How Ignoring Some Trade Show Visitors Can Translate To Success
For years, trade show and event experts have stressed the
importance of approaching all visitors to trade show stands in order to
engage them and cement a relationship that can translate to a sale or,
at the very least, a qualified lead. But recent studies have suggested
that this isn't always the best approach. In fact, some companies are
now realizing that having a "no sales" or "no hassle" zone when
designing their trade show stands gives them an edge over the
completion. It seems that in some cases, ignoring your exhibit visitors
is the best option. There are several reasons for this, and all of them
seem to be on the upswing.
Visitors Are Stressed, Tired And Overstimulated
Many of the visitors at today's conventions and venues are already stressed, exhausted and over-stimulated by the time they reach your booth. They've been visiting countless trade show stands and have been bombarded by a cacophony of noise, lights and colors and probably want to take some time to decompress. Unfortunately, they are also probably on a schedule to see as much as possible and simply want to pick up some materials they can read at their leisure rather than listening to the thirty-seventh sales pitch of the day. A no hassle zone lets them pick up your brochures or use an interactive kiosk without having to engage in a conversation. In many instances, these same people will remember your exhibit fondly and will stop back in the next day to learn more.
Some Trade Show Stands Are Always Packed
Doing brisk business at your exhibit is always a good thing, except when your success actually drives some people away. While you do want your exhibit to be hopping with interested visitors who engage your booth staff in conversation or stop to watch a demonstration, you don't want to be so crowded all of the time that visitors looking for information are scared off by the crowds. When trade show stands are packed with people, having an area set aside that dispenses brochures or interactive screens is a great way to let anyone with a time crunch get the basics. They can read the information on their own time and get back to you on their own time table without having to wait in line.
The Appeal Of A Soft Sell Approach
The current generation, particularly those in their 20s and 30s, are much more technically savvy and are comfortable with tablets, interactive software programs, the Internet and computer generated demonstrations. They are used to seeking out information on their own and doing their own comparison shopping. These same people are often uncomfortable with a hard sales approach and avoid sales people and overly aggressive staff at trade show stands. For these visitors, a soft sell can be much more successful. If you let them review your materials, reach their own decision about the quality of your product and approach you (rather than the other way around) you'll discover that these individuals often become your most loyal customers.
A Balancing Act
Having a "no sales" zone or hassle-free area at your booth can be very attractive to a segment of visitors, but nothing will ever replace having properly trained staff who can approach individuals and engage them in a dialogue that leads to a sale or generates a lead. A balancing act that combines a more traditional approach to marketing on the trade show floor with a more laid-back concept may be the key to success in the future.
Visitors Are Stressed, Tired And Overstimulated
Many of the visitors at today's conventions and venues are already stressed, exhausted and over-stimulated by the time they reach your booth. They've been visiting countless trade show stands and have been bombarded by a cacophony of noise, lights and colors and probably want to take some time to decompress. Unfortunately, they are also probably on a schedule to see as much as possible and simply want to pick up some materials they can read at their leisure rather than listening to the thirty-seventh sales pitch of the day. A no hassle zone lets them pick up your brochures or use an interactive kiosk without having to engage in a conversation. In many instances, these same people will remember your exhibit fondly and will stop back in the next day to learn more.
Some Trade Show Stands Are Always Packed
Doing brisk business at your exhibit is always a good thing, except when your success actually drives some people away. While you do want your exhibit to be hopping with interested visitors who engage your booth staff in conversation or stop to watch a demonstration, you don't want to be so crowded all of the time that visitors looking for information are scared off by the crowds. When trade show stands are packed with people, having an area set aside that dispenses brochures or interactive screens is a great way to let anyone with a time crunch get the basics. They can read the information on their own time and get back to you on their own time table without having to wait in line.
The Appeal Of A Soft Sell Approach
The current generation, particularly those in their 20s and 30s, are much more technically savvy and are comfortable with tablets, interactive software programs, the Internet and computer generated demonstrations. They are used to seeking out information on their own and doing their own comparison shopping. These same people are often uncomfortable with a hard sales approach and avoid sales people and overly aggressive staff at trade show stands. For these visitors, a soft sell can be much more successful. If you let them review your materials, reach their own decision about the quality of your product and approach you (rather than the other way around) you'll discover that these individuals often become your most loyal customers.
A Balancing Act
Having a "no sales" zone or hassle-free area at your booth can be very attractive to a segment of visitors, but nothing will ever replace having properly trained staff who can approach individuals and engage them in a dialogue that leads to a sale or generates a lead. A balancing act that combines a more traditional approach to marketing on the trade show floor with a more laid-back concept may be the key to success in the future.
Regardless of what sales strategy you use, trade show stands in Chicago are only as successful as their design. SkylineTradeTecChicago creates stunning exhibits of all sizes. Register for monthly promotions on their website.
Article Source:
http://EzineArticles.com/?expert=Chris_A._Harmen
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