Dos and Don’ts for selling post-lockdown Posted on 18th May, 2020 at 12:30 PM Coronavrius has had a huge impact on UK businesses, bringing a silent and sudden chaos. Businesses nationwide had to rethink and adapt their sales and marketing strategies for uncertain and cautious buyers. As the UK slowly starts easing Lockdown, we look at what companies should – and shouldn’t – do to sell products and services in a post-Lockdown world. Hard selling techniques may not be as effective generating new business. Customers may be more sensitive. The key is to take a friendly but helpful approach, but sales teams may not know where to begin. To help your business navigate your way through selling in the sensitive environment, we’ve put together a dos and don’ts list to highlight some key considerations: Dos: Understand your customer’s needs – All customers want innovative ideas and advice but may not be able to purchase straight away. Let them know that’s okay, and that you’re here to help with any questions they may have. Be prepared for them to say no – Every person (and client) is different. Not everyone will be ready to invest yet. Be polite, thank them for their time and ask them to bear you mind for the future. Listen to them – By listening to someone, you can get a feel of what they’re thinking. Always make sure to be understanding and friendly, and don’t interrupt. Take time to listen now and you could make a sale later down the line. Let the customer lead – If they are interested in what you have to offer, they’ll want information. Let them lead the conversation and answer any questions they may have. Provide them with the relevant information, and give them space to make their own purchase decision. Provide the best possible service – Go the extra mile for your customer. Show that you care by addressing any worries they may have, and make their experience as personable as you can. This is great for building memorable relationships and rapport. Don’ts: Create a sense of urgency – Regardless of your own situation, any pressure felt by the customer is likely to backfire. If your stock is running low, you can always recommend an alternative, or let them know when the item(s) will be back in stock. If you need to close the sale, this will become apparent and may not go down too well. Turn your conversation into a sales pitch – Avoid hard-selling at all costs. By slipping into a sales pitch, no matter how well it may have previously worked, yobbcu run the risk of putting your rapport with the customer at jeopardy. Remember above all, we’re all human. Think about how you’re communicating with potential and current customers. How would you respond if you were in their shoes? It’s a different world, and until things go back to “normal” we need to learn how to adapt. Putting your customers’ needs before your own has never been so paramount. When your business is ready to resume its marketing efforts and if you are after inspiration for your next campaign, our team is here to help. Until then, stay safe and think customer first.

What could be in store for trade shows after Lockdown? Posted on 8th May, 2020 at 10:30 PM The Coronavirus pandemic of 2020 has changed everything, even the way we speak. Phrases such as “Social Distancing” and “Lockdown” are now as everyday as “having a cheeky Nandos” or “indulging in a little retail therapy” used to be back in the “good old days” just three months ago. We even have an up-to-date name for it – the “New Normal”. Of course, staying at home has put paid to the usual crop of mass marketing events for the moment. And while a Zoom conference with dozens of talking heads can help to keep the wheels of industry turning for the moment, it’s hard to say when the trade show merry-go-round will begin turning again. One thing’s for certain, “business as usual” is a way off yet. Large gatherings are extremely unlikely for the foreseeable future in a post-Lockdown world. So, perhaps, it’s time to adapt, and prepare for when the better times finally return. Virtual trade shows are a thing Some events are already going digital. It’s a cost-effective and risk-free way to source, sell, and showcase new products. “Delegates” can engage with “exhibitors” by scheduling meetings, chatting live, and watching presentations. But the experience doesn’t have to end there. If this were a real-life expo, they wouldn’t walk away empty-handed. A good marketing ploy is to give your “virtual visitors” a little something to remember you by. Why not send them a promotional tote bag or another long-term keepsake (like a notebook) as a reminder? Face-to-face trade shows after Lockdown Of course, lead generation and building business relationships work best in person, but when the conferences and shows resume, social distancing measures are still likely to be the order of the day. These might include increasing the physical pace between stands, enforcing one-way aisles, or capping the number of attendees at a manageable level, just like the supermarkets currently allow in a fixed number of shoppers. Visitors may be encouraged to choose which exhibitors they want to engage with before the event starts. Booking an allocated timeslot could help reduce crowding and assist with event organising. Adapt your marketing efforts If you’re planning to run your own event or exhibit at a trade show after Lockdown, you should already be considering your use of social media to make it known and answer any questions in the lead up. With the inevitable uncertainty surrounding the events, highlight a safety-first approach by detailing all the measures in place to maintain social distancing. Face mask may be part of the solution to maintain the safety of staff, visitors, and exhibitors. The latest advice from both the UK Government and WHO is that face masks do offer some protection against spreading the virus through coughs and sneezes. With this in mind, we can already supply certified face masks printed with your logo or message that can be worn at trade shows to help your staff feel safer. They also double as a useful promotional giveaway and could become the must-have item for 2020s discerning conference delegate. For more ideas about how to maximise your RoI at your next event, read our 10 Steps to Trade Show Success.