Every so often you meet an exhibitor who is very different. They radiate a mysterious strength, character and charisma that is seldom seen. A visitor to a show (or a competitor) may not be able to put their finger on exactly what it is that makes this exhibitor stand out, but something special is definitely there; they are champion exhibitors.
Skeptics would say they had a better position at the venue, the light was better or they were close to the coffee bar, some would simply say ‘luck’ is what made them better than the rest. But if you had the opportunity to study a champion exhibitor you would find that everyone of them has certain characteristics that makes them stand out from the crowd. They all take specific actions every day. They all have similar patterns and belief systems. They all talk alike. They all have certain habits and it’s these traits that set them apart from the rest.
The 8 Traits of Champions: Continue reading
Are you failing to collect email addresses?
We all network and meet business associates on almost every day of the working week. But what do you do with the contact details that you collect? If only one of those contacts were to become a client or a customer it could make a huge difference to your business.
Imagine if once a week you could ring every one of your customers and tell them what you have on special offer the next week, or about the new line of dri-fit sports clothing that’s just come in, or maybe you’re demonstrating a new product at your next exhibition that would make all the difference to their profitability. How do you think that would impact your sales? Well, that’s what email marketing is all about.
If you’re not collecting email addresses from interested visitors to your stand or to your business or even through your website, you are missing out on one of the biggest opportunities on the internet. Visitors who voluntarily provide you with their email address are giving you express permission to market to them. They are pre-qualified sales leads, and much more likely to buy from you than a random visitor who finds his/her way to your business through an internet search.
It makes sense then that you should be cultivating this relationship right from the start. Even when your traffic is low, the most important thing you can do for the future of your business is to begin building a list.
If you need help with the automation system then contact the the superstars of social media and CRM systems.
Who are your audience & where do you find them?
Failure to plan is planning to fail…….How often have you heard that said? Well it’s true when it comes to exhibiting. Knowing where to find your audience is a key consideration when booking your exhibition stand.
Exhibitions are often audited, so if its high volume and high quality visitors you’re looking for check that the audit matches your list of ideal customers. Try www.abc.org.uk or ask the sales team to provide a breakdown of the type of people who attend the event.
Position your business for exhibiting success
Although exhibiting represents a unique selling environment, most exhibitors are caught up in the logistics of the event, not the strategy of how to position themselves for success. Exhibiting is a highly competitive environment and time is the number one competitor. Visitors have buying plans, they research exhibitors and fine-tune their understanding of the exhibitor’s benefits by visiting them face-to-face at the event. Begin the conversation about how you’ll achieve your objectives before you exhibit, develop a system to measure your results and teach your staff how to attract the right visitors to meet your objectives. That’s where we can help …
Exhibiting – a unique opportunity
Regardless of where you display or present what you do, exhibiting offers unique selling opportunities. It is one of the few avenues you have to meet face-to-face with visitors who have made a conscious decision, and paid, to be there. They’re unique because buyers interested in your offering are coming to see you. You’ll see more people in an hour that you do during a week in the field, so, it’s important that your display is memorable, your staff are quick to identify real buyers and skilled at avoiding the time-wasters. That’s where we can help …
Would you recognise your ideal customer if you saw one?
So many exhibitors and business owners, when asked who their product or service is for, say enthusiastically, “Everyone!” While your product or service may be used by everyone, everyone is not your customer. Learning to identify your ideal customer and focusing on them will grow your business. Focusing on everyone will only result in a fragmented message that no one listens to.
Instead, spend some time figuring out exactly who your ideal customers is. The more you know about him or her, the better your ability to market to him/her becomes. Try to discover:
- how old your ideal customer is
- what level of income they have
- what the family situation is
- how much money they earn or which bracket they fall into
- how do they spend their leisure time
As obvious as this sounds, it’s vitally important if you are to really make magical connections with your customer, the more focused you can be on serving this one customer, the more your sales will increase.
Business Etiquette is there any?
Have you ever had that business situation or witnessed an event that left you thinking, “Really?” You’ve got to be joking! Has anyone looped you into a third party email conversation or forgotten that people can hear them when they are on the phone? What about those people on the train, in the quiet carriage, who have to shout to the caller ‘I’m on the train in the quiet carriage’, why don’t they just turn off their phones?? We’ve all had our fair share of bad business etiquette and I’m sure we’ll all guilty in some way.
Most people operate with an unspoken code of behaviour that determines expectations for social behaviour. While for some of us it is ingrained for others it just passes them by.
Your business or your exhibit hinges on how well you understand the importance of business etiquette. If it’s so important, why do so many forget it? We asked a few of our clients for their top tips on business etiquette:
- Keep emails short and factual. Keep things to the point don’t waffle, everyone is busy, and forcing them to sift through irrelevant information to find the point of your email is both disrespectful of their time and could lose you business.
- When entrepreneurs want to grow their mailing lists they head for the business card of the person they’ve just met and load them into their marketing list. Always ask for permission or extend an opportunity to opt out, it can preserve your business relationship.
- Always respect the time of those who help you, a small Thank You note or social media message is all it takes to cement a great relationship.
- Never send mass emails, not even if the first line is ‘sorry for the mass email’! The first place that will go is in the bin. You’ve wasted not only the time of the recipient you’ve also wasted your own.
- I love this one, ‘If you’re early, you’re on time. If you’re on time, you’re late. And if you’re late, don’t bother showing up.’ This may sound obvious but never, under any circumstances show up late. I totally understand that sometimes things happen that cause us to be late and within reason they are acceptable but when you arrive late don’t go on about it, don’t blame the traffic or whatever; the real reason is you didn’t plan for all eventualities.