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5 Things Visitors To Your Trade Show Display Don’t Want You To Know
Every good company has a great sales strategy to go along with a great trade show display. But have you ever thought that convention attendees also have a strategy? What these people want is to get what they are looking for, to do good business and to avoid harassment. But they don’t want you to know, of course, because then you’ll have the upper hand! The better your sales team understands this, the more successful they will be.
Understand your customers to maximize the power of trade show display
Of course, a good display is just the start. If sales staff don’t fully understand the mindset of their customers at a convention and don’t have great selling skills, then all the work you put into your display will be wasted. Here’s what you need to know about how expo attendees think!
They are impatient
They are busy people and they probably have a lot of work to do. And let’s face it – if they were sent to the expo from afar, they probably want to spend some time visiting! So they won’t want to gossip and listen to an extended sales pitch. The faster you can get your information across, along with certain incentives and other extras, the more receptive your customers are likely to be.
They are forgetful
If a customer has to take multiple steps to follow up on your offer, chances are it won’t happen. After all, who will remember logging into a website, filling out a bunch of forms, entering a special redemption code, and then following up on the phone? Nobody, who is it. Make the sales process as simple and straightforward as possible, and be ready to close a deal (as long as it’s possible in your industry) right from the convention. This way, you won’t have to worry about your sale not closing because the customer forgot the next steps.
They want simple things
Don’t confuse your customers by overwhelming them with details! Just lay it out straight. Especially when it comes to math, people can easily get lost in a crowded and noisy exhibition environment. Instead of telling them your product is available at a 30% discount with a $100 discount, just tell them the price they will ultimately pay. The same goes for any other promotion: rather than confusing them with facts, just tell your customers the bottom line. It will eventually pay off!
They need a nudge but not a nudge
Of course, expo attendees aren’t stupid! They can perfectly read the signs and the promotional material on the show display. But they need gentle reminders and explanations of exactly what this information will mean to them. Be careful, however; an overly aggressive approach will only chase them away and give you a reputation you don’t necessarily want.
Everyone likes to feel special! Start well before the show by emailing your regular customers to let them know what special offers will be available at your stand. When they arrive, offer additional discounts to “serious buyers only” to sweeten the deal. A little sense of exclusivity will go a long way!
Remember, the best trade show display in the world won’t do you any good if you don’t understand the people who will visit it. They’ll have their best gaming faces, just like your sales team, but make no mistake! Understanding what is really going on in their head will bring you that much closer to success.
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