Show Your Cards | Closing a Sale in the Age of Transparency

When it comes to closing a sale, there are many different approaches. Entire books have been written about the many different kinds of closes – what you should say to get your client to sign – scripts for every possible scenario. But when it comes down to it, acquiring clients means building a great client relationship. And like any relationship, it’s not about manipulation, or asking “yes” questions. It’s about being truthful, being helpful and being mindful.

The number one roadblock in the way of any potential relationship is the trust level. While transparency might be the business buzzword of the decade, it truly is still one of the most valuable approaches you can implement. If your competition is sharing their price structure online, for example, it will be hard to compete without doing the same. In the end, if you’re running your business right, you shouldn’t be afraid to show your clients what’s behind the curtain. From submarine sandwich counters to online reviews, product transparency is the industry standard in many businesses, and sales are no different.

In today’s increasingly social-heavy marketplace, building community goes hand-in-hand with finding qualified leads. And the best way to build your community is to help and inform your contacts.

• Does your contact have to go to a higher up for decision-making? Ask if you can help them present options, and take some of the legwork out of it for them.

• Is your potential client unsure of what they really need? Offer them a free consultation. It’s a great opportunity to learn more about what they do, at the same time assess their need for your product.

• Ask the right questions, and ask the right kinds of questions. Instead of asking “Would you like to buy our widgets?” ask them “What lead to your decision to shop for widgets?”. Even if your product is not the right fit, helping them find the right solution is a no brainer.

Instead of forcing a fit, being upfront and helpful is the way to build relationships, increase sales, and promote your brand.

Are you looking for ways to help your clients succeed? Share your tips!

Happy 2012! What’s on the horizon?

Happy New Year everyone! We hope you enjoyed the season with your family and friends. At 3D Exhibits, we are thankful for another great year and very excited about the one ahead. We were glad to be able to meet up with so many of you in 2011 and look forward to the opportunity to reconnect again in 2012.

We continue to grow and adapt to the ever-changing landscape of our industry, but some things will never change. Your team will always be looking for efficient ways to provide you with a better product, a better service, and a better experience. So hang on tight as we get ready to propel to new heights this year!

Watch for new and exciting developments launching at Exhibitor 2012. We are going back to our roots with this one and cannot wait to take you with us! We’ll also be at the HCEA Annual Meeting, among many, many others, so be sure to stop by.

Just because it’s a new year doesn’t mean you should forget what you learned in the past. Remember, when thinking about your marketing presence, it’s important to measure online engagement as well as foot traffic. With the growth of interactive, we’ve been developing new programs and games to drive traffic to your online space as well as your physical show space, insuring return on your investment.

So many things to look forward to and those are just a few. Once again, we are looking forward to an amazing year and cannot wait to see you all again.

What are you most excited about seeing in 2012? What shows will you be attending this year? Be sure to let us know!

Happy Holidays From 3D Exhibits

Let There Be Peace: press the pause button this holiday

It’s a bit of a trap to think that things will slow down once we hit the month of December. Most 2011 projects have been delivered, annual budget dollars have slowed and we can sit back and enjoy the fruits of our labors, right? So why is it that the holidays are here and we are still planning?

Of course, in the trade show industry, we never stop planning. Our minds are constantly thinking of the next deadline, the next milestone and the next show opportunity waiting around the corner. Whether we are thinking about event planning, engagement, traffic flow, exhibit space or ROI, planning is in our blood. It can be hard to turn off those internal alarms.

Add to that, holiday planning, which in some households, can turn into a pretty big production in itself. And let’s not forget the shopping! Whether we are playing Santa or buying a gift for that extra special someone, we make a list, check it twice and head out to accomplish each task.

But let’s take a moment to sit back and think about what it’s all about. What do the holidays really mean to you?

For me, the holidays are about time.

Time…

• to give thanks for what we have
• to give to others
• to spend quality time with family and friends
• to enjoy the scents, colors and sounds of the holiday
• to prepare someone’s favorite food
• and to welcome home loved ones we haven’t seen in a long, long time.

This year, as you are busy getting through your to-do list, take some time to relax and revel in the holiday spirit. Try not to get caught up in the rush of the season, but instead, spend quality time with your family and friends.

If it helps, think of it like this. Your calendar year is like one big trade show. Now it’s time to (at least mentally) strike the set, pack up your exhibit, put your feet up and toast another year of hard work.

Have no fear – your event timelines will still be there waiting for you when the year starts anew. Helping to make your 2012 plans a little easier is our gift to you.

I wish you a joyous holiday season!

Making Contact: Personal outreach in a digital world

You are on it. …the Internet that is. Your company has spent a great deal of time and money making sure that your web presence is all that it can be.

And YOU are there. When there is an industry tradeshow, you know that nothing puts a human face to your brand better than, well, a human face.

Together, with web marketing and exhibit marketing, you have all of your bases covered. Right!?

Wrong. Somewhere between the two, you need to bridge the gap between your virtual contacts and real live ones. And nothing can help bridge that gap better than making personal contact.

In this age of social media and Skype and whatever is sure to come next, it can be easy to overlook the traditional methods of business communication – an email, a written note, a phone call, or a personal visit– as relevant forms of trade show engagement.

So if the digital age has left you feeling a little disconnected, chances are, you probably are. Here are a few reminders to help keep opportunity from sneaking past you using tried & true methods of personal engagement

The effortless ease of email

You know by now that email is an easy way to reach out to your clients, but it can also be an easy thing for them to ignore. Make sure that when you send an email to include compelling reasons that they might want to (read and) save your message. Maybe you have a printed coupon you can offer, a map showing your position at the next tradeshow, or an entry form for a VIP-only drawing. Either way, once an email is out of sight, it is often out of mind forever. If your email contains critical information, it is ok to ask you client to save it and print it out. By all means, avoid anything that looks like an electronic form letter. The amount of effort you put in truly does show.

Put it on paper

Even though digital communication has taken over the business world, there’s something to be said about the impact a printed piece can hold. A written card or letter conveys a more formal thought process and intention, so be sure to put some thought into the visual aesthetic of your written correspondence. In a time where people receive less and less physical mail, if your card is a keeper, chances are it might find it’s way to your client’s bulletin board and act as a visual reminder of your business. We have all heard stories where that one small gesture can seal the deal and save the day. Take the time and spend the stamp.

The smile in your voice

There’s a reason that many a sales pro has a mirror on their desk, and it’s not just vanity. It’s for a mid-phone-conversation smile check. A lot can get lost in written communication – your tone most especially­­. People really can hear when you’re smiling on the phone– you know it’s true. Some would go so far as to say that what you’re wearing during a call can influence the sound of your voice. In the end, nothing packs authenticity into a conversation like the sound of a human voice. It’s a foolish sales person who forgets to pick up the phone, and if you’re great conversationalist, you already have one up on your competition. Give them a call and give your enthusiasm a voice.

Seeing eye to eye:

While it can be expensive and time consuming to make a personal visit to your clients, face time is still one of the easiest ways to make an impression and solidify a relationship. If your client is too busy to welcome an unscheduled appointment, let them know that you’ll be in the neighborhood soon and would just like to drop something off for them (an invite to your next show, samples or a gift of some sort). If they have the time to join you, never underestimate the value of a conversation over lunch. Talk up your next event and let them know what you are excited to show them in person.

There’s a whole new generation of people taking the tradeshow floor each year and many of them haven’t had the time to hone their interpersonal skills. Increasing reliance on digital tools is leaving an important variable out of the equation – our humanity. In the tradeshow landscape, this is what can set you apart.

In a world of communication overload, how have standard methods of communication helped you or your company make and keep valuable relationships?