EXHIBITIPS - SEPTEMBER 2009
| REAL LIFE BEHAVIOUR GONE WRONG! |
| |
|
HOW CUSTOMERS MIGHT SEE YOU ... AND WHAT ARE YOU MISSING OUT ON?
|
| |
|
While at one of our recent shows I noticed that it's quite clear that some exhibitors don’t really know how to sell, while others are masters at it! The attendance to this particular event had increased over the previous year, which should have made the selling job easier ... but not for all!
A number of actions from exhibitors led me to really observe what made the difference between the stands that were busy and selling product, versus the stands not generating interest from visitors.
This is what I want to explore this month, however before doing so, let’s look at some of the things that distracted exhibitors from maximising their results on the day.
The bad, ugly and simply inappropriate behaviours:
- An Exhibitor walking around and stopping to talk to any other exhibitor that would listen saying “It's like getting blood out of a stone today!" The comment was also loud enough for visitors to hear
- An Exhibitor sitting and reading the newspaper on their stand despite people standing in front of them looking at products and picking them up
- Exhibitors, during the peak time of the day, leaving the stand (and the building for that matter!) to have a smoke
- Exhibitors arriving every day fifteen minutes after opening
- Exhibitors telling the visitor that they haven’t sold enough over the last few days so they (the exhibitor) won’t be returning next year, and in their opinion the show won't be either.
And, comments like
- “we have done ok, same as last year" (however the day before the same exhibitor said last year was the best year they have had!)
- “This aisle is not getting traffic, so we won’t be rebooking”
- “I read your monthly tips and pretty much do everything you say”
...you get the picture - the scary bit is the above observations are real and actually happened!
Whilst we all have little things that challenge us on a daily basis, at a show the outward perception and actions need to be focussed on delivering results for your business, and this requires a positive frame of mind to start with.
So, using the above examples as what causes negative results, what can or should you be doing to get the right results?
Tip 1.
Firstly, it never ceases to amaze me how blasé some exhibitors are. The ones that tell me they read my tips and do everything I say, normally don’t! (in other words… they tell me they have it covered, however in reality probably don’t).
All of us should constantly review and learn, develop, try and improve. By review, I mean reexamine what we do regularly, question how can it be done differently, and ask how could we improve. Take a photo of your setup and refer to it during the show. Don't be afraid to change it around if you think it needs it. One of my sayings to my staff is “walk in the shoes of our customer”; for us that is the exhibitors and visitors, and we apply this to most things we do. So REVIEW, AND MEASURE WHAT WORKS.
Tip 2.
Your time at an event needs to be spent at your stand creating attention, rather than walking around and chatting , or going for a smoke. When things slow down at an expo, this is when the smart exhibitors really stand out, they start a demonstration or do something that will get the attention of visitors. It’s a major mistake to sit and do nothing, or worse still, read. Whilst I’m not entering the debate on smoking, the reality is you are at the event to sell, so smoking should be limited to the times of the day that will not impact on your potential to make sales. So look how you can ENGAGE AND CAPITIVATE visitors and draw them to your stand. If you have staff, prepare a roster so that you cover breaks and peak times.
Tip 3.
Be realistic. Here we are in the midst of one of the worse global economic situations we have seen. Unemployment is an issue, yet visitors are attending expos en masse! My observation is, as consumers we are still spending, it’s just we are more selective. As an exhibitor, to achieve your share of spending, you need to ensure you have what the market is looking for. Remember, an organiser is there to deliver the attendance, they can’t make visitors buy. So gauge what the market is after, look at your new offerings, and make that the hero of your stand.
SET REALISTIC TARGETS. My view is if you can maintain results within a 10%-15% range of what you have done at previous events, this is a good result (providing of course you were happy with the previous results). Events are like a sales cycle - you have peaks and troughs - so if you are within 10%– 15% of previous events, you are performing relatively consistently.
Tip 4.
The exhibitor that blames everyone or everything for their failure has to look in the mirror! It is all too easy for exhibitors to blame their results on everything but their own product and/or stand. If the results aren’t there, yet the visitors are at the event, look at your approach. Don’t think that because you have your name on a sign, product on the stand, and your stand looks like it always does, visitors will automatically buy from you.
Different shows will have trends that visitors are seeking, and product categories that will slightly change from year to year. If you are too specialised, or look the same and don’t focus on new products, you are destined to fail… not just at that show, but also in the longer term. If the results aren’t there you need to review your stand layout, offering, and sales positioning. LOOK WITHIN, BE OBJECTIVE, KNOW THE MARKET.
Tip 5.
Never share business frustrations with clients. Blaming visitors for not getting the ROI you expected, and making statements like ‘exhibitors won’t be back’ doesn’t help you sell, and will more than likely dampen the visitors' spirit and prevent them spending with other exhibitors.
One thing I have learnt over the years is visitors are not silly; they are very perceptive.
THINK ABOUT WHAT YOU SAY. You may impact on more than just your own business, and remember - there will always be another company that will fill the space an exhibitor leaves. Ultimately it’s the person making the comment that loses the most!
Tip 6.
It’s important to get in early before the event opens to ensure you are ready to greet the first visitors. This is also the time to reassess the stand. Get organised for the day ahead. EACH DAY BE ON TIME, BUT ALSO RESET THE STAND FOR THE NEW DAY.
|
| |
 |
Like so many of my newsletters, what you get out of it is up to you. For some, maybe it’s time to remember that exhibitions are about generating business and you need to work for your results - they won't always be handed to you on a silver platter. Be prepared to change with the market, and be very conscious of what your clients want. Walk in their shoes and think about what message you are sending out to them, and to your colleagues.
|
| |
|
Regards,
Gary Fitz-Roy |
For information on our shows or to exhibit call 02 94527575
Expertise Events Unit 4/1 Skyline Place, Frenchs Forest NSW 2086 |
 |
|
|
