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When its duh? time at trade show - 3 a small amount words save the day - sales-management


TIME, MONEY, HASSLE - You can make a sale on one of the Three Hardly Words, but when you sell on two of the three, you'll have a very loyal client.

You've have effect guidance and sales training, you reviewed your company's web site and literature, you understand the demonstrations, and the marketing ideas behind the exhibit design. You're ready for the show.

But now you're continuance in the booth and it's Duh? time. You can rattle off the skin tone and benefits, but what does the person eminence in front of you want to know?

It can be boiled down to three barely words - Time, Money, Hassle.

They want you to save them time, accusation less money and cut the hassle. Actually, it's what we all want when we shop ourselves, whether for banking or broccoli, wine or widgets. For illustration - We pay for chopped but bagged lettuce at the grocery store. Saves us money? No, costs a lot more than a head of lettuce, but it saves time and hassle for the reason that we don't have to chop it. Go by means of the whole lot you buy and you'll find an example.

You can make a sale on one of the Three Hardly Words, but when you sell on two of the three, you'll have a very loyal client.

Frame your break commentary about these three words and you'll get people's attention. Don't make them ask the questions - be ready to find which of these words is most important to them and match your presentation to their concerns.

TIME - We all want time, more time, and trade shows are a time problem. It is compressed - there are only so many hours the show is open, so few hours to walk the aisles and minutes to stop at a booth. Conversations are brief, listening skills are artificial and you'll never have a sufficient amount time to go because of the gentle sales call process.

Here are 10 effects associates want to know about your company and Time:

1. What's your order-to-shipment time?

2. How long for custom information and modifications?

3. How long is conceive time?

4. Do you stock all I need, or do I have to wait for parts?

5. When will a salesman call on me?

6. How long does it take to learn?

7. How long does it take to teach someone?

8. What education equipment and associates are provided?

9. How long does it take to put together?

10. How long will it last?

MONEY - Money is important, and economy money in tight times is critical, but bring to mind that clear of pure coin is value. Value is what you be supposed to sell. The austere classification is Value = Price + Performance. We all have a little in the closet or the garage that we were sold on price alone, and we feel cheated.

Here are 10 equipment ancestors want to know about your company and Money:

1. How much is it?

2. What's my discount?

3. Do you take belief cards?

4. Will you finance this?

5. What are your payment terms?

6. What's your guarantee?

7. What's my pay back?

8. Why are you privileged (lower) than your competitor?

9. Do I have to pay for modifications?

10. What's the best deal you can give me?

HASSLE - If time is money, hassle is both time and money. If you save $500 when you buy, but it costs $1,000 in staff time to get a catch solved, was that a good deal? Of course not. These are the days of push-the-phone-button customer service, of voice mail hell with no live people, of cutbacks in staff who provided the corporate reminiscence of how things actually work, and increasingly of look on the web site. (Note - are you aware that more firms are accumulation a toll free number to help you find what you can't find on their web site? But you have to go to their site and read the small print to get the number!)

Here's are 10 effects citizens want to know about your company and Hassle:

1. What are the most communal troubles with your product?

2. How do you solve those problems?

3. Have you ever called your own patron assistance department?

4. Are you 24/7/365?

5. How long does it take to get parts?

6. Who does the get working again and how long does it take?

7. What's the assure process?

8. Who handles my bill and what happens when she leaves?

9. What happens if you merge or go out of business?

10. What if it just doesn't work for us?

We all have true stories about client assistance and the time-money-hassle factors. Here are a few of mine.

1. I desired a toner cartridge for an old and faithful printer. The local provisions didn't carry it and didn't want to elite order it, so I called the 800 amount of a attach in the administrative center supply big business for the reason that I had a 15% coupon. It took one hour of call waiting, read-through and as a final point my item was found! It could not be sent to the store so I could use the voucher and save the freight, but had to be sent to me directly. Now I'm on their mailing list and accept a catalogue every week. What a waste, but I've been told it's too awkward to take me off the mailing list. Is this my beloved store? Used to be. Not any more.

2. There are lots of ISP tales. Two years ago when the big one bought my barely one, I had 13 days of intermittent ceremony while they merged. This year, they misused "something" (their term) and I could collect mail but not send it. I spoke with 11 ancestors over the avenue of a week, a total of 14 hours. I heard lots of music, lots of "what have you done?" and "let's just start all over". I spoke with supervisors, tech support and marketing. Finally, I found a new kid, who said, "Oh, yeah, we misrepresented something. There, it's all fixed. " Without billing them for my time, I be included this one encounter cost the ISP five times what I pay in yearly advantage fees. Will I stay with them. Yes, since I'm fearful the next assistance will be worse.

3. Since I litter to do affair with colonize who know less about their business than I do, I often ask to speak to a supervisor. Now, I keep pad and paper at any time I make a call, and ask for name and extension. Contemporary responses - all true!

* There is no supervisor.

* They can't take incoming calls. Leave a name and come to and they'll get back to you in 3 days.

* 20 notes of music, then disconnect.

* Just disconnect.

* Call buyer service. One hour of disagreement and being passed along via long land patterns. We can't, never have and/or junk to solve your problem. Hang up, call same number. Badly behaved solved in two minutes.

* Voice mail hell with no decision to speak to a real person.

* Web sites lacking real addresses or phone numbers. Contact us is an e-mail attend to which never responds.

Be Brief. Start your banter with "(My Company) can save your circle (time, money, hassle) and we aid our customers. "

Do buyer advantage tribulations act at trade shows? Occasionally. Do they come about after shows? All the time. The more you can delimit Time, Money and Hassle for your clients and prospects, the more profitable all and sundry will be.

Julia O'Connor
Speaker, Author, Consultant
Expert in the Psychology of the Trade Show Environment
Trade Show Training, Inc.
PO Box 17155, Richmond VA 23226
http://www. TradeShowTraining. com

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