|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:
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.
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?
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.
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
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.