that doesn’t specifically meet
their wants? Conceivably the item runs properly, but it’s too costly. You need this answer before you start working on various other things.

2. Why:
Why would your company be the perfect one to match the prospects’ needs? When they point out persistent technical problems, do you really offer 24/7 help? Assuming they
need to have a size 4 widget, does your small business produce them?

3. Who:
Partnerships are the answer to business. At the same time, our mobile society has changed the world, and rapid staff turnover is definitely a reality of life. Two companies might have had – or come close to a business connection in the past, only to have things not work out they way they wanted. Yet this point might be completely unknown to your booth team. Provide your staff with a bit of corporate history, together with selling facts that reflect how items have developed in the meanwhile.

4. When:
Whenever your exhibit team expresses anything, prospects want to find out they are able to count on that as fact. Clients prefer to know you’ve got a background, and that you’ll maintain it once they do business with you. Feel free to use solid illustrations: While you might well be introducing new and creative products, let them know that you are still able to deliver parts, and service for previously produced products.

5. How:
The way your small business conducts itself is becoming a lot more important to several of today’s buyers. Consumers want to avoid being tainted by association with any shady organizations. If an attendee refers to a pre-existing damaging newsmaker, suppress the urge to be protective. Alternatively, respond with a comment that presents your company’s strength and leadership. “We know that those types of things happen within our market, but we’ve found the more effective method certainly is the straight and narrow. That way we can remain focused on our customer and their needs.”

Undoubtedly, it’s a challenge to adjust to doing this into the thirty seconds you’ve got to spend with the typical visitor. The temptation could be to talk a lot quicker, trying to cram in as much information as you possibly can. But don’t. Your work is to get them chatting. Once a prospect begins talking, they are far more likely to invest additional time at your booth, and definitely less inclined to be frightened away.


Trade Show Giveaways: Are You Wasting Your Money?

trade show giveawaysHave you ever found yourself struggling to find the right trade show giveaways? Shopping for trade show giveaways can be an overwhelming task. The catalogs jammed packed with tschokes, from pens, pencils, and mouse pads, to coffee mugs, baseball caps and more, can make your head spin! When your boss and sales reps chime in with their bright ideas for novel giveaways, you’re in mega information overload. With all this information, how do you choose the right giveaway that leaves a lasting impression with a powerful marketing message?

It’s time to consider what happens when the trade show is over.  Imagine an attendee who’s a buyer for a large chain of clothing stores, and she’s just spent three days at a show. Dazzled by the whole experience, and tired from the journey, she is sitting in her office examining her tote bags full of goodies. Right now, her first thoughts might go something like this:

“Wow, they love handing out pens and pencils. Maybe my new hires can use those mouse pads. How about the tote bags? They might come in handy for groceries, or for my assistant. And the hi-tech novelties can go straight to my teenage son, Darrell.”

Suddenly, she spots a small booklet entitled “27 Ways to Be A More Discerning Buyer,” which appears packed full of interesting information. She quickly slips it into her handbag to look at on the train ride home. Out of all the giveaways she walked away with, this booklet proved to be the only thing of value to her.

Informational products, like booklets, special reports, checklists, tip sheets, audio or video recordings make much more powerful and valuable trade show giveaways.

Let’s take a quick look at five ways they help you stand head and shoulders above your competition:

1. Builds credibility.

They build credibility because information wins the day. It’s that simple. When you provide your audience with information they can use, they view you as knowledgeable.

2. Viewed as a thought leader.

When you’re viewed as knowledgeable, customers and prospects often translate this into expertise, mastery or thought leadership in your industry.

3. Sends a positive message.

As a thought leader, informational products send the message that you are interested in pursuing a real relationship with your customers. You understand their problems and challenges. You can offer them solutions.

Compare that to a coffee mug. The customer is more likely to think about having their morning caffeine fix before they ever think about you!

4. More bang for your buck.

You get more for your money when you choose informational products. You can create your own content, and then have the license to do what you want with them.

5. Use existing informational products.

On the other hand, there are many informational products available where you can easily get permission to simply personalize it with your logo, website, and contact information.

Pens run out of ink, coffee cups can be dropped and broken, but informational products are remembered, valued, and most importantly, can trigger buying activity.