Are Trade Show Customers Too Nice?
David Buck
| Time Management Expert | Revenue Catalyst | Driving Success through Strategic Planning & Execution | Author of "The Time-Optimized Life" |
It is trade show season when sales representatives across a variety of industries head out and begin the year pitching their products and programs to clients and prospects.
At a recent trade show during a slow time, I struck up a conversation with another vendor “neighbor”. His company is located in Europe and they began an expansion into North America a couple of years ago. In the course of our conversation, I asked him, “What is the biggest difference between selling in the U.S. versus Europe?” With a hint of exasperation he said, “It would take me an hour to explain to you.” I pressed him for an explanation. Finally, after thinking it over and choosing his words carefully he stated, “In the United States, you are too nice.” He said it with no joy or humor, he was deadly serious.
He went on further to explain that he needs to prepare his sales team when they come to the U.S. not to get too excited or to have unrealistic expectations. In Europe, according to this manager, the sales steps are much more direct. His customers and prospects very early in the sales process provide direct and candid feedback. My trade show neighbor said he knows quickly if he has a sale when he is back home. However, in the United States clients and prospects are much nicer, listen to the presentation and tell him how much they like the product. Conversely, they never respond and never engage in any follow-up, the sale is never closed.
There is so much to this scenario that can be tied to cultural differences, product offering and attitude. On the other hand, spend anytime in sales and you have been the victim of the “too nice” customer.
So as tens of thousands of sales people strive to retain, enhance and grow their client base – here are 5 opportunities to avoid the “too nice” trap at conventions.
- Watch body language. There are verbal and nonverbal signals. What makes trade show selling so difficult is the short amount of time you have to recognize the attitude of the passerby. How The Best Salespeople Read Body Language is a great article introducing nonverbal opportunities.
- Know your product or service and practice before you attend. I actually am guilty of this mistake at my first show in 2020. As a result, my initial few pitches were uncomfortable and awkward. Plus, it offered me no time to observe body language.
- Ask a “purpose” question. At my last exhibition, I landed on, “What are you trying to accomplish with your product selection here at this show?”
- Establish a “looker item.” When someone answers you with, “I am just looking.” Be prepared with something about your service or a particular product that keeps the conversation going.
- Test the “Yes.” In his book Never Split the Difference, Chris Voss presses to determine if the “Yes” is real or counterfeit. “Test it with the Rule of Three: use calibrated questions, summaries, and labels to get your counterpart to reaffirm their agreement at least three times. It is really hard to repeatedly lie or fake conviction.”
Depending on the trade show you attend, you might network with hundreds of people. In that short time of interaction, make the most of it – identify that “too nice” customer, find your most efficient method to convert or move on. If you do your job, you’ll have plenty of follow-up to do with “real” customers.
Brand Strategy & Content Design | "Show-and-Tell" your point of view
3 年?? Love your thinking on this! These five points get to the bottom of the tricky sales psychology we'll have to brush up on as we return to in-person events. The "looker" item is anew one for me.
Certified SCORE Mentor, Actor, Retired Founder, President & CEO. Creator, Innovator, Team & Market Builder
4 年Dave, as a 30 year veteran of trade shows, I liked your post a great deal. Many sales people simply don’t have the knowledge of how to “read” a prospect and lead them toward closing a sale. It would have been so helpful to know these guidelines in the early days of my career. I’d like to add to your post by commenting that there are two distinctly different goals for salespeople at trade shows. The first is well covered by your post; Qualify clients and close a sale. The second, which we used successfully with our publisher clients, is to build relationships by educating the potential client about what you can do for them, and gather contacts for follow up. Trade show visitors are often gathering information on products and vendors. They probably have a budget and will not spend it until they have seen all the offerings at the show. Or, as with our product, they have a future need, with no immediate purchasing intention. If they like your product/service AND they like you, they’ll be back to buy. If not at the show, they’ll certainly be receptive to your prompt sales call where you will have the time to explore their needs and demonstrate how you can exceed their expectations and close the deal.
Buyer at Hobby Lobby
4 年Many reps never ask “Is this a product you think would work in your store?” A buyer may “like” something or say something positive about a product to be nice but I can’t imagine giving a “false positive” to a question like that. The added benefit would be the answer you get may create another opening.