WOULD YOU LIKE FRIES WITH THAT?
If you have ever been to a famous fast-food outlet and been asked “would you like fries with that?” or “would you like to up-size?” – think about how many times you actually do go along with it! If you haven’t, don’t go for the food as such – but do go for the experience.
It’s pure selling and it’s done by staff who could be your own son or daughter. My point is they are not necessarily highly skilled salespeople with years of selling experience behind them.
This sell is termed ‘suggestive selling’ and it is the practice of offering a little add-on which floats straight to your bottom line each time someone purchases from you – and an exhibition environment is ripe for employing this tactic. Really, it’s such a simple concept, it should form part of our everyday sell.
Using this tactic is all about asking the right questions, which – as I have covered before – is the foundation of the relationship and the up-sell. You cannot afford to have staff on your stand that don’t engage and won’t ask these questions. The whole value proposition of fast food companies is they place the customer experience at the core of all they do; customers are the reason they exist. Everything they do underpins this value. When you’re at an exhibition along with your competitors this needs to form part of your thinking and training as it also is the foundation for the up sell.
To make the most of this method and have truly effective ‘stand interactions’, you just need to follow the following Four Steps.
1. The right FIRST impression – ENGAGING
People buy based on relationships and trust. From the moment your staff open their mouths with that first word, they are creating a chemistry that builds confidence in them, your products/service and the company.
Research has shown that 55% of communication is based on appearance. Dressing for success was covered in the August tips and it may be handy to refer back to them.
The point of the stat above is that customers’ behaviour is influenced by the initial impression your staff make. If you default to the fast food companies, they all abide by this because:
- They have uniforms which have to be clean and pressed every time they start a shift
- They set specific standards for personal grooming
- They all wear a name badge high up with their first name so that you can strike up a direct conversation by name if you choose. (They also use this to reward staff who are acknowledged for good service.) At a trade show, if the visitor has a name badge, greet them by name – but don’t overdo it or it sounds insincere
- They greet you with a smile and “how are you?” all the time .Research shows that 38% of communication is by tone so a warm smile as we speak hits the mark. A sincere and positive attitude becomes infectious
- They don’t allow staff in public view to slouch, read or sit – they are always ready to serve
- You will never see them eating or drinking in the kitchen serving areas. Exhibitors should never eat or drink on their stand in front of visitors
- They don’t dive in and push things at the customer; they are attentive and patient, and make them feel they are there to serve them rather than SELL to them
So, the first step is to connect with them – not terrorise them. This first part is what builds the strong foundation for the relationship, and this alone could change the business you write.
2. CONTACT – the MEET ‘n’ GREET
The success of suggestive selling is being able to connect with the customer by acknowledging them as soon as you make contact with them. This needs to happen as soon as they walk up to your stand. Well prepared staff should be ready to meet-and-greet every customer while making eye contact and maintaining it.
These two actions – the ‘greet’ together with eye contact – sends a message that you are there to serve their needs. Remember the greet needs to be open-ended; don’t lead with “can I help you?” as if they say “no” you have no-where to go. Use “how are you today?”, “how’s the weather outside?” or “have you seen this xxxx lecture?”
In an exhibition environment, you may be mid-stream with a demonstration or presentation and this normally draws other visitors in. However, it’s important that you acknowledge them without diverting your attention from the customer you started with. A brief nod or smile in the newcomers’ direction is sufficient, perhaps with a line like “for the benefit of the folk who just joined us”, or just “I won’t be a moment”. These are simple ways to acknowledge them and make them feel noticed.
3. It’s all about them – LISTEN
One of my favourite lines to my staff is “walk in our customers’ shoes “.
This can be tricky for us as we have two kinds of ‘customers’ – exhibitors and visitors. They have different needs but all want the same thing – a solution. If you spend time looking at what your customers are looking for and how you can make it easier for them, the advice you give them will be seen as a benefit and so have more credibility. Get them to talk about themselves and their company – the crucial step here is to LISTEN. The ratio should be 80% listening to 20% talking. As I say to my kids you have two ears and one mouth, use them in the right order!
4. The up-sell – SUGGESTION
Once you have achieved the first three steps – whereby you make the right impression, meet ‘n’ greet and then make them the centre of the conversation – and created a link, you can then take the step of making a suggestion.
The suggestion will be different for various industries and businesses, but they can all have an offer to present.
They may differ in just how they are presented and will certainly be determined by what your exhibition objectives are.
Examples include:
If I was buying fabric to make a shirt, the suggestive sell would be “would you like matching buttons, thread etc?”.
The fast-food example where you go in just to buy a burger is a great one – when you then end up leaving with chips and a drink as well, and now in a bigger size! Another way might be “if you place the order (or purchase) today, we have a second for half-price (or a bonus gift)”.
Situations like the ‘fabric’ one are something staff should be trained to do every time; other situations could be a special offer which is time-sensitive and has an expiry date/time.
Never assume customers are aware of your offers and expiry information; reinforce it for them so they see you are really trying to look after their interests. A couple of important points to remember are: only make the suggestion when the customer is ready to buy; and, only have one suggestion per customer.
IN A NUT SHELL:
Make sure all your staff know what the suggestive selling offers are and that they are across using them before you get on site at the exhibition. They should flow easily from your staff in their conversation and, if used correctly, they will change the results you get.
