Sometimes we feel like we would be better off without customers!

Last month I was asked how to deal with unwanted customers and lately I have noticed bad habits forming with some exhibitors. So I thought it seemed timely to address the unwanted customer scenario and review how we should be interrelating with visitors generally.

How you talk, who you talk to and how you manage unwanted or disgruntled customers on a stand takes some pre show planning, so you can maintain control of the sale. To achieve the results you want you need effective interaction and all staff need to be across it. Remember – visitors are the reason you are there!

Consider:

• how to open a conversation and engage with a visitor when they approach the stand
• being able to qualify them quickly
• offering benefits (from your company/products/services) that are different to others
• educating them via an engaging demonstration or presentation
• dealing with objections that may arise
• disengaging in a timely manner
• how to best deal with disgruntled or unwanted customers

Opening the conversation
I am sure you have seen this a million times – the exhibitor who hangs at the edge of their stand trying to shove brochures into the visitors’ hands! This is a real turn-off for a number of reasons. You want to connect and form a relationship with them, not terrify them. They may not be qualified so you could be throwing money away. This practice also blocks the entry to the stand, making people uncomfortable about coming in, and you’re potentially sending the message you are desperate!
The other flyer I see handed out takes the ‘you could win’ angle. Visitors see through this outdated method. They think once they’ve handed over their contact details, you’re just going to annoy them after the event with a phone call or email. Again – it doesn’t build a relationship, it turns people off!
In all the workshops we do, we’re re-enforcing that people buy from people they trust, connect with or build a relationship with. It’s important to remember that as soon as you open your mouth you’re creating a link that builds a sense of trust in YOU (the person), the company second, and lastly the products/services.
This isn’t hard. The biggest secret I can share here is simply to greet people with a smile – you would be surprised how many people don’t! Make eye contact, focus on them not over their shoulder for a better prospect, if they have a name badge or you know them, call them by their first name, shake them by the hand (firm not limp) and by doing those simple things you will build a rapport.
Opening lines are crucial. Never open with ‘yes’, ‘no’ or with closed questions like, ‘can I help you?’ or, ‘are you enjoying the show?’. Use sentences that are open-ended or that open conversations like ‘what brings you to the show?’ or ‘are you familiar with’, or ‘have you seen xxxxx?’, ‘how important is it to save time’ or ‘how important is productivity’ or ‘how important is it to save money’. And if you’re struggling, ‘what’s the weather doing outside now’ is better than nothing.
Qualifying
This is a crucial first step. Remember it’s a numbers game and you have a relatively short period to sell someone. Therefore you want to spend the time with real or potentially real customers, not just someone trying to fill in time who will never buy your product or service!
From the opening conversation you should be forming a view of the customer, and here’s another secret I can share. Spend 80% of your time LISTENING and only 20% of your time talking. Acknowledge what they are saying by nodding, smiling, or with lines like, ‘I see’ or, ‘that’s interesting’.
You are there for visitors so make sure they see that they are your focus. At this stage, the questions should centre around their specific needs. For example, are they the decision maker or influencer; what are the time frames for purchase; the stumbling blocks around purchasing etc. Depending on the show this could require different approaches. As an example; at a consumer show the customer may just want to transact on something they have selected. At a trade show the buying process and level of investment may be far greater, so asking them if you can take notes is a good idea.
If you get a question at this stage and you don’t know the answer, don’t make it up. You will gain more credibility if you admit this and assure them you will make the relevant enquiries and get back to them.
Benefits vs. Features
This is a pet focus of mine and one I push with exhibitors. Visitors want to know what’s in it for them, so you need to walk in their shoes and think about the end benefit to them. Will it save them money, time, or increase their productivity? And so on. The features are what will achieve this, but first – focus on the benefit to them.
Educate and Engage
Once you have an image in your head of what they need and what you can offer them to meet those needs, it’s time to engage them at an emotional level. The best way to connect here is to involve them rather than tell them or lecture them, so it becomes a journey of self discovery.
The whole demo or presentation should be tailored to meet what they have told you in the opening and qualifying conversation. During this phase it’s better to stand next to, rather than in front of your visitor. Send the message you are aligned with them and ‘on the same team’. Only present things they have raised. Getting carried away and introducing non relevant things will confuse and dilute the sell. This connection will trigger a lasting memory as distinct from just talking at someone.
Objections
Objections are great, they give you more opportunity to engage and sell other aspects. You need to empathise and not be defensive, which is our default position. Use phrases like, ‘I am glad you have raised that’ and, ‘I appreciate how you feel’.
Quite often an objection raised isn’t the real objection, it’s a smoke screen. So it’s important to get to the real issue so you can tailor your response. For example, it could ultimately centre around the cost or investment, and they may need to get other people in the company involved.
In order to build trust it’s important to get them to communicate their real objection. So you need to work into the communication something like, ‘if I can solve that problem for you is there any other issue that would be holding you back?’. If you can’t answer or solve their objection there and then, agree to a time/date you will come back to them on, and in what form – telephone call, email etc.
Disengage
This is a crucial step in exhibition selling and must involve your team on the stand. There are two types of people you need to disengage from:
1. Someone you are closing the sale with now and need to move on; or

2. Someone you have had a conversation with who is just filling in time and wasting yours!
The first one is important, as once you have sold them you want to move on to the next and not get caught up humouring them. Have an agreed next step. Examples are, ‘we will contact you next week on xx’ or, ‘so what colour or quantity do you require and we will deliver that by xx’, and, ‘thanks for spending the time allowing me to show you how we can help and work with you, I look forward to catching up with you in the next xx’. The important thing to remember is always have an agreed plan of action, reinforce what they can expect next and ensure you DO IT! Then use the handshake as the final break.
For the second type of person, (the time waster) you need to have a system. As they could become a customer, you don’t want to insult them but you do want to move them on. Practice a signal where another staff member could interrupt and ask for your assistance but whatever happens do not insult them and equally, do not get caught up with them.
Disgruntled
At some stage you will find yourself with a customer who is disgruntled and it may not be from anything you have done. I am sure you have all experienced the disgruntled customer who has mixed up your product or company with your competitor, but you are wearing their outpouring and anger.
It’s important to quarantine this conversation as other prospects and customers won’t know the background and you don’t need to handle multiple issues as a result. DO NOT deny or confirm and become defensive or match their attitude or voice level. If you can, move them to the side of your stand or better still off the stand to a neutral area by saying, ‘do you have a minute to sit down and talk to me?’, you could lead them to a catering area, show lounge or somewhere that is where you want them. You need to follow the same steps set out above to work through the issue by asking the right questions. If they are loud, you can gain control of the situation by slowing your speech and lowering your voice, as they will eventually mirror this calming behaviour.
Once you have determined what the issue is, agree to a plan of action. If you can solve it there and then, do it. If not, be very specific about what will happen next.
Remember: if dealt with correctly these kinds of customers can become your best salespeople! It’s better to have someone that tells 10 people who tells 10 people how great you are rather than how bad you are. Add social media to this scenario and this becomes even more crucial.
Remember you are at an exhibition for the people. This needs to be your mantra for how everything works together on your stand.
 
See you on the floor,

 
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