I have a local client who was participating in a bridal show this past weekend. I was there as an observer of my client to coach him on his execution of what we had worked on previously. My client had wonderful results from the show and performed flawlessly. As I wandered throughout the show observing the other vendors in the show I noticed three consistent adjustments from the other vendors that if they were to correct these adjustments, they would probably see better results from the show. While this week’s message is from a bridal show experience, it doesn’t apply to only bridal shows and will translate throughout your other interactions with your prospective clients. Here are the three things I’d change:
1. They wanted their booth to do the selling for them. My client had a wonderful set up on his booth that fit the standard of “does it meet the first glance test”. In other words, most of the couples passing by would look and know immediately what he did. While your booth, your brochures, etc… may meet this standard, you still need to work and be assertive in your approaches. My client did not have/take a break while I was there. He was either talking to a prospective client or he was approaching those passing by. In your world, once you have your marketing out there, you need to follow through. Stay in contact with those other vendors who refer you, work your leads (immediately- don’t wait) that come in from your web site and really knuckle down on the lead lists you get from your marketing sources.
2. They took their foot off the gas. I fully get the idea that after set up, and preparation, then working the show for several hours (and this show was on a hard cement floor which is extra hard on the joints), you get tired and frankly you get exhausted. That said, this is where your opportunities are. Around 3 hours into the 5 hour show, I noticed that many of the other vendors were sitting down in the back of their booths or behind tables. My client stayed going strong and even though the flow of brides slowed down at the end of the show, he got several more leads as well as he shifted to talking/networking with other vendors around him in between talking to couples when things got slow. With any of your marketing, when you take your foot off the gas and apply less effort, you will coast to a stop quickly. Plan ahead to have a strategy where you can maintain a constant speed. I suggest that you put into your daily calendars 3 hours of pure time for marketing 5 days a week. If you focus your efforts for 3 hours (or more) per day, you will keep the prospects flowing.
3. They were “salesy”. As reported to my client by brides, they liked his approach because he was much more personal and interested. Seems as though the other vendors were more interested in selling or telling these couples about what they had to offer rather than finding out more about them and their weddings. In your approaches, ask yourself if you are telling more about yourself/your business or you are discovering more about your couple/their wedding. When you take a personal interest in your clients, you stand a much higher chance that you will have their attention and will gain the “like” factor. Simply said, when they like you, they want to go further in the buying process with you.
Look to see if you can adjust (even slightly) on these approaches to get a better/higher response this coming week.