- articulate and vivid
- deeply convinced about the reasons they've stated for liking your product.
The result? You've moved them closer to being fervent and articulate fans. They are more likely to talk themselves closer to a sale and voluntarily tell others why they like your product.
19. When you first meet a prospect, find the quality in them you can most like and admire and keep it uppermost in your mind as you talk with them. You are more likely to bring out that aspect of their personality when they are around you and less likely to react to their behaviors that irritate or otherwise bother you.
20. When you stand opposite someone, you are more likely to literally oppose them. Instead, "sidle" whenever possible.
Men instinctively "sidle" when together, shaking hands and then standing more or less side by side. Women instinctively continue to face each other or a man. When standing side-by-side, people feel more comfortable with each other, themselves, and their surroundings. They listen sooner and longer and are more inclined to agree with each other.
21. Do people sometimes stop listening before you stop talking? Here's help. Get people to remember what you say, even if they are not trying to. Here are two successful ways to "lodge" your message in their minds, even if they were NOT actively listening:
A. People remember more and feel more intensely -- for good and for bad -- when they are in motion. Say your main points while you're turning, shaking hands, demonstrating a product, or pointing to something, when a part of the booth is in motion, and/or while the visitor is reaching for something.
Here are two guides to the kinds of motion that are most memorable:
a) Things are most memorable when you're both in motion, next most memorable when the other person is in motion even if you aren't, third most memorable when you are in motion, and fourth most memorable when you are both watching something or someone in motion.
b) The more dimensions of motion involved (up, down, left, right, forward, and back), the more memorable the experience. Ways to involve motion to reinforce memory include exhibit demonstrations, staff gestures and walking, video vignettes, and parts of the exhibit.
B. Relate your benefits to THEIR three "core life experiences":
? family (theirs, yours, or a metaphorical family of services or products)
? where they work or have worked, or
? where they live or have lived.
Here's the steps:
a) First refer to one of their currently pressing interests (not your product).
b) Then refer to how you two share a common interest in the topic.
c) And then to how it relates to you and your product's main benefit.
This method is called the "You-Us-Me" approach. Here's an example:
1. "I gather you are the expert in... "YOU"
2. and that by discussing this with you... "US"
3. I'll get more ideas about if and how our products can best serve people in your situation.... "ME"
22. To maintain rapport, use specific, emotion-laden language when stating the positive, and report the negative neutrally -- "just the facts." Your instincts are to do the reverse, by the way.
23. Begin your comments with a direct response to the prospect's last comment until they feel heard instead of working up to your response with other background information they might not want to hear. Characterize your benefits in direct response to:
a. A specific, negative "hot button" or problem they've expressed, which you can make better or solve, or
b. Some strong positive preference the prospect has just expressed.
24. Offer the tradeshow-related map they'll want to keep and share
Beginning in the Summer of 2005, google began offering the technology tools for you to "mash-up" or overlay one of their maps with the key points of interest for people, including your kind of customers. For example, you could overlay a map with the customers' sites that use your services or key locations that matter for that meeting's members. What's hot about this new option is that you can mention this free service in your promotional material, attracting prospective and current customers to your web site, to which you've linked the customized map. Learn more at http://www.google.com/apis/maps
25. Make your customers the stars of the tradeshow who can attract others to your Web site
While we're talking tech, you might ask your customers, as they visit yoru booth if you can i
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