Why Shows Work
Face to Face
There is no better way to sell than face to face. Period. Traditional advertising methods are great for reaching large numbers of prospective customers but ultimately it’s up to the consumer to take action. They still have to pick up the phone, visit your place of business, or contact you as a response to your advertising. The internet has certainly changed the way people shop. It has given buyers tools to find and compare companies in minutes in the comfort of their own homes. But they still can’t touch or feel products … and most importantly there are always questions. Think about the billions of dollars automobile manufacturers and dealers spend each year on advertising: radio, television, newspapers, magazines, direct mail, internet, and yet it all still comes down to one thing … their desire to get you into the dealership to sit down face-to-face with a salesperson.
Really Being Able to Sell
Wouldn’t it be great to advertise your products or services and have people call or email you to place orders? Sure, that happens sometimes but it’s not how most companies do business. Most people need to have details, information, and have questions answered before they make a decision to buy, especially in today’s tough economic times. Most salespeople know they have to work extra hard to actually SELL a potential new customer. They need to be in a position to convince potential customers why they should buy your product, why it’s better than your competitors’ products or services, why it’s worth the money, and why they should buy NOW. The ability to overcome objections is paramount to selling any product. A good salesperson must be able to READ a potential customer’s reaction, expressions and body language in order to close a sale. If all products sold themselves there wouldn’t be any salespeople - just order takers.
Suppose you charged potential customers a fee just to find out more about your product or service? What if you charged them $8.00 to visit your office or showroom just for the privilege of being able to buy from you? You probably wouldn’t have too many takers. But the few people who would pay for that privilege would be highly qualified. Strangely enough, that’s exactly what happens every year at the Richmond Home Show, the Virginia Home Show and the Richmond Home and Garden Show. People pay for the right to see what they can, in most cases, see for free. So why do they pay? Primarily because of CONVENIENCE. In today’s busy world people don’t have time to drive from business to business or to set multiple appointments with different salespeople in their homes. It’s also about SAFETY. Many people are uncomfortable inviting strangers into their homes without first meeting them face to face.