Sales with a Personal Touch
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MiaLena Designs
ust as the Expo floor can be intimidating for buyers, it can also be daunting for
exhibitors. First-time exhibitor, Marybeth Johnson, owner of MiaLena Designs
located in Oro Valley, Arizona, found that a hands-on approach worked well
versus pushing sales. By sharing stories with potential clients while creating her
jewelry designs on-site, she formed friendships and business relationships while
educating potential clients about her jewelry.
Lisa Polley, the director of Education & Business Development for Jurlique, located in
Mount Barker, SA, Australia, agrees about using a personal approach when speaking to
prospects. Ask questions about the business and discover the client’s needs, and then offer
ways to fulfill those needs. Get the client to interact with the product by introducing them
to samples or product testers. Offering product demonstrations can help to make the client
feel engaged and not just “sold to.” When setting up sales packages, consider offering a
start-up package along with a full package rather than opening with a high minimum price.
Combine this with sharing examples of previous client success stories to help to reduce
buyer hesitation and, in the process, drive sales.
It’s hard to do business as an exhibitor without having a few essential resources on
hand. Be sure to have plenty of prospecting kits and company literature present to hand out
to attendees. Additionally, have a calendar ready to book follow-up meetings on the spot
as well as an ample amount of business cards. Laptops, iPads or Tablets can be useful for
logging notes regarding each potential client that you spoke with and recording their individual product needs and tentative orders. Beyond having company literature and
electronics, use your booth space as a means to promote your brand and stand out among
other exhibitors. Bring the brand to life and connect its culture with its message in a visual
way with the use of props, images and sounds.
As an exhibitor, post-Conference is your chance to solidify new clients and drive sales.
Follow-up communication efforts are a “must.” Send personalized thank-you emails or
notes and attach price lists including all contact information, in addition to making phone
calls to set up a future meeting time. ■
Pre-Conference Tips for First-time Exhibitors
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Research past ISPA Expo photos to see other vendors’ booth designs.
Set up a time for your company’s marketing, sales and education teams to meet and determine the
focus for the show.
Create a timeline that your staff can use to work backwards from the show date to identify all tasks
that need to be completed and developed, ranging from booth props and visuals to the marketing
and educational materials.
Prior to Conference, consider sending out customized emails, making phone calls, sending VIP invitation
kits, and bounce-back cards to encourage attendees to visit your booth while on the Expo floor.
36 PULSE
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July 2012