TIME, MONEY, HASSLE - You can make a sale on one of the Three Little Words, but when you sell on two of the three, you'll have a very loyal client.
You've have product training and sales training, you reviewed your company's web site and literature, you understand the demonstrations, and the marketing ideas behind the exhibit design. You're ready for the show.
But now you're standing in the booth and it's Duh? time. You can rattle off the features and benefits, but what does the person standing in front of you want to know?
It can be boiled down to three little words - Time, Money, Hassle.
They want you to save them time, charge less money and cut the hassle. Actually, it's what we all want when we shop ourselves, whether for banking or broccoli, wine or widgets. For example - We pay for chopped but bagged lettuce at the grocery store. Saves us money? No, costs a lot more than a head of lettuce, but it saves time and hassle because we don't have to chop it. Go through everything you buy and you'll find an example.
You can make a sale on one of the Three Little Words, but when you sell on two of the three, you'll have a very loyal client.
Frame your opening comments around these three words and you'll get people's attention. Don't make them ask the questions - be ready to find which of these words is most important to them and match your presentation to their concerns.
TIME - We all want time, more time, and trade shows are a time problem. It is compressed - there are only so many hours the show is open, so few hours to walk the aisles and minutes to stop at a booth. Conversations are brief, listening skills are strained and you'll never have enough time to go through the leisurely sales call process.
Here are 10 things people want to know about your company and Time:
1. What's your order-to-shipment time?
2. How long for custom orders and modifications?
3. How long is design time?
4. Do you stock everything I need, or do I have to wait for parts?
5. When will a salesman call on me?
6. How long does it take to learn?
7. How long does it take to teach someone?
8. What training materials and people are provided?
9. How long does it take to put together?
10. How long will it last?
MONEY - Money is important, and saving money in tight times is critical, but remember that beyond pure coin is value. Value is what you should sell. The simple definition is Value = Price + Performance. We all have something in the closet or the garage that we were sold on price alone, and we feel cheated.
Here are 10 things people want to know about your company and Money:
1. How much is it?
2. What's my discount?
3. Do you take credit cards?
4. Will you finance this?
5. What are your payment terms?
6. What's your guarantee?
7. What's my pay back?
8. Why are you higher (lower) than your competitor?
9. Do I have to pay for modifications?
10. What's the best deal you can give me?
HASSLE - If time is money, hassle is both time and money. If you save $500 when you buy, but it costs $1,000 in staff time to get a problem solved, was that a good deal? Of course not. These are the days of push-the-phone-button Customer Service, of voice mail hell with no live people, of cutbacks in staff who provided the corporate memory of how things really work, and increasingly of look on the web site. (Note - are you aware that more firms are adding a toll free number to help you find what you can't find on their web site? But you have to go to their site and read the small print to get the number!)
Here's are 10 things people want to know about your company and Hassle:
1. What are the most common problems with your product?
2. How do you solve those problems?
3. Have you ever called your own Customer Service department?
4. Are you 24/7/365?
5. How long does it take to get parts?
6. Who does the repair and how long does it take?
7. What's the guarant
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