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Look at there at the show floor.
Check out the attendees. They look ordinary enough
-- but they have secrets. Dirty little secrets that
they'd never tell anyone, not even under duress.
Successful selling at trade shows depends upon two
things. One is your products and personnel: How good
are your products and services, and how well do your
people represent them. The second has nothing to do
with you at all. It has everything to do with secrets.
Not all attendees are the same, and not every buyer
on the floor shares these secrets. But most do, whether
they'd like to admit it or not. These secrets are
strong unifying factors that influence their buying
decisions. If you, as a smart and savvy trade show
exhibitor, know what these secrets are and tailor
your exhibit appropriately, you'll come away with
higher sales numbers every time.
If you could hear your attendee's deepest, most secret
thoughts, they might go something like this:
Secret #1: We're impatient
Let's be real here. The boss just
shipped me to Orlando from the middle of a Buffalo
blizzard. The last thing I want to do is spend the
entire day putzing around looking at new attachments
for our Widget making machine. If you show me what
I want, at a reasonable price, I'm gonna close the
deal in a hurry and go hit the beach.
What this means to you: Understanding your buyer is
crucial. When you know what your target audience needs,
wants, and expects, it's easier to provide it for
them. Added incentives and special savings only sweetens
the pot, especially for the attendee who wants to
get the business part of the business trip out of
the way.
Secret #2: We're lazy
Sure, it sounds like a great deal.
But to get that price, I've got to go log onto the
web, go to the website, enter a code, fill out a questionnaire,
and then go through the purchasing process? Forget
that! I'll go over here to Vendor Z. I might pay a
few dollars more, but I won't have to jump through
any hoops.
What this means to you: If you're going to offer a
show special or promotion, focus on making it user-friendly.
Buyers are willing to pay more to avoid what they
perceive as 'too much' work. Each market has a different
threshold point, and this varies with how much potential
savings you're offering. Customers are willing to
give more when they are getting more in return.
Secret #3: We're Egotistical
You might not realize this, but
I'm the smartest person here. And the tallest. And
the best looking. I'm so gosh-darned amazing, actually,
that you'll find yourself compelled to give me awesome
deals.
What this means to you: It's important to give your
buyers recognition. "Bonus Buys" -- windfall
items 'spontaneously' thrown in when a purchase is
made -- is a fantastic way to do this. Offer discounted
prices on the floor model, for the 'serious buyers
only'. Exclusivity sells.
Don't start the recognition at
the trade show. Reach out to your clients before hand
via e-mail and direct
mail marketing, letting them know what special deals
can be had at your booth. A little extra effort
goes a long way.
Secret #4: We Hate Math
Ok, I don't want to look like an
idiot here. But there's $25 off of Widget A, 15% off
Widget A-1, and a $500 rebate if I buy now. Exactly
how much is that? Is that a good deal? I hate percentages…
What this means for you: Remember the KISS acronym,
especially when promoting discounts and sale prices
at a tradeshow. You want to Keep It Super Simple!
Rather than listing a complex set of discounts, focus
on the total savings. Have printed price sheets where
your booth staffers can highlight appropriate discounted
prices and write in the total savings.
Secret #5: We Liked to be Pushed
I see that this price is only good
for a limited time. I've read it on the sign. You've
told me during the sales presentation. I know and
understand that there's a deadline.
And you know what? Chances are I'm going to forget.
And when I discover that I missed out on saving hundreds
of dollars, I am going to be miffed.
What this means for you: People have to experience
a piece of information six times before they remember
it -- and that's in normal, everyday circumstances,
not the hustle and bustle of the show floor. Remind
your booth staffers to mention the deadline often.
Make note of it on any follow-up correspondence, and
send a reminder notice to likely prospects. The reminder
nudge will spur sales.
Written by Susan
A. Friedmann,CSP, The Tradeshow Coach, Lake Placid,
NY, author: “Meeting & Event Planning for
Dummies,” working with companies to improve
their meeting and event success through coaching,
consulting and tradeshow training. For a free copy
of “10 Common Mistakes Exhibitors Make”,
e-mail: article4@thetradeshowcoach.com; website: www.thetradeshowcoach.com |
