Look out there on the show floor. Check out the attendees. They look ordinary enough — but they have secrets. Dirty little secrets that they’d never tell anyone, not even under duress.
Not all attendees are the same, and not every buyer on the floor shares these secrets. But most do, whether they’d like to admit it or not.
Secret #1: They’re impatient
Understanding your buyer is crucial. When you know what your target audience needs, wants, and expects, it’s easier to provide it for them. Added incentives and special savings only sweetens the pot, especially for the attendee who wants to get the business part of the business trip out of the way.
Secret #2: They’re lazy
If you’re going to offer a show special or promotion, focus on making it user-friendly. Buyers are willing to pay more to avoid what they perceive as ‘too much’ work. Each market has a different threshold point, and this varies with how much potential savings you’re offering. Customers are willing to give more when they are getting more in return.
Secret #3: They’re Egotistical
It’s important to give your buyers recognition. “Bonus Buys” — windfall items ‘spontaneously’ thrown in when a purchase is made — is a fantastic way to do this. Exclusivity sells.
Don’t start the recognition at the trade show. Reach out to your clients before hand via e-mail and direct mail marketing. A little extra effort goes a long way.
Secret #4: They hate mathmetics
Remember the KISS acronym, especially when promoting discounts and sale prices at a tradeshow. You want to Keep It Super Simple!
Secret #5: They like to be Pushed
People have to experience a piece of information six times before they remember it — and that’s in normal, everyday circumstances, not the hustle and bustle of the show floor. Remind staff to mention the deadline often. Make note of it on any follow-up correspondence, and send a reminder notice to likely prospects. The reminder nudge will spur sales.