Trade Show Secrets #9

Hi, Everyone!

Here’s the next installment in the “Secrets of Trade Show Selling” series:

Secret #9: Leave a Lasting Impression

Giving away cheap little gizmos leaves the impression that you are the kind of company that gives away cheap little gizmos. On behalf of everyone attending the show, OUR DRAWERS ARE FULL.

To make a REAL impression, give QUALIFIED visitors something that shows you understand their needs and want to give them something that will actually help them. A package of tissues imprinted with the name of an allergy medication is much more effective than a pen or a magnet. Why? Because it’s actually useful – and it reminds them of the medication when they need it most. Put a little thought into it and come up with something unique, thoughtful and useful and – you’ll have a premium that pays!

But the most effective premium is one that would be of GREAT value to your ideal prospect but of little or NO value to visitors with no interest in your products or services. For example, a commercial printer could create a pre-press reference guide – or a booklet of designs and layouts.

At the same time, you should never GIVE away what you hope to SELL. Instead, offer a related support product or a discount on your goods – something that gets them to visit your place of business or ensures a future meeting.

Finally, premiums should be EARNED – not GIVEN away. Your visitor must DO something before you give them the premium – like fill out a survey or have a conversation or sample something. The premium is your way of saying, “Thank You!” A giant bowl of key rings and a place to drop business cards doesn’t make anyone feel appreciated – and doesn’t get you the leads you need.

Look for the last article in the “Secrets of Trade Show Selling” series, where we will cover “snob appeal.”

-T-

Trade Show Secrets #8

Hi, Everyone!

Here’s the next installment in the “Secrets of Trade Show Selling” series:

Secret #8: Baiting the Hook

Enter a drawing, play a game, sample something, check out an unusual object, meet a celebrity guest, talk to stunning spokes models, watch a magician – these and dozens of other ideas seem to be perfect bait for attracting people to your booth … but there’s a problem.

They attract EVERYONE – and THAT’S probably NOT what you were hoping to do (unless your ideal prospect is EVERYONE!) Generally speaking, your ideal prospects are but a fraction of the total group attending the show – and with a steady parade of people walking past your booth, there’s NO TIME to waste with visitors who will NEVER become your customers.

You want to use bait that is only interesting to the visitors you REALLY want to meet – and unappealing to
everyone else. In addition, the perfect bait must hold their attention ONLY as long as it takes for you to
approach them and introduce yourself.

A big screen TV showing a live sporting event will certainly attract a whole flock of visitors and keep them
there for much too long, focused on something that has absolutely nothing to do with you, your company or why
you’re there. On the other hand, if you’re a software company, a demonstration of a software package for small
business owners is VERY likely to attract small business owners – and no one else.

Remember, your goal is NOT to collect a fishbowl full of business cards of unqualified prospects – but to connect in a meaningful way with just those visitors most likely to use your products and services.

In the next article in the “Secrets of Trade Show Selling” series, we will cover “leaving a lasting impression.”

-T-

Events for 5/31 thru 6/4/2010

Hi, Everyone!

Here’s what’s on the schedule for next week:

Since Monday, May 31st is Memorial Day, we will NOT hold our usual calls. “Building a Career that Matters” and the “ChangeWorks Forum” will resume on Monday, June 7th.  Enjoy your holiday!!

“MasterStream Sales Training Series, Session 5” —

Tuesday, June 1st from 9:30AM to 11:00AM, we will hold the sixth class in our MasterStream sales training program.  The program is open to ALL SILVER and GOLD team members as well as students who have paid tuition to attend. Please plan to join in!

https://www2.gotomeeting.com/register/656311395

“ChangeWorks Analyst Training” —

Tuesday, June 1st from 12PM to 1PM EST, we will explore two VERY interesting research ChangeGrids. If you would like to learn more about using the ChangeGrid for research purposes, please plan to join in. This series is open to ALL ChangeWorks professionals. Click the following link to register:

https://www2.gotomeeting.com/register/256701386

“Gold Team Teleconference” —

Thursday, June 3rd from 11AM to 12PM EST. This week, we will continue our course in Pride-Based Leadership. The subject of the call with be “Shame Shifting” — learn how seemingly acceptable behaviors result in movement on the ChangeGrid that awakens feelings of shame and how to avoid them. The program is open to all Gold Team members. Also, please remember to schedule your private coaching session.

https://www2.gotomeeting.com/register/542792483

As always, our webinars are recorded for those of you who are unable to attend the live call.

-T-

A Special ChangeGrid for ALL of YOU!

Hi, Everyone!

Recently, Dave Miller created a wonderful ChangeWorks experience for all of the members of his team, focused on their readiness to integrate and utilize the ChangeGrid in their businesses — a ChangeGrid about the ChangeGrid.

I thought it was such a great application, I wanted to share it with all of you.

So if you are a graduate of the ChangeWorks training program, please take a few minutes to follow the link to the survey and provide your responses:

Access the ChangeWorks Survey

We’ll compile the data, mask the report and share it with all of you on Monday’s 3PM EST ChangeWorks Forum webinar.  If you have already completed the survey that Dave put together but want to be included in this survey, you’ll need to fill it out again since his account and mine can’t be merged.

I’ll wait until 2PM EST on Monday to compile the report to give you all as much time as possible to complete the survey.

-T-

Events for 5/24 thru 5/28/2010

Hi, Everyone!

Here’s what’s on the schedule for next week:

“Building a Career that Matters” Webinar Series —

Monday, May 24th from 11AM to 12PM EST. This series explores 25 problem areas human development professionals face in building their practices. This week, our discussion focuses on “Problem Area #13: Poor Sorting Skills”. This series is offered as a service to our professional community and is WIDE OPEN to ANY and ALL human development pros, regardless of their affiliation with ChangeWorks — so PLEASE spread the word. Click the following link to register:

https://www2.gotomeeting.com/register/792584019

“ChangeWorks Forum” —

Monday, May 24th from 3PM to 4PM EST. This week, we will debrief a VERY special group profile — and all of YOU are the subjects!  Watch this blog tomorrow for a link to the profile. This series is open to ALL graduates and current students of the ChangeWorks program. Click the following link to register:

https://www2.gotomeeting.com/register/302413130

“MasterStream Sales Training Series, Session 5” —

Tuesday, May 25th from 9:30AM to 11:00AM, we will hold the fifth class in our MasterStream sales training program. Students are asked to complete the Session #5 pre-work by either reviewing the notes guide or by watching the webinar listed for Session #4 on the homepage for this course. If you don’t know where to find the documents, give us a call at 704-987-6500. The program is open to ALL SILVER and GOLD team members as well as students who have paid tuition to attend. Please plan to join in!

https://www2.gotomeeting.com/register/149219362

“ChangeWorks Analyst Training” —

Tuesday, May 25th from 12PM to 1PM EST, we will practice the Adjective Mapping process on a new set of adjectives. If you would like to learn how adjectives are placed on the ChangeGrid and participate in the process, please plan to join in. This series is open to ALL ChangeWorks professionals. Click the following link to register:

https://www2.gotomeeting.com/register/822313595

“Gold Team Teleconference” —

Thursday, May 27th from 11AM to 12PM EST. This week, we will continue our course in Pride-Based Leadership. The program is open to all Gold Team members. Also, please remember to schedule your private coaching session.

https://www2.gotomeeting.com/register/216679651

As always, our webinars are recorded for those of you who are unable to attend the live call.

-T-

Being More Influential, Part 3

Hi, Everyone!

I recently received Dave Miller’s latest newsletter and wanted to share his central article with all of you.

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“Being More Influential, Part 3” by Dave Miller

No matter what you do, you are in sales in some way.  The word, “sales” or “selling” brings up negative connotations for many people.  It may be helpful to think of it as “influence”.  Whether you’re a sales professional, coach, consultant  or executive – there are key stakeholders in your world you need to influence.

To persuade successfully and non-manipulatively, it’s important to understand five key principles of influence. We covered the first three Principles so far.  You can read about them here:

Principles 1, 2 & 3

Let’s look at Principle #4 now.

Principle #4: People make buying decisions based on emotion and justify these decisions with logic.

Just think about the last major purchase you made: your home, your car, your plasma TV! Didn’t emotion play a large part in your decision to go ahead and make the purchase? This is not to say there weren’t plenty of logical reasons why you bought what you did. But I think you’ll agree that the more money you lay out for a product or service, the more “emotional payback” there needs to be.

You may feel this principle doesn’t apply to your product or service. The truth is that is does. Let’s say you’re selling a computer system to a corporation. What’s emotional about that? The buyer will compare your product with your competitors’ versions and see which one will do the best job (e.g., fastest performance, most comprehensive reports, most user-friendly, etc.). It seems purely logical, doesn’t it?

But wait – think about the buyer – what does he or she want to accomplish? Doesn’t the buyer want to appear smart – like he or she made a really great decision for the company? Isn’t that an emotional desire? The role logic plays is to figure out which decision will best accomplish this emotional goal!! So even if your product or service is heavily technical, don’t discount the emotional component when selling.

Here’s another example: Two people of equal means enter a car dealership and look at two different types of cars. One car is a red convertible that can do 0 to 60 in 3 seconds, gets terrible gas mileage and costs $60,000. The second car is a boxy, practical car that gets 50 miles to the gallon and costs $22,000. Person A buys the convertible and Person B decides on the practical car.

The question: which purchase involved emotion and which involved logic? You may think Person A’s purchase was driven by emotion and Person B’s by logic. But, in reality, logic and emotion were involved in both purchases.

It’s easy to see the emotion involved in Person A’s decision – after all, it’s a fun car! But it’s also a good bet that Person A came up with several solid logical reasons to make the purchase in order to justify spending $60,000 (e.g., “it’s made better,” “it will last longer and have lower maintenance coasts”, “it will make me look more successful and attract more success,” etc.).

It would also seem that Person B’s decision was purely practical and, therefore, logical. This would be an erroneous assumption. Person B may have wanted to spend less money on a car because he wanted to spend the $38,000 on some exotic vacations or use the extra money to put the kids through college. He used logic to evaluate which decision would give him the most pleasure (based on his value system)!

To be influential, we need to take into account both logic and emotion. Of the two, emotion is a much more powerful motivating force. Unfortunately, too many people ignore the emotional component and focus solely on logic – neglecting what compels people to buy.

Focus more on what drives people emotionally  for better influence.

In the next issue, we’ll explore the fifth (and final) principle of influence.

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To subscribe to Dave’s newsletter, follow this link to the full current edition:

Dave Miller’s Newsletter

If you found Dave’s article interesting and valuable, please take a moment to leave a comment here or send him an email.

-T-

Campaign Feature Enhancement

Hi, Everyone!

We’re pleased to announce that our software developers are getting ready to deploy an enhancement to the campaign feature that many of you requested.  You will SOON be able to specify whether or not you would like to receive email notifications whenever someone completes one of your campaign profiles.

The developers have told us that they plan to complete this upgrade on Thursday, May 20th — so unless and until they tell us otherwise, we will expect things to happen on that date.

PLEASE BE AWARE that once this feature is activated, it will be necessary for you to access each of your active campaigns, indicate your email choice, then capture and use the NEW campaign link — the old ones will no longer work.  Fear not — it’s a VERY easy update to make and Steven will be thrilled to help you.

Let us know if you have any questions.

-T-