Like most middle aged grumpy men I hate shopping. So on those very rare occasions when my wife manages to drag me out to purchase an item that needs a “joint decision”, I want to make it quick and easy. I’m very busy so I haven’t got the time or patience to go into shop after shop looking at televisions or laptops. I want to speak to an expert who knows the products inside out, someone who understands my requirement and somebody who can explain the options available to help me make my purchasing decisions.
But how often do we get the customer service, sales skills and product knowledge we deserve in the high street?
We have the same expectations at exhibitions. The only difference is that here potential customers have gone to a great deal of trouble and expense to attend, in order to find new suppliers and place orders!
A few months ago, with colleagues, I visited ‘EuroShop’ in Dusseldorf Germany. Billed as Europe’s largest exhibition relating to the exhibition, POS and shop fitting industry, this is the place where you would expect to find new products, design inspiration and the latest fashions and trends within our industry. This triennial event is where we meet up with old friends, exchange stories about the industry and reminisce over an Alt beer in Old Town, Dusseldorf.
Our mission was to source 200m2 of modular flooring to increase our hire stock, see what was new in display lighting and to find new products that would be of interest to our customers.
At the end of the first day we met up to compare notes. It was quite clear that we were all experiencing similar problems with the lack of sales skills and basic product knowledge of the exhibitors. What worried us most was the fact that these companies were from the exhibition industry so if they didn’t know how to man an exhibition stand or speak to potential customers then what chance would somebody outside of the industry have?
Some of the basic non-technical questions we asked, which went unanswered were –
But how often do we get the customer service, sales skills and product knowledge we deserve in the high street?
We have the same expectations at exhibitions. The only difference is that here potential customers have gone to a great deal of trouble and expense to attend, in order to find new suppliers and place orders!
A few months ago, with colleagues, I visited ‘EuroShop’ in Dusseldorf Germany. Billed as Europe’s largest exhibition relating to the exhibition, POS and shop fitting industry, this is the place where you would expect to find new products, design inspiration and the latest fashions and trends within our industry. This triennial event is where we meet up with old friends, exchange stories about the industry and reminisce over an Alt beer in Old Town, Dusseldorf.
Our mission was to source 200m2 of modular flooring to increase our hire stock, see what was new in display lighting and to find new products that would be of interest to our customers.
At the end of the first day we met up to compare notes. It was quite clear that we were all experiencing similar problems with the lack of sales skills and basic product knowledge of the exhibitors. What worried us most was the fact that these companies were from the exhibition industry so if they didn’t know how to man an exhibition stand or speak to potential customers then what chance would somebody outside of the industry have?
Some of the basic non-technical questions we asked, which went unanswered were –
- Is this product in stock?
- Do you have UK distributors?
- Would there be a discount on 1,000 units?
- Is this the only colour you have?
- How much does it cost?
- What is the lead time?
- Do you have a brochure?
To make matters worse, when we saw exhibitors who did explain their products in great detail and answered all of our questions, they forgot to ask for our business cards or scan in our badge details!
So if you are involved in organising your company’s exhibition programme and your sales team returns from a show and says “Exhibitions are a waste of time” make sure you qualify what they mean!
A fantastic stand alone is not a guarantee of success.
The value of face to face selling at exhibitions is well documented, so in these testing times, where we all have fewer customers with less money to spend, it is imperative that we plan ahead and train our stand personnel to work harder and smarter than our competitors.
So if you are involved in organising your company’s exhibition programme and your sales team returns from a show and says “Exhibitions are a waste of time” make sure you qualify what they mean!
A fantastic stand alone is not a guarantee of success.
The value of face to face selling at exhibitions is well documented, so in these testing times, where we all have fewer customers with less money to spend, it is imperative that we plan ahead and train our stand personnel to work harder and smarter than our competitors.
The following are a few useful tips that might make the difference and help you realise the true potential of exhibiting.
- Agree your business objectives before the show and share with staff.
- List the sorts of questions you are likely to be asked by your customers and make sure all staff know the answers or where to find them.
- Set daily targets for each person manning the stand and measure their performance.
- Give staff incentives to encourage activity and accuracy.
Data collection has never been easier. The latest technology is excellent, but there may be some limitations, so the good old enquiry pad can always help you add that important extra detail about the lead.
But however you do it – do it! There is nothing worse for a customer, who has spent half an hour on the stand explaining his requirement, than receiving a telephone call a week later asking him what he was interested in.
More tips on exhibiting
But however you do it – do it! There is nothing worse for a customer, who has spent half an hour on the stand explaining his requirement, than receiving a telephone call a week later asking him what he was interested in.
More tips on exhibiting
Peter Bowen
C.E.O.
Access Displays Ltd
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