Tis the season of expos and trade shows, so this advice comes with this application in mind… But whether you’re setting up your 10×10 at a local county fair, or shipping crates & palettes to some vaulty exhibition center in Vegas, Florida or New York – the advice here rings true.
I have worked SO many shows of all sizes and types, I couldn’t even begin to name them all, or even which state they were in… so this knowledge is hard-earned. But, I know a lot of you have hauled your collapsible tables and shelves to your fair-share of events too – so although a lot of this may not be new information, I hope these tips serve as good reminders as you enter your next sales free-for-all (or great little training piece for staff or team members!) to ensure you get the best results possible from your massive investments of time, energy and fun-sized candy.
1. Be a Shameless Flirt.
Make eye contact. Smile. Do it for your business! No, I am not suggesting your pimp yourself out to make sales, I am suggesting that it feels good when people take an interest in you. It feels good to be smiled at. It feels good to be flirted with! When people feel good, they start to open up. So be open. Be positive. Start conversations. This is the #1 easiest way to start down the path to a lead, a sale, or an interesting connection. If this isn’t your style at all, make sure you employ or bring along one or two people who are natural flirts (the kind of people who just can’t help but chat and banter) – they are good for business!
2. Ask about the dog!
My father told me once, when I was very young, that the easiest way to make friends is to get people talking about themselves. People LOVE to talk about themselves and they like you if you like to hear what they have to say. Pretty simple, right? Well what I learned doing the dog show and pet expo and trade show circuits (and I am sure you know this already too) is that people LUUUUUUUURRRVE to talk about their dog. It’s like mainline straight into them pulling out their cell phone and inviting you over for dinner. Seriously, it’s crazy.
But the real trick, is when you get someone chatting about Fifi’s latest haircut, or Fido’s irregular poo – you need to steer them back into conversation that can benefit you – about what you have in common – about what you can DO for them. To accomplish this, you need to LISTEN. You need take mental notes and use their langauge… reference their personal details… speak to them about Fifi – and about Fido – use their names (as evidence by every politician ever – this is an effect tool to build ‘know like and trust’ and bring it back to the topic at hand.
3. Loosen Up & Have Fun.
For Dog’s sake please stop acting like a robot. If you’re at an event, do not let one customer hear an exact same ‘script’ you’ve just given to another customer. It’s ok to have some solid combos you switch off and on between – but have more than one play in your book. Plus, if you always follow the advice in #2, you shouldn’t need a script, because your ‘in’ will present itself through the customer’s own needs & circumstances and you can create a unique pitch, using personal details, tailored specifically to them.
4. Be memorable.
If you want that second date, you need to make an impact. You need to be unforgettable. You need that person to be lying awake nights thinking about you! How do you do this? Aim for memorable, and desirable. As far as a trade show goes – the key is to make sure that they walk away with something in their hand. Something to remember you by. A token. Maybe it’s a postcard, a booklet, a USB, a catalog – whatever it is – make sure it’s got the looks and the brains! Ensure it’s aesthetically pleasing and smartly written – to keep them coming back for more.
5. Play the Field.
As with any sales-related activity, you’re dealing with numbers and conversion rates: you need ‘x’ number of leads so you can pretty much guarantee ‘x’ number of sales. Try not to get too focused, excited or obsessive about any one potential sale to the detriment of other opportunities. Just like in the land of dating (ugh, the worst bit of dating) it’s important to keep your options open and to keep up momentum. Don’t celebrate too early or get distracted from the end-goal by little wins.
6. Always get the digits.
If you want to see him or her again – you gotta get a way to stay in touch. At events it’s less likely to be a phone number on a napkin, and more likely to be a business card, a badge scan, or an email… but you never know, in Vegas there’s always the after-party! *wink wink nudge nuge* Seriously though, whether you’re actually selling at the event or not, the best outcome you can get, is a large quantity of highly qualified leads – and to follow-up with them RIGHT AWAY after the show – to seal the deal (or to at least get some acknowledgement that they’d like to hear from you again!)
7. Know what you want.
Before I met my husband, I had taken the time to make a list of 200 things my dream guy HAD to be. I am not even kidding. Guess what? I got my full order… Right down to #167: ‘a sexy accent’ (which I assumed was totally wishful thinking, btw, but I figured a girl can dream, right?). Coincidence that Prince Charming landed in my life? I don’t think so.
In dating, in life, in business: knowing what you want and need out of your investments makes for better returns. For the show… How many leads do you want? How many sales? Is it just an exercise or test to see if the show is viable? Are you just doing this show to get into other shows? Are you there to be seen or to network? Knowing what you’re looking for not only gets you closer to having it (a little manifestation anyone?) but it also helps you stay focused and prioritize while you’re there… Which meetings to take, how much investment to make, etc.
8. Primp.
Just like buying a new outfit, waxing or having your nails did (or whatever it is you guys do before a date?) – before shows preparation is everything. Prepare, prepare, prepare. Primp and plan: extra pens, more staples, another pair of scissors, 1000 zip-ties (ok, these are very un-date like preparations – but you get what I mean). Having everything you need is important, but FEELING like you’ve spent enough time preparing will make you more calm, organized and able to focus on CLOSING on the day.
9. Be a gentleman. Er, woman.
One of the funny things about events & trade shows, is that the walls have eyes! Your potential customers are everywhere – in the bathroom, in the parking lot, standing in line for that gross over-priced sandwich… Show up as your best self EVERYWHERE! Be kind. Open doors, let someone else have the last brownie if you both reach for it, and definitely mind your road-rage because you NEVER know who the other driver is and what awkward moment might be waiting for you if you give in to your nasty, impatient, diva self because you’re stressed, tired, having a blood sugar crash or have been searching for parking for 3o minutes!
10. Get in Touch.
I have said before what a powerful language TOUCH can be (I referenced this awesome video which I hate that I love so much because it’s an ad for a cell phone). Use touch to your advantage – like you might on a first date (on the arm, on the back or shoulder – nothing creepy!) to melt the ice between you and your customer. We humans respond strongly to touch and it can be a fantastic way to make them feel special (especially if you know them) and help them warm to you. If this sounds like crazy town to you and you’re not a toucher, hugger, etc. then focus on the eye contact (see #1) and the listening (see #2) to help break down barriers.
11. Don’t Kiss and Tell.
Just like to obvious comparison I’m making here – it’s so off-putting as a potential customer to hear a vendor tell intimate details about someone else’s business (because you know one day that might be you who is getting their dirty laundry aired in front of your competitor!) It’s good (and important) to tell stories – to have testimonials – to casually drop in how happy your other customers are – but keep in mind that many of your customers are competing in the same marketplace, and be respectful of the details of their orders and their business.
12. Develop a Finely-Tuned Crazy Filter.
Learn to recognize early, the signs of people who are not the right for you or your business. This does not make you a horrible person, it makes you efficient. Just like first impressions of a blind-date, when you know, you know.
The idea is to avoid people who will waste your time and cause you heartache. It doesn’t take too many of these time-wasters to cross your path before you can spot them a mile away! Be polite, show kindness and shut that baby down as fast as you can, to move on to the next fishes in the sea! If you can, give a good recommendation of someone else the crazy person might turn to for help!
Trust your gut.
If something feels off, weird, awkward or uncomfortable – there’s probably a reason! Don’t tread into crazy territory – no matter what is being promised – it’s never, ever, ever worth it!!
P.S. DO NOT make assumptions based on their physical appearance or whether or not you think they can ‘afford’ you! Only make this call based on actual interactions. You should not judge a book by its cover, but you can definitely judge it by the first few pages!