You captured eight meeting professionals’ attention and also gathered a large crowd of buyers passing – but now stopping – by your booth at the #IMEX21 tradeshow.
Your three musicians – the soloist teaching the planners/prospects/crowd how to sing an Irish jig, fiddle player and harpist took all of us on a fun, quick journey of Ireland. We laughed and applauded. Most of all, we paid attention and remembered.
Contrast that with the way-too-large majority of other presentations happening at this post-pandemic (now known as “the pandy”) show. Other booths (countries, venues, products) tried to hold their 8 – 10 buyers (captive) but their talk, talk, talk about their venue, product, country did little to inspire.
Still others showed B.O.R.I.N.G videos. Yes, the videos were marketing at their best, but does one hotel room really look that much different from another or one ocean and beach truly stand out from another? (You may think so but look at your competition.)
Though usually I blog about selling through email, what happens after your email persuades the prospect to say “yes, let’s meet” (or in the case of @IMEX, I’ll listen to your pitch to enjoy the perks of being a hosted buyer)?
Please start entertaining and stop wasting your virtual or in-person demo. Forget the demo until your prospect asks for it.
Instead of talking all about your capabilities, engage them with questions about their success.
If you have the budget, a bit of entertainment always helps. As @MGM says, “We were not born to be bored.” And here is the thing: entertainment can be as simple as poll questions with a leader board and an inexpensive prize.
Don’t give away prizes (of value) just to gain business cards. When that happens, you leave the show with a stack of cards but with cards from people who were interested in your prize not buying your product. Then both you and your sales manager wonder why you aren’t closing more business from your “qualified” leads.
Whether on Zoom or F2F, whether you’re sponsoring an event and get three minutes of mic time or you bought 20 minutes of their time, engage them – don’t pitch them.
Enjoy the conversation,
Shut up and listen!
Don’t overload with facts and for goodness – and your sake – stop trying to close them with “time-sensitive” deals.
Do something different. Anything. (Almost)
Use props. Corny, authentic, visionary.
Use self-shot videos and selfie opportunities within your presentation
Enable virtual reality so I can take myself through the product, hotel, country.
Tap into their curiosity. Why are they interested?
Tap into your personality.
Before you go—
The whirlwind is behind us and the future is bright! With two-thirds of buyers preferring remote interactions – digital and virtual – polishing your email selling skills is key to dramatically improving sales.
It’s time to stop sending email after email only to be ignored! You can write quick, strategic, smart messages that get results and drive sales!