Benefits of using WAPPoint at Expos
Exhibitions have a strikingly unique ability to immerse consumers and generate above average sales revenues. Unfortunately many exhibitors do not have access to credit card facilities and suffer accordingly. As an event organiser, you can partner with WAPPoint (Pty) Ltd and ensure that every stand at your exhibition is facilitated with a credit card machine. This will increase the overall success of the exhibition and ensure that your exhibitors do not lose out on valuable sales.
TIPS TO INCREASE SALES REVENUES AT EVENTS
This will help determine your marketing strategies for the exhibition
- Is your focus on building brand awareness?
- Is the focus to promote / demonstrate a specific product or service?
- Is your focus to make sales or to take orders on the show?
- Is the focus to gather a database of leads for future sales?
Depending on the industry, your focus may be all of the above. However, most companies will choose one of the 4 and by making sure you have a clear decision on your objectives ahead of time, you can plan your stock, staff requirements and what you will need to achieve your goals at the exhibition.
Get your message accross quickly and in a memorable way, the key is in the graphics
- Focus on the product’s benefits
- Make the text short and sweet
- Create a focal point on your stand and build everything else around it.
- Make sure your brand comes accross & is easily recognisable in future.
It is very important to design your stand around your business.
- Do you require seating in order to discuss the benefits of your business?
- Do you have shelving in order to display your products and must it be lockable?
- Will the layout of your stand work with the traffic flow that you would like to have through your stand?
Paying attention to small details like these can not only boost your sales but will make your stand visually more attractive.
As explained in tip number 2, graphics is the key to communicate who you are, however graphics is also visually entertaining to your stand visitors.
- Depending on your products or service you can make use of plasma screens with animated illustrations.
- Use lighting, audio equipment, scents, textures etc to enhance the look of your stand.
- Try to have your overall stand design lend itself to the use of shapes and colours that match your brand design.
It is very important to not only have the right man-power to set up your stand but to also have the right equipment for building your stand or installing any additional decor.
Make sure that your transport cases are durable and can easily be replaced should something break.
If you are a first time exhibitor it is vital that you know what the size and weight limitations are of your shippers as your business depends on them being able to ship everything for you.
Don’t forget to get your insurance and stand security in order!
Preparation and suitability of your staff for the job is not something that should be taken lightly. It is very important that your staff are:
- People oriented
- Trained on your company as well as your products/services
- Enthusiastic and confident
- Great listeners
- Professional and presentable at all times
Inform your staff of your:
- Target audience
- Message to the clients
Prepare them for a sales talk by giving them examples or real life stories and case studies. This is great information and is very interesting to potential clients. Staff should also know the benefits of your products/services as compared to that of the competition.
Ensuring that your target audience knows where you will be and when is vital to getting more prospective clients. Spread the word well in advance using many of the marketing channels available to you. Below are a few examples:
- The exhibition’s official website
- The event manual
- Your website
- Newsletter can be emailed to your database
- Use word-of-mouth at all of your events about all the other events that you attend throughout the year.
- Advertise in magazines related to your industry
- Social Media (Facebook, Twitter, Instagram, etc…)
It is believed that most pamphlets handed out at exhibitions never make it back to the prospective office. This it is important to design material that gets your message across effectively and is simple to read.
Speak to the event organiser to determine how many brochures or promotional items you should plan for. Make sure that the marketing materials you use are reusable for more than one event so that you minimise wastage.
Offer to send your clients information via email and take down their details – grow your database!
Be creative; offer your clients gifts that they can use. Branded USB flash drives and key chains are used daily and will keep you in the mind of your client.
Things that seem trivial can easily be forgotten. Put together a kit of things that you never remember but always need. Your survival kit should include items such as:
- Extension cords and double adapters
- Laptop and cell phone chargers
- Extra marketing material
- Pens, paper, highlighters, staplers/staples etc.
- Diaries for appointments
- WAPPoint credit card facilities
Make a list and check that your survival kit is always stocked with the necessary items to prevent that frantic last minute rush!
There are 4 phases in handling sales at an event;
Go back to the basics if your stand is not made of magic powers that attract clients like bees to honey. Ask questions that require more than a one word answer from a prospective client; this will keep them from losing interest and walking away.
2. Qualification and Elimination
You must be able to see who is really interested in your product and who not.
There is no use in talking with someone for 20 minutes who is not really interested while many other truly interested prospective clients walk away. This tends to happen a lot when you have give-aways at your stand.
Ask questions that will eliminate the fake clients from the true ones such as “What is it exactly that you are looking for at the show?” or “Are you happy with you current products or supplier?”
It’s show time! Mesmerise your audience with a short and to the point presentation of your products. Highlight the advantages and product message in your presentation in a way that will be memorable to the prospective client.
This is the easiest part of the sale for all your sales reps.
This is the most important step of all and the key to a successful closing of a sale is to make sure that your prospective client and your sales rep agree about the next step.
Is the next step to immediately purchase the product? Is the next step for the sales rep to send the prospective client a quote? When should the quote be sent? The more specific the agreement the better the chance that the prospective client will remember the sales rep.
One of the greatest frustrations for any sales rep is when a prospective client’s details are not captured correctly.
If you are using a computer at your event, create something that is easy to use by the public and staff. If you are using pen and paper, make sure there is enough space for large amounts of contact details or large handwriting on your sheets. There is nothing a prospective client hates more than not having enough space to write his email address in.
Also make sure that you have a schedule in place for your sales reps to follow up on their leads. Find a way to categorise the hot leads from the others.
Leads must be followed up with in a specific time frame and sales closed by another time frame.
Assign someone to the management of the leads, delivering of promises and packages.
Writing a template is usually a much easier process than answering individual questions in writing. However when you know that someone has shown interest in the product or service, a letter customised to answer the questions asked can guarantee a sale. Here are a few easy tips on making this an easy process:
Keep it short and sweet
Consider the tone that the prospective client might read the email with. Remember that sarcasm and satire are very difficult to interpret in emails and sms. Keep it light and professional to prevent the letter from being taken the wrong way.
Make sure to include an offer in the letter as an encouragement or call to action.
Address any specific requests.
Finish the email in a compelling manner. For example; one can pose a question or place a special offer.
- Instead of just taking a potential buyer’s details, why not secure a future sale or order by taking a deposit right then and there.
- Exhibitors can use the facility for up to 2 weeks after the expo has ended to turn their leads into sales.
- Customers can put large priced items or bulk purchases on a budget period and pay it off over 6-24 months.
Benefits of having our service at Retail Shows
- Customers often buy more than one item when they can pay by card.
- Customers appreciate the convenience of being able to pay by card and therefore won’t have to leave the stand to go find an ATM.
- Customers are likely to spend more when paying by card.
- Customers can put higher priced items on a budget period and pay it off over 6-24 months.