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Looking Beyond the Trade Show Display: How to Turn a 'No' Into Profits at a Trade Show
By: Chris Harmen

Regardless of what a business has to offer, or how good that offer is, the word 'no' is a common word that's heard in any industry. Many often think that it must be their attractions or trade show display. But, as any good salesman will say: 'no' doesn't always mean 'no'. In fact, most times, it simply means the customer doesn't have enough information or feel confidently enough about the product, service, or company to commit the money. This means some fast, fancy footwork is needed to turn that 'no' into cold, hard cash.

Focus On Value And Unique Selling Points

One of the most common reasons potential customers say 'no' is because they don't fully understand how a product or service benefits them, or how it will make their life faster, easier, simpler or more luxurious. This is where powerful, positive words come in. Forget about talking features and options. Instead, describe the benefits of a particular product, service, or feature and relate it directly to the customer by using situations they can relate to.

For example, if your product is a new type of vacuum cleaner, and the target audience is a housewife, talk about the difficulties of maneuvering competing vacuum cleaners around toys and furniture. Then, discuss how easy this model will make the job. 'It's like moving air.'

Be Confidently Persistent, But Not Annoying

Using the same trade show display repeatedly isn't a good idea, so why would repeating the same pitch be effective? In fact, it's annoying and results in more lost sales than profits. Instead, work around the original pitch by simply being open and easy to connect with. As the conversation progresses, the customer will begin to feel more at-home in the situation. The more comfortable they are, the more suggestible they are and the more likely they are to buy. In short, use a different angle.

Confidence is a big one for anyone in sales. After all, if the person selling the items isn't confident in the company or what it offers, how can the customer? After the seller hears the word 'no' is when this confidence level is often at its lowest point, and this is when the seller needs to be on his or her toes. If confidence is lost at this point, there is no recovery. Keep the positive thinking high, avoid those awkward moments, and turn that 'no' into a sale.

Follow AIDA To Prevent Hearing 'No'

Sometimes, the loss of a sale has nothing to do with the trade show display or even the product offering. AIDA is a famous, highly effective acronym used in marketing, which stands for Attention, Interest, Desire, and Action. Each of these stands for a specific mindset the customer undergoes during the process, and so long as these happen in order, the sale is all but guaranteed.

Incorporate this principle into the trade show display and other elements, and the sale becomes even faster and more profitable. This is particularly important when using a trade show to generate income because everything happens very quickly; there's no room for mistakes!

In the end, businesses can have the best trade show display, graphics, and brochures, but if their game plan isn't refined when dealing with the customer, the sales and ROI just isn't going to be there.

Article Source: http://www.wemakemoneyonline.com/articles

Chris Harmen writes for Skyline Canada, who has 10 locations offering the best Canada trade show displays at an affordable price. With a variety of styles, sizes, and types of trade show displays, Canada business can access everything they need for their exhibition booths from one convenient location.

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