How to Close Sales with Difficult Customers at Trade Shows
When you are working a trade show, closing sales is the primary aim for many businesses. A trade show is considered a success when you get sales through leads generated there. But the key to closing sales largely depends of the type of customer you are handling. With difficult customers, you have to put in that extra effort. This may seem tricky, but it is not entirely impossible if you have efficient and calm representatives working your booth. The key is to stand your ground and make the customer see the benefits to choosing your services.
5 Practical Tips for Closing Deals with Difficult Customers
Closing deals at a trade show booth is not easy. It requires even more managerial skill when you are dealing with a difficult customer. The following are some tips to persuade such a customer.
- 1. Offer immediate perks
The best way to hook customers is by offering them perks they can enjoy on the spot. If they like them, they are more likely to make a purchase later. Here are a few things you can do:
- Offer free trials of your company’s products and services onsite.
- Offer complimentary gifts after closing sales. For example, if you are a cosmetics and beauty company displaying your latest launches, have a thoughtfully curated goodie bag ready for purchasers only, not passers-by.
- If your services are customized and have to be installed first for clients to enjoy their benefits, find out the best way to start the installation process. This will take your lead closer to purchase earlier and give them an impression of prompt service.
- 2. Do not let your emotions get out of hand
Potential clients can be difficult for many reasons. They can be rigid and hard to convince, have numerous irrelevant questions, or simply be snobbish and rude. There can be situations when they make you anxious and nervous. But you cannot let them see your discomfort if you are wanting to close the deal on the very best terms for your brand. Do not hurry or change your approach because of the client’s bad attitude. Stick to your points and remain unfazed. Try to recognize their weak points and determine whether they really need what you have to offer. If they do, they will relent to your terms.
- 3. Have a reserved room at the event
This can be immensely helpful when you are trying to convince difficult but willing clients and that too at a booth full of distractions. When you have a separate room, the one-on-one attention not only conveys your standpoint better but makes the client feel valued. If this is not an option, consider creating a private corner in your booth space for closing leads.
- 4. Attract attendees with catchy content
The first impression attendees receive about your company is made through the design and overall look of your booth and the content of your banners and flexes. How the images and text are presented altogether creates that impression. Hence, a lot of effort and attention should be paid to your booth design. Do not compromise on the quality of your displays and flexes. Crisp images and text, and a brightly lit booth, can do wonders to grab the attention of difficult clients long enough for you to interact with them about your products and services.
- 5. Design the booth with hospitality in mind
When your booth looks and feels welcoming, more attendees are likely to stop by. Give some thought to hospitality so attendees do not feel tired and frustrated while going through the various exhibits. Attendees visiting multiple booths are likely to be tired by the time they reach you. If you have refreshments and seating available, they are more likely to spend time there.
There are many ways in which a trade show can be conducted, but at the end of the day the primary focus is on the leads it helps generate. When you are dealing with an exceptionally difficult attendee, keep in mind the above-mentioned tips to help convert them into a prospective lead and close that sale smoothly.