Exhibition Displays: Understanding Your Clients Personalities
Success at a trade show doesn’t just rely on having a great looking new Waveline or Xpressions exhibition display. After all, the interaction is an interpersonal communication, and it is important to treat potential clients in different ways, according to their individual needs. Sometimes customers may not vocalize their needs. Instead we need to pay attention to the little hints they make, which will go a long way in revealing some of the characteristics of their personality. Interpreting these signals can be the difference in clinching a deal and having the client walk away with nothing.
Common personality types include:
1. The Self-Centered Client
The egotistical client calls for personalized attention if he is going to accept a sale. These attendees can be identified by the way the conversation centers around themselves, their insistence for a special price or deal, even the way they walk up to the exhibition displays or react to the different trade show banners and signs may give a clue as to their personality..
To close a sale with this type of client, he needs to be recognized as an individual. Business representatives should act as if the client is receiving a special price through using wording like "serious buyers only." A sense of exclusivity can be heightened by the apparent random addition of bonus items after a sale is confirmed. Furthermore, marketing through seemingly personalized emails and mail before the trade show is a perfect technique to make this type of client feel valued and get them to visit your trade show booth.
2. The Lazy Customer
Some people do not have the time, or just do not want the inconvenience, of visiting the company website, filling out a questionnaire and seeking out the discount code given at the trade show displays just to make a purchase – even a QR code clearly positioned with a backlit sign on your Xpressions or banner display may be too much work! Forcing the lazy customer to undergo all these procedures dooms a sale from the start; however, when dealt with in the correct way, these clients will part from their money more easily than the more conscientious customer.
To avoid losing these clients to competitors, who may offer the same service for less effort, the company can easily avoid letting these customers get away. The user-friendliness of a product should be emphasized from the start, and the product should be easy to obtain. This technique should be utilized with any attendee who loses enthusiasm at the sight of a coupon or tedious paperwork – as long as you quickly recognize the situation, all you need to do it tell them you’ll take care of the coupon and paperwork for them.
3. The Impatient Attendee
There are plenty of trade show visitors who seemingly wish they did not have to attend the show. These potential clients are looking to circulate and get out as quickly as possible. These attendees are not lost causes - far from it. Instead, these impatient attendees are looking to make quick deals at their boss’ expense.
Dealing with this type of customer is not difficult. Company representatives working at their trade show displays should offer a reasonably good price and quick, painless service, while throwing in some bonus items to help maintain a good relationship with the client in the long term.
4. The Low Price Buyer
Some buyers enjoy visiting trade shows in order to seek out the best deals and do not mind spending a long time finding the cheapest options. These clients can be difficult to hold on to for companies who do not market their products as being the most economical or otherwise the best investments.
To secure a sale with these clients, representatives working the exhibition displays need to act as if they are offering a very special price and additional bonuses. The sales pitch must be convincing from the beginning to avoid losing the attention of the buyer. Ideally, the company representative should have some knowledge of their competitor’s products to be able to advertise the superiority of their own. However, these buyers are rarely happy with any purchase – perhaps because buying the cheapest product means you never get the best product! At any rate, sometimes it is easier to just let these clients come back after the cheaper product breaks, and then sell them the better value item.
To wrap it up, investing in a great looking Xpressions or Waveline display will definitely help attract visitors to your exhibition displays. But that’s just the first step! After that, it is important to heed the non-verbal cues from your clients and communicate with them in the way that best matches their personality and requirements.