Demonstrate
Commitment
Uncertain
economic times create anxiety in buyers. They hesitate to commit to any
organization, particularly newer ones, because they do not know that a month,
six months, a year from now, that company will be there. This is a particularly
pressing concern when issues of technical support, upkeep, maintenance and
installations are involved. Most companies don't want to buy a two million
dollar machine only to discover that when it breaks, there's no one available
to fix it!
Let
buyers know you're in it for the long haul- that they can count on you to be
there after the show. If your company has been around for a while, let
attendees know that. Sometimes the idea of a company with a long history is
seen as boring-but in uncertain times, that stability is appealing.
Use
your marketing message to reinforce the concept that you're going to be there
for the duration. Focus on the ongoing relationship aspect. Articulate how you
keep in touch with your customers, the mechanics of providing support, and what
kind of working arrangements you develop with your clientele.
Guarantee,
guarantee, guarantee
Buyers
are insecure. Make them feel better by promising to stand behind your products
and services- and fix it when there's a problem! This is a simple and often
overlooked aspect of marketing: the way your company performs when everything
doesn't go exactly as planned is often far more important than how it does when
everything's great.
Mention
your guarantees and organizational promise in your sales materials, on signage,
and especially when appropriate during conversations with your prospects. Your
clients want to know that you're going to take care of them.
About
the Author
Written
by Susan A. Friedmann, CSP, The Tradeshow Coach, Lake Placid, NY,
internationally recognized expert working with companies to increase their
profitability at tradeshows. Author: "Riches in Niches: How to Make it BIG
in a small Market" and "Meeting & Event Planning for Dummies."
www.thetradeshowcoach.com & www.richesinniches.com , Follow her on Twitter
