EXHIBITIPS - FEBRUARY 2009
| 3 secrets to grab your customers' attention and loyalty |
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How well do you value your existing customers?
It's an interesting thought, as research tells us 3 out 4 customers are looking for new products! Did you also know it costs roughly 9 times more to find new customers?
AN EXHIBITION is ideal not only to prospect for new customers but also to service and touch base with your existing ones.
You should NOT take for granted and lose sight of your existing customers. You need to show how much you value them. What better sales referral than when customers over-hear other customers talking about how good you are?
| The following 3 practical secrets to help you succeed can make all the difference! |
1.Get personal with them
If you go into the Expo without sending a invitation to your customers (and prospects that you may not yet service) it's like throwing a party and forgetting to send out the invitations. Exhibitors who pre-promote have greater success than those who don't. Tailor the message about the products (preferably new) on offer and the benefits for them. Also let them know about any special offers. Include your stand number and dates of the Expo. Track the success by including a redemption coupon for a give-away or extra special offer.
We recommend a letter over email it seems to carry more weight For the extra personal touch, hand-write their name and personally sign the letter (use a blue pen so they notice). |
2. Welcome one and all
Nothing is more welcoming than a big smile! Make sure staff acknowledge existing customers with as much passion as potential new ones. Remember people buy from people, and justify their decision later. Show appreciation to your existing customers, in these times they are the foundation moving forward. Have a system to generate new leads and customers, which is equally important.
To help staff get the most out the Expo we have developed a new palm card that staff should study and practice, then use at the show - its called QUICS:
Q-question clients to establish where they are at with their business. This discovery time is crucial and remember to practice LISTENING
U-understand what their real needs are so you can tailor your sales pitch
I-identify the products/services in your range that can help them achieve results
C-communicate when you will next talk to them and agree to a suitable time to follow-up
S-separate! Once you have you have established the above, move them on. You need to see as many clients face-to-face as you can.
3.Give them something special
Creating a lasting impression connects longer term. These can fall into two categories - an instant reward (like coffee , lollies ) or instant gratification (something that is useful, after or during the Expo, that keeps your name in front of them). Don't under budget and settle for a premium that reflects poorly on your company's image, as this sends the opposite message! If you don't have a budget for the right sort of gift, maybe consider something that can be down-loaded or sent electronically that has benefit. It's about creating perceived great value and acknowledgement of your appreciation towards them.
The key is communication and don't take customers for granted. They may not acknowledge all that you send and do, but eventually your efforts will hit the target.
What you do going into the final stages of an exhibition can make all the difference, don't treat it as a one-off isolated experience. Whatever you do DON'T DO NOTHING!
If you are looking for more ideas consider buying from our range of books - 'Exhibitions- a Complete Guide', '45 minutes to Exhibit Success (a cheat's guide)' and the NEW 'Organiser' - a set of resource forms on everything!
More information and resources can be found on our website www.expertiseevents.com.au |
Regards,
Gary Fitz-Roy |
