It’s a good thing!

Sales is a transfer of enthusiasm. The unbridled excitement that something GREAT is going to happen IF…is the fuel that propels the intellectual and emotional engine of every buying decision we make. There is power in words. “You’re worth it”… “You deserve a break today.” It’s personal, relevant, and attainable, and its purchase promises to bring immediate and lasting satisfaction. The promise of something amazing occurring if I buy or acquire can grow from a perception to reality, resulting in yet another sale, and thus propelling the juggernaut that is consumerism forward. It’s a good thing, acceptable even. When I feel passionate about something, and I can make you feel that same amount of passion (better yet, make it your idea), then you are open to moving forward because the idea is yours, resulting in another sale. A very good thing.

It’s better when you know the M.O.

Sales is a transfer of belief. We buy from people we feel comfortable with. There are essentially four types of buyers, and it is the understanding of their motivations that can result in more sales. Fact. Future. Form. Feeling. Each person has the capacity to operate in all four arenas, yet they will have a particular bent for one or the other. It’s better when you know the M.O. Typically, CEOs and A-type people live in the Fact and Future grids. “Give me the facts, the bottom line…” or, in contrast, “Just give me the big picture.” “What’s the five year ramification and long term impact on the budget?” The last two are more interesting, even cerebral: the intangible, Feelings; and the tangible, Form. You will notice an emotional response and they will tell you how they feel. This is the easy one to identify, because how we feel about something is a universally relatable quality that defines our humanity. The last one, Form, requires a little more knowledge on the sales rep’s side, as you will need to know how to respond to the question, “Can you break it down for me step by step?” To a salesperson, hoping for the opportunity and invitation to drive home the benefits, these words are very sweet indeed.

Who wins?

Sales is a function of psychology: breaking down barriers and powering through objections with a pretty little jackhammer of truth. Again, perception is reality, and truth is relative. Given this fact, belief in the credibility of the salesperson, in correlation to the relevance of the words being used, speak to the psychology of need. The fear of loss vs the desire to gain. Who wins?

It depends on the motivation and perception of the buyer; after all, your job is to make it their idea, right? When you can speak to their desires, in a language all your own, in words they understand, and you can involve the intangible magic that is emotions, feelings, beliefs, and enthusiasm, you have prepared a psychological arena where the ideas can dance and play freely, thus leading to greater sales success.

Blog (Exhibit Insight), Marketing, Sales

Making the Scene at Trade Shows: Like other “meet markets” some are looking for a connection at trade shows

2012-05-13 exhibitinsight

Trade shows are commonly understood as bazaars where exhibitors attempt to reach new customers by promoting their products or services via interactive displays and face-to-face conversation. These events are frequently huge and elaborate gatherings and every booth is striving for that “wow’” factor. With perhaps thousands of visitors, each of whom is a potential critic, participating in a trade show can be daunting for the inexperienced vendor. It may help to realize you’re probably already familiar with the basic mechanics.

You see, trade shows are the epitome of “meet markets.” Like the other variety, some people are looking to make a connection, some people are looking for a good time and some folks are just looking. As a seller, you’re obviously hoping to establish long-term business relationships. To that end, be sure to take along your confidence. Before they can believe you’ll be a good provider, prospects have to sense that you believe in yourself.

What’s great is that you have reason to be confident. You know the industry, you understand the issues that potential customers face, and you speak their language. But if you think about it, you’ll see that faith in yourself goes deeper than that. This is your career; the path of professional fulfillment that you’ve chosen because you have something worthwhile to offer.

Now that you feel good about yourself, let’s examine a few steps that can lead to taking new business home from a trade show.

Look your best – Your physical appearance will be a combination of your booth and the employees you’ve chosen to man it. The effect you want would best be described as “dapper” and approachable (e.g. neat, professional and visitor friendly). Demonstration items and collateral material should speak to the needs of your target audience. Elements should convey the tangible benefits of your products or services. Everything and everyone needs to be consistent with your established brand image and help reinforce your company’s value proposition.

Break the ice – Free promotional items are a trade show staple, the equivalent of “may I buy you a drink?” Little giveaways tell attendees that you’re interested in making their acquaintance, but don’t go crazy buying useless junk. If an item isn’t something you or your employees would appreciate, chances are that prospective customers won’t care for it either. Also when choosing an arsenal of freebies, see if you can meet an immediate need. For instance, if the site has a shortage of refreshments, you might consider offering bottled water with customized labeling. And don’t forget to offer your visitors a well-branded gift bag to carry whatever they get from you. They will find it handy, not only for your goodies, but things from other vendors as well. As they wander around, these people become walking ads for your booth.

Get beyond the small talk to show you have something in common – When selecting staff to represent your company at a trade show, you’ll look first to your most personable extroverts. That’s a good first step, however, your staff’s business knowledge is every bit as important to making a successful trade show appearance as a knack for hospitality. Once past the warm greeting and the friendly smiles, your representatives should be able to fully engage visitors about how your solutions will solve their problems. (By the way, it’s okay if someone says, “My current provider doesn’t understand me, but you do.”)

Beware the trade show lizard – As visitors to your booth size up your company, do the same to them based on pre-established qualifying criteria. Some people just like to talk. No disrespect, but don’t leave a good prospect unattended as you devote your time to someone who’s not your type. Have a plan for politely sending such people on their way to meet a better match … somewhere else.

Did you get the digits? – The purpose of trade shows is to meet a lot of people you would like to see again. That will be hard to do if you don’t know how to reach them. There are a couple of ways to do this. You can be straightforward, and ask them to provide their information. Or you can be more subtle and have them register for some kind of prize and secure their phone number or e-mail address that way. Regardless of how you attain a prospect’s contact information, be sure to follow-up within a couple of days of the event.

Not everyone you meet at a trade show is going to be Mr. or Ms. Right Prospect. But one thing is certain … you’re much more likely to find someone nice at a trade show than you will by sitting alone at “home.”

Contributing Author: Ginger Reichl Pinstripe Marketing