Major-market winter shows will hit full throttle this week with openings in Boston, Chicago and Atlanta, and many more will follow through mid-March. So tips and reminders can be helpful for any exhibitor. Here are 10 random ideas worth consideration by the sales and set-up teams (see last Thursday’s Dealer Outlook for other tips):
1. MMFI It’s what every prospect and customer wants: Make me feel important. It’s also a salesperson’s key to success. So as you approach a visitor entering the display, job No. 1 is to make them feel welcomed and important. And physical cues play as big a role as things you say. For example, never approach anyone with your arms folded or hands in pockets. Get a name as fast as possible and use it, because everyone feels more important when they hear their name. And be sure you name tag is large and clear and easy to read.
2. Look for photo ops Everyone loves to be in a picture, especially with something they’ve just purchased or are seriously considering buying. Obviously, with today’s cellphones, pictures are easier than ever to put in play. A picture of the family in their new boat is obvious. It also unconsciously confirms their purchase and helps prevent buyer’s remorse. It should also be posted on a “happy customer” board at the show. Moreover, a photo can also play a role in closing a deal. Let’s say a salesperson has a prospect who just isn’t willing to commit on that day; take a photo of the prospect in the boat or, if they decline, shoot one of the boat and email or text it to them. Or keep a printer in the booth and give them an actual photograph. No matter what, a photo treats them in a special way.
3. Giveaways A giveaway will resonate with clients, especially if the recipient can carry the item around the show with your name boldly printed on it, like a literature bag or a self-adhesive “boarding pass button” they’ll likely forget to remove after leaving your exhibit. Or how about a “good as cash” button or coupon they can use when paying a service invoice or purchasing something in the accessory department back at the dealership. Make the coupon worth something significant, keeping in mind that only a small percentage of coupons are ever used.
4. Hold a review every day Some things work, and some bomb. Either at closing or just before daily opening, review the exhibit performance with the team and make changes if possible. Many people believe that once the exhibit is set up, show management prohibits changes. That’s rarely true. Good show managers understand that the exhibitor’s success is the top priority and will help any reasonable request if it means more sales for that exhibitor. Changing something physical or some method of operation during the show may take extra effort or seem disruptive, but it may also mean an immediate payoff.
5. The three T’s Training, training and training are critical to real success. In show after show, the most successful exhibitors are the ones who have sales training leading up to the show, as well as quick reviews before show opening each day. Every dealer can offer shiny new boats, good warranties and incentivized interest rates, so why would your team be better? Because your team gets the three T’s for a few minutes each day, briefly reviewing sales techniques and the specials being offered or changed to compete. Don’t ever forget to reiterate what makes the dealership and its attention to its customers different. And never fail to hit the key point that everyone on the sales team must be ready to be a critical player, because no one can know in advance when they may be able to make the big score that decides the game.
6. Ignore the women We know most potential buyers are men, right? Dead wrong. Perhaps in years past it was correct to assume the men walking into the exhibit were the prime prospects. In today’s marketplace, a woman can easily be number one. After all, there are more women than ever owning businesses, holding top corporate posts and being one of the two wage-earners in the household. It makes a woman’s interest as important as the man’s, and there’s no question lots of women like boating. In fact, women will gravitate to family-oriented activities faster than men, so not indicating women are a priority can be a kiss of death for sales.
7. More about women Understand the woman’s role. For example, before the show opens, the sales team should take time to review the products from a woman’s viewpoint while keeping in mind relevant facts a salesperson should seek to learn about any female prospect. Would she be the primary user or owner? If it’s a couple, will she expect to run the boat? As first mate, what are important things to her — such as a deep cockpit for safety or wide side decks to easily reach the foredeck. How about wide steps down into the cabin or up to the flybridge? Finally, women are generally more practical than men. If cost is an issue — and it often is with women — the sales team should be prepared to point out what might be optional or eliminated to reduce costs to a level she’ll accept. And studies show women are much more willing to do business with someone they perceive as forthright and genuinely concerned about they’re concerns.
8. Perception is everything According to research by the Center for the Exhibition Industry, a whopping 80% of an attendee’s reaction to your exhibit and products is based on their perception of the people manning the display. Fair or not, we all make immediate judgements about people based solely on their appearance. Here are five things the team must do to make an immediate favorable impression:
• Always look clean and fresh.
• Stand tall, hands at sides, project enthusiasm and confidence, and look like you’re glad to be there.
• Eye contact is important to acknowledge a visitor’s presence, and include a smile as you move toward them
• It’s a fact — smiling improves the tone of your voice, and you’ll sell better with a smile. AT&T proved it when they required their telemarketers to look at a mirror and smile during calls. Sales rose 30%.
• Visitors are 76% more open and receptive to someone who shakes hands with them, and twice as likely to remember the one who did, according to the Incomm Center for Trade Show Research.
9. More than a card If you want to make your business card something a serious prospect will keep, write a special offer on the back. For example, a 10% discount on an in-store accessory purchase, a free oil change, a no-obligation demo ride — use some imagination. Be sure to initial it on the back and tell them that your initials validate the offer back at the dealership.
10. Selling is much tougher The show environment is crowded, noisy and distracting, and you’re not in the comfy confines of your showroom. On a good day in the store, the sales team may interact with 10 prospects. But at the show, they might face 15 to 20 an hour. There are no visitor distractions in the showroom, but plenty are vying for their attention at the show. And, of course, there are no competitors in the showroom.
Bottom line: Working a show is intense, and any sales team that isn’t mentally and physically prepared simply won’t get the job done.
