Strong Arm Sales Stop Success Cold
It happens more often than you'd ever guess - in fact, it might
be happening at the booth right next to yours. Recent surveys of
trade show attendees show that the most dissatisfied attendees
are those who purchase something that they really didn't want.
Needless to say, these attendees don't have a high opinion of
those companies that 'strong-armed' them, and report that
they'll be unlikely to do business with them again.
How can this happen? What possible way is there to force
attendees into purchasing something unwillingly?
Not all the 'people pleasers' at a trade show are booth staff.
Some are walking the aisle, as attendees. When these types run
into an overly-forward, persistant salesperson, they can be
bullied into a purchase. That's not the way you want to do
business.
Instead, train your team to have a needs-focused approach. By
engaging attendees in conversation, questioning and listening
more than talking, and truly focusing on solving the attendee's
problems, you are far more likely to make a sale the attendee is
satisfied with.
Key to this is five questions, the Familiar Five that should be
part of every sales conversation:
What: What exactly does the attendee need? Do they have
problems with their existing suppliers? Are they trying to
make-do with a product that doesn't exactly fit their needs?
Perhaps the product works perfectly, but it's too expensive. You
need this answer before you can move on to any other questions.
Why: Why would your company be the best suited to meet
the attendees' needs? If they mention constant technical
difficulty, do you offer 24 hour support? If they need a size 3
widget, does your company manufacturer size 3 widgets?
Who: Relationships are key to business. At the same time,
our mobile society means that rapid staff turnover is a fact of
life. Two companies may have had - or come near - a business
relationship previously, only to have things not work out. Yet
this fact could be completely unknown to your booth staff. Arm
your team with some corporate history, along with selling points
that illustrate how things have changed in the interim.
When: When your team says something, attendees want to
know they can count on that as fact. Clients want to know you
have a track record and that you'll maintain it when they remain
with you. Feel free to use concrete examples: Even though we're
consistently introducing new and innovative models, we still
provide parts, service and support to every model we've ever
made - all the way back to day one.
How: How your company conducts itself is becoming a much
more important factor to many of today's decision makers.
Consumers want to avoid being tainted by association with any
scandal-ridden firms. If an attendee brings up a current
negative newsmaker, avoid the temptation to 'dish'. Instead,
answer with a comment that shows your company's strength and
leadership. "We know that those types of things happen in our
industry, but we've found the better route is the straight and
narrow. That way we can stay focused on our customer and their
needs."
Now, admittedly, it can be difficult to fit all of this into the
thirty seconds you have with the average attendee. The
temptation is to talk faster, attempting to cram in as much
information as you can. But don't. Your job is to get them
talking - and once an attendee starts talking, they are far more
likely to spend some additional time at your exhibit.
Body language also plays a role in how your sales team is
perceived. Here are five key things to remember:
1. Keep Your Distance: Crowding can be intimidating,
especially if the staff is of large stature and the attendee is
smaller. A good rule of thumb is to keep at least one arm's
length between the two of you.
2. Keep Your Arms Down: Some staffers, especially the
flamboyant, dramatic types, have a tendency to talk with their
hands. This works fine in a social situation, but can be
unnerving or distracting when you're trying to do business.
3. Keep Things Open: Very skittish or shy types may
subconciously feel 'trapped' if you position yourself between
them and the way out of your exhibit. You don't have to be an
Old West Cowboy with this - there's no need to always stand with
your back to the wall - but be aware of spatial issues and
attempt to keep things open and comfortable.
4. Keep An Eye: On the way the conversation is going. If
you have the slightest suspicion that an attendee is
uncomfortable, or just doesn't like you, hand them off to
another staffer. Sometimes personalities just don't click, and
it's better to step out gracefully than attempt to blunder
through the encounter.
5. Keep An Ear: Open for what the attendee is saying.
People can tell when you're really listening and when you're
going through the motions. A million subtle physical cues give
it away. Don't try to 'phone in' your interest. Pay attention!
Go over these items with your team before the show. When your
team is skilled, they won't need strong arm tactics - which will
make everybody happy!