Corporate events are very exciting. There are many elements that will benefit even if a start-up business is not ready for it yet. One of the stronger points is the reaching of a new audience and creating a unique experience even when we don’t obtain a sale. Last weekend, while attending the Artisan Craft Festival I realize that the fuel for connecting is a sharp and positive attitude. I would love to present 10 of the main issues I saw in those who were not being too successful with the event.
- Distractions and Lazyness. Back in the 90’s distractions issues were more related to chatting with your neighbors or peers. Nowadays cellphones and other mobile devices beat the distraction bar. I did count at least 8 tables where the representative was doing anything but connecting with the audience. Companies don’t pay a sales rep for being at an event to play Candy Crush or to be chatting on social media. Your mission is to be prepared and ready to welcome your prospect to your table showing true interest.
- Indifference. There is nothing worst from a customer perspective than dealing with someone who doesn’t want to deal with one. In deference kills the mood so don’t assign negative people to do your sales. Statistics show that true interest in customers leads to customer loyalty. No matter how many sales you got, what will define your success is your customer loyalty rate. Treat them like you want them to always go back to you.
- Lack of Knowledge. As a marketing researcher is highly frustrating when interviewing a sales representative that has no clue what is going on. There is still a small percentage of business owners who send the wrong person to sell their product. If your representative doesn’t have the tools to deal with vague customers then you have a seat heater and not a salesperson.
- Be Unique. Don’t just sell the product. Do you want to be unique? At least over 65% of high-end products consumers have felt the need to have a unique item that contains at least a unique feature that connects emotionally with them. Sometimes the boost of sales is to share the product’s unique story, the problem-solving background, even sharing what brought you to create and believe in your product can have an impact in your prospect buyer.
- No Consistency. You don’t need to be a Designer or go to College to understand that a brand should be presented with consistency. It was shocking to see a great contrast in the different portfolios.
- Empathy. A business owner should always be ready to be friendly. If you are going to an event is to socialize and achieve your sales goal. Be a friendly business owner, don’t be noisy, don’t be hostile, in other words: please, don’t be an asshole. You can have the greatest portfolio and product that if you are anti-social, you will struggle to sell.
- No sales goals. At least 90% of my interviews only saw the ROI as their main sales goal. The multiplication of the event is based on making at least twice your ROI. I won’t reveal my formula here but, you can read my Fairs, Events, and Festivals sales goals here. Don’t beat yourself up. Attempt to double your ROI each year until you optimize your sales strategy.