This year edition of Olympia Beauty 2019 marked my 11th year managing exhibition-stands all over the world and here are 5 helpful tips to win repeat business – not just one-off sales.
1. Stand display shouldn’t be cluttered or left unattended (that includes No dirty cups of tea or coffee, magazines & newspaper on display or bored staff with nothing to do). At each exhibit, there are moments when you wish you can clone yourself just to be able to handle all the inquiries coming your way. And times when nothing happens and you’ll be tempted to grab a snack or read the latest updates on Facebook. Avoid being catch off-guard and opt instead to chat with your next stand neighbours. They can be helpful aids when you need 5 minutes to yourself.
2. Not too much on display – themed product displays are best, grouped intelligently so they might relate to each other. Potential clients and buyers already come with a set purchase in mind or looking for a specific product. Make sure you will meet their wishes by keeping things simple and ordered. Don’t forget to bring your best product forward trough an appealing offer/sale/ discount.
3. Can I help you?” the worst greeting for potential buyers. Avoid your passers-by saying “No” and going away by engaging in eye-contact and asking instead “How are you?” or “What do you make of the exhibition so far?”. A good alternative is to compliment them about their choice of accessories “such a nice scarf you have” and start the conversation with a smile. Keep in mind clients are always inclined to buy from people they like.
4. It is always a good idea to offer your serious stand-visitors ‘a freebie’ if it is relevant and worth keeping. A goody bag or sample of your products should always be at hand. It makes a good ma
rketing strategy when using wisely and can bring you future sales without much effort.
5. Prepare for the follow-up contact-messages and offers in advance and put as top-priority the follow-up calls. Shows and exhibition can easily translate into hundreds of conversations and meetings so losing track of potential partners and clients is easy unless you have a strict filing system in place.
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