Making The Most Of Hillhead 2009

‘CRACKING’ it at Hillhead 2009

If we take the analogy of cracking a nut - until you crack off the shell there is no way of telling whether you have a ‘good nut’:

New prospect
Repeat business prospects
Influencers
Press
Those who suggest new applications

or a ‘rotten’ one:

Time-wasters
Competitors
Complainers
Salesmen
Prospects you cannot supply
Those without buying influence

CRACK - a useful acronym

C - Contact

It is up to you to establish contact and to be effective, your body language needs to be open and at the same time non-threatening - here are some pitfalls to avoid:

Guarding the edge of your stand
Milling around in a group with your colleagues
Propping yourself up on the products
Sitting down
Being glued to the mobile!
Frowning or looking tired or bored
Sloppy dress

The first point of contact is eye contact:

Position yourself to catch the visitor’s eye as their gaze passes over your graphics and products.
If the visitor deliberately avoids your eye contact, there are plenty more fish in the pond!

You need an opening gambit:

A question or remark that is non-threatening and simply opens the conversation.
Make sure you look friendly - keep smiling!
Avoid “Can I help you?” - it invites a negative response that leaves you high and dry. Introduce yourself in such a way as to invite them to introduce themselves:-
Establish their identity, name, company and position and repeat their name back to them a couple of times in the opening stages of the conversation.
Ask your first qualifying open question - this should be carefully selected to weed out the ‘rotten nuts’ without seeming to do so.
For instance, if you only supply companies in a certain area, it makes sense to ask where their company is located.
Anyone coming from outside your operating area can be ‘kicked to touch’ immediately.

R - Reveal

Once you have a good idea that your visitor is a potential customer then you need to get answers to the following questions:

What products interest him?
What are his buying criteria - the features and benefits that would be most important?
Why is he planning a purchase?
Who else would be involved?
When will the purchase be made?
Only then, ask permission to note his details on your leads pad.
To introduce a leads form before you are sure that you have a genuine prospect smacks of the high-pressure salesman.
Establish whether the visitor needs introducing to other members of your team.
Avoid leaving the prospect while you run around finding your colleague - rather call a third colleague nearby to fetch the required staff member.

AC (Action) 1

Only when you have a clear idea of the visitor’s needs can you put forwards your sales proposal:

Confirm that he understands the benefits and that he is still interested.
Watch for signs of enthusiasm and positive body language to confirm your evaluation.

AC (Action) 2

The object of the interview is to effect the following actions - in order of preference:

Make an appointment - always carry your diary with you.
Set dates as close to the show as possible.
Arrange for a demonstration - find out what USP’s (unique selling points) you need to demonstrate.
Provide a quotation.
Arrange to phone.
Agree what literature would be appreciated. Unless the visitor is from overseas, personalise it and send it after the show.
Your notes should reflect the priority you give to the lead and also the names of other people involved in the purchasing decision.

K - Kick into touch

Getting rid of a potential customer is easy - a simple handshake and a “enjoy the rest of the show” will suffice. Getting rid of the ‘rotten nuts’ can be more difficult, but try the following approaches:

Students - consider having a student information pack on the stand containing information on your company’s employment policy, your web address and whom they can write to for job applications and technical information.
Competitors - politely ask them to leave the stand or leave them to browse by themselves.
Suppliers/salesmen - “You need to speak to Mr. X. I’m sorry he’s not on the stand today, could you ring him after the show.”
Complainers - acknowledge their problems without admitting responsibility. Get them away from the high-traffic areas of the stand. Take written details and agree a course of action.
Social clients without any buying needs - park them in the hospitality area (if available). Agree to meet up after the show. Introduce the important ones to senior management, leaving you free to prospect.
Lower ranks - find out who would be responsible for buying decisions and then get ‘called away’, leaving them to browse by themselves - agree a suitable routine for being ‘called away’.