Tradeshow and Exhibit Thoughtleaders
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Susan Friedmann's Articles

Are You Scaring the Living Daylights Out of Your Prospects?

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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.


© 2016 by Susan Friedmann