Selling Twins: Retailing and Trade Shows
by Alan J. Zell
Seldom are retailing and trade shows seen in the same light. The practitioners of both see their selling activities as being different from and, for the most part more difficult than the other's. I would like to show that they are very much alike. First off, customers are entering the sellers' places of business. Secondly, both are trying to fill their customers' needs. They differ because retailers' customers are looking for one thing to fill a need while trade show customers are often looking for several things to fill a need.
Simply stated, what works in a trade show environment works in a retail environment and vice versa. They are mirror images of each other. For example, both environments try to encourage customers to enter their store. Both must attract their public's attention, must encourage customers through knowledgeable and enthusiastic salespeople to stop, to look, to listen, and to buy.
Conversely, a problem in one setting is a problem in the other. If either the retailer or trade show exhibitor hasn't considered customers' needs, hasn't adequately displayed their products, hasn't designed the space to make it inviting and comfortable for their customers, hasn't created clear and logical signing and doesn't have adequate materials available, each will fail.
In both selling situations retailers and trade show exhibitors are often plagued with poorly trained staff people who are asked to sell what they know little about in an environment that makes them uncomfortable and to a public for whom they feel no affinity. The very idea that they are being asked to "press the flesh" is mildly distasteful to them. Who, I ask, can succeed when the salespeople are not enjoying what they do?
Retailers and trade show exhibitors often share a common oversight. Neither looks at nor studies carefully the problems their customers face. As a long-time buyer and now as a business advisor, I exhort my clients to ask: "What does a buyer/customer need to know about the product or service? What will the buyer/customer do with the information gathered? Who will that information go to next? What materials will you give them that will make it easier for buyers/customers to explain the product(s) they have bought or are contemplating buying as they will do when they discuss their shopping experience?"
Each can learn from each other. Retailers, take a walk through the show and look at the booths that are attracting attention and overflowing with customers. Then look at those devoid of customers. What is one doing right and what is one doing wrong? Then translate that to your retail business.
Trade show exhibitors, take a look at both successful and marginal retail stores. What is one doing right and what is one doing wrong? Then translate that into your trade show presentation.
Besides buying from the other or selling to the other, retailers and trade show exhibitors have a lot to teach each other. Both are in the same boat . . . each is dependent on the other . . . and success for both goes hand-in-hand.
Retailing and trade shows are selling twins.