Do you believe the reviews you read on Amazon, Yelp and other sites? Do you believe written or video testimonials from businesses? How much to they weigh in your decision making?
Do you trust Reviews?
When I was looking for a place to buy tires, and friend recommended that I check out Yelp.com to see what people had to say about the local tire stores in the area. The reviews were rated well so I gave them a try.
Do you believe the reviews you read on Amazon, Yelp and other sites? Do you believe written or video testimonials from businesses? How much to they weigh in your decision making?
Do you believe the reviews you read on Amazon, Yelp and other sites? Do you believe written or video testimonials from businesses? How much to they weigh in your decision making?
 |
| Ruth Failer and Karen Voelkening-Behegan |
Hi Ruth,
I'm just writing to thank you for your wonderful presentation last night.
Our group really enjoyed it, and we all benefited from role-playing exercises and examples you gave us. The lessons we learned will come in very handy for our non-profit, educational organization. Proper questioning and listening techniques are such important communication skills, that it's essential to bring them to everyone's attention.
I hope you enjoyed speaking as much as we enjoyed having you. The way you handled the different unexpected situations that came up was very professional, and I could tell that your presentation was based on a lot of hard work and experience. I will definitely pass on referrals to you whenever I have a chance.
We really appreciate what you did for us, and as the leader of the group, I can gratefully rest assured that your "students" from last night are now in a much better position to properly deliver the message of our organization.
Thank you so much!
Sincerely,
Karen Voelkening-Behegan
Pasadena CA Chapter Leader
Weston A. Price Foundation
For more information on the Weston A. Price Foundation, go to:
What others had to say about the communication skills workshop:
Extend an Invitation to Your Customers
In a consultation meeting with a client the other day, I was asked why I so strongly recommend she invite her existing customers to the show if she was already doing business with them. She corresponded with her customers on a regular basis and they knew how to get in touch with her if they needed anything. When business managers are trying to spend less money, do less printing, use less energy and maximize return on trade show investment, does it really make sense to add customers you've already won over to the list of prospects you want to attract to the show?
In my answer I asked if she had ever had an extremely satisfied customer stop by her booth to say hello and talk about the virtues of her product. She said yes, and then remembered that a prospect overheard the conversation and became very interested. This kind of on-the-spot word of mouth is some of the best advertising you can get. We then discussed some other great reasons existing customers should always be invited to any show where you plan to have a presence:
- To show them other items they might be interested in that they haven’t already purchased.
- To enlist their help in showing the benefits of your product to any friends or associates they might bring with them.
- To keep your booth active so that others passing by will want to come in and find out what’s going on.
- To keep you and your products at the tops of your customers' minds. They might even tweet about you from your booth.
- To entertain and build a relationship with customers after the show.
When you've built a relationship with the customer, you will find it is much easier to recommend additional products to existing customers than to begin the sales process with a new prospect. Customers are more apt to open up and tell you about their needs when they feel comfortable and have met/spoken with you a few times. A trade show is a great place to continue building rapport with your customers. Remember to add them to your pre-show marketing data base.
According to CEIR 2007 /data: On average, 34% of visitors at exhibitions qualify as “Net Promoters.” This means that they are likely to recommend a product or a particular brand showcased at an exhibition. (CEIR- Center For Exhibition Industry Research)
Sounds like another great reason to invite your existing customers to the show- they just might recommend your products and services to others!
In my answer I asked if she had ever had an extremely satisfied customer stop by her booth to say hello and talk about the virtues of her product. She said yes, and then remembered that a prospect overheard the conversation and became very interested. This kind of on-the-spot word of mouth is some of the best advertising you can get. We then discussed some other great reasons existing customers should always be invited to any show where you plan to have a presence:
- To show them other items they might be interested in that they haven’t already purchased.
- To enlist their help in showing the benefits of your product to any friends or associates they might bring with them.
- To keep your booth active so that others passing by will want to come in and find out what’s going on.
- To keep you and your products at the tops of your customers' minds. They might even tweet about you from your booth.
- To entertain and build a relationship with customers after the show.
When you've built a relationship with the customer, you will find it is much easier to recommend additional products to existing customers than to begin the sales process with a new prospect. Customers are more apt to open up and tell you about their needs when they feel comfortable and have met/spoken with you a few times. A trade show is a great place to continue building rapport with your customers. Remember to add them to your pre-show marketing data base.
According to CEIR 2007 /data: On average, 34% of visitors at exhibitions qualify as “Net Promoters.” This means that they are likely to recommend a product or a particular brand showcased at an exhibition. (CEIR- Center For Exhibition Industry Research)
Sounds like another great reason to invite your existing customers to the show- they just might recommend your products and services to others!
Close-ended Questions: Yes or No? Should you answer a close-ended question with a one- to two-word answer, or is it an opportunity to clarify and explain with a mega-minute explanation?
In our scenario, the prospect asks a series of questions at various exhibits in order to find the best products, services and associates for their business. With feet getting tired and belly rumbling, the potential customer has narrowed his choices down to two. The questions are more specific, requiring a yes or no answer. The booth staff salesperson, however, wants to capture the interested person and rambles on and on instead of giving the “yes” or “no” short answer. Head swimming, the potential customer leaves to see if a more direct answer is with the other and hopefully final company.
Keep the answer short when the question calls for it. If you are a sales representative, teacher, or trainer, you may have to practice this. At a meeting filled with trainers, we found it very difficult to do. Make eye contact with the person asking the questions, watch their body language and be aware of their reactions to your conversation. No one ever complained that the salesperson didn’t talk enough.
I would love hear what you think...
contact Ruth to get booth staff ready for their next show tel: 626-254-9369
email: ruth@BestTipsOfTheTrade.com
Learn from Successful Businesses
 |
| Ruth Failer |
Do you research your competitors to make adjustments in your business? Consider comparing to businesses unlike yours to inspire you to build a better company. Let’s take a look at the sixth in FORTUNE MAGAZINE’s “100 Best Companies To Work For” 2011. Zappos (Zappos.com) does all of their business online with a fabulous team of call center employees. So how is it that we can compare the Zappos culture and core values to your company and your preparation for trade shows?
According to Jamie Naughton, Speaker of the House for Zappos, there are many steps Zappos takes to be different from the average company. Three of their seven steps to building their brand can be applied to building a trade show plan: Build Your Team, Build Relationships, and Think Long Term.
#1 Build Relationships – Zappos requires their employees to be interested in their customers, rather than trying to be interesting to them. The relationship between employee and customer is more important than making an immediate sale.
For us at a trade show, when interacting with potential customers, we must listen to their needs and interests, rather than trying to be “cute” and taking over the conversation. If we build the relationship and the rapport, the sale will follow. Chances are very good the customer will be loyal and continue long after the show to do business with you. They are also more apt to refer more customers.
#2 Build Your Team - Zappos hires slowly and fires quickly. Every new hire goes through a six week training program: 5 weeks of culture, core values, customer service, and warehouse training for everyone in their main office.
Build your booth staff team. Help them to understand your show objectives, and the benefits your products and services have for your customer. Train them on the importance of staying in touch with all potential and existing customers.
#3 Think Long Term- Excellent customer service is mandatory. Zappos is understood as a service company that happens to sell clothing, handbags, shoes, accessories, and housewares. 75% of Zappos’ daily business is with repeat customers.
Trade shows are only for a few days, so empower your booth staff to answer questions, and represent your company and you. What happens at the show should not stay at the show; follow up to bring in future sales.
Shake up your industry by applying this top company’s successful practices to your business model. Building relationships, building your team and thinking long term give your booth staff the tools to bring your company culture and customer service attitude to the show.
Visit www.BestTipsOfTheTrade.com/services or email Ruth to schedule a time to get your booth staff ready for their next show.
Trade Show Tip: Create An Experience
 |
Trade show in Indianapolis, just weeks before the Indy 500 Race. |
Create an experience for potential customers entering your booth so when they leave, they will look forward to hearing from you.
- Build the expectation before the trade show
- Create a theme in your booth
- Train booth staff on trade show objectives
- Follow through with all promises
- Initiate follow-up plan
If you are looking for a speaker at your association meeting, religious organization, or before your next trade show, call on Ruth Failer to assist vendors and exhibitors with preparation strategies to bring more attendees to their booth and your show.
5 Steps for a Busier Booth
With over 90,000 attendees at the NAMM show you would think all booths would be busy. I am sure that is what everyone thought. If you think your next show will be busy do you cut back on your marketing? Do you spend less time with your booth staff discussing objectives and goals?
Busy, as well as less frequented shows call for serious measures. If most booths at the show are busy and prospects are walking the aisles your booth should be busy as well.
Busy, as well as less frequented shows call for serious measures. If most booths at the show are busy and prospects are walking the aisles your booth should be busy as well.
- Evaluate your show goals and objectives
- Get input and buy-in from your booth representatives
- Practice good boothmanship
- Be sure your booth reflects the culture of the show
- Invite prospects and customers to your booth with pre-show marketing
More Attendees and More Exhibitors at NAMM
NAMM.org reports:
Carlsbad, CA, January 17, 2011—The National Association of Music Merchants (NAMM) today announced the final registration and exhibitor numbers for the 2011 NAMM Show, the largest and longest-running musical instruments and products trade show in the United States.
At show close, NAMM reported 90,114 registered attendees, a three percent increase from last year and representing a new attendance record for the 109-year-old show. International registration also experienced a two percent increase from last year to 10,400. Another sign of economic recovery in the industry, the association reported 1,417 exhibitors at this year’s show, including 247 new exhibitors.
I would love to ask the exhibitors what it was like to exhibit at a show that had an increase in attendance over last year. Did they market to capture the new attendees walking the show? Did they change their booth to reflect new products or services? An extra 247 exhibitors exhibited for the first time at the NAMM show in 2011. With more competition, did the exhibitors step up their game and focus on prospects and customers?
You won’t believe what I saw….
All of this week I will be posting NAMM reports- check back.
Booth Staff Training Increases Your ROI
Trade show staff spends hours and days standing in a booth, sometimes wishing they were somewhere else. It is easy for them to fall into bad habits; talking or texting on their cell phone, eating in the booth, rattling the change in their pockets, or pacing the edge of the booth like an armed guard keeping people out.
Show your staff how important it is to represent your company. Guide them in the best ways to avoid boredom. Motivate them with goals not only for themselves but for the whole team. If they have heard it all before from you, maybe it is time to bring in an expert to inform, encourage and get them to think differently. Booth staff training has been around for a long time, yet it seems only the big companies are taking advantage of it. Why would large companies that everyone recognizes bother to spend the time and money to gather reps from all over to attend training sessions? Because it is that important!
Don’t spend money on another show without investing in your booth team. It is their job to make your company money. Provide them with the tools to increase your return on investment.
Be sure they are experts in:
Boothmanship
Qualifying their potential customers
Following up on qualified leads
If you have questions about bringing your booth and sales support staff up to your standards, contact me immediately. My schedule fills up quickly and I need advance notice to fit you in.
Show your staff how important it is to represent your company. Guide them in the best ways to avoid boredom. Motivate them with goals not only for themselves but for the whole team. If they have heard it all before from you, maybe it is time to bring in an expert to inform, encourage and get them to think differently. Booth staff training has been around for a long time, yet it seems only the big companies are taking advantage of it. Why would large companies that everyone recognizes bother to spend the time and money to gather reps from all over to attend training sessions? Because it is that important!
Don’t spend money on another show without investing in your booth team. It is their job to make your company money. Provide them with the tools to increase your return on investment.
Be sure they are experts in:
Boothmanship
Qualifying their potential customers
Following up on qualified leads
If you have questions about bringing your booth and sales support staff up to your standards, contact me immediately. My schedule fills up quickly and I need advance notice to fit you in.
Subscribe to:
Posts (Atom)
Posts
