Trade Show Tips

Atmosphere, Environment, Surroundings


    I just read an email I had saved from Jeffrey Gitomer, a real sales genius, and well worth getting his weekly blog, [email protected] It was in regards to why people go to Starbucks and spend so much on coffee. In reading his list, many of the reasons can be translated to your exhibit booth.

    __Atmosphere.__ Looks like a living room or a break room. Relaxed.
    __Warmth.__ I feel like the whole place is a cup of hot coffee.
    __People-friendly.__ Smile is their order of the day.
    __The ability to customize your order.__ Size. Content. And the widest variety of products (eliminating the “We don’t carry that” option from their response).
    __Speed of delivery.__ They have a system. Somebody takes your order. Somebody else makes your order. And maybe even a third person gets your muffin. You don’t have to wait long for gratification.
    __Consistent quality of product.__ Whatever you were thinking or hoping for when you walked in the door is exactly what you receive a few short minutes later. You get what you came for. No matter where I am in the world, my cup of coffee is consistently superior.
    __It’s easy to buy and pay.__ Starbucks has their own prepaid card. They’re so popular that people give them as gifts. I’ve often wondered how many hundreds of millions of dollars go unused, laying around somewhere in Starbucks coffers. But the bottom line is a high percentage of people pay with those cards, and millions of people gift those cards. It’s likely that you have purchased and used, been the recipient of, or given the gift of a Starbucks card. Their latest way to purchase is the mini Starbucks card that you can put on your key chain. (You can no longer leave your car running if you have the card on your keychain.)
    __Technology friendly.__ I can Wi-Fi there. It’s easy to get connected. The Wi-Fi element in Starbucks is so significant, that T-Mobile and AT&T are slugging it out to see who can pay more for the privilege.
    Business friendly. People meet there to do business. There are plenty of tables and chairs. Some even use Starbucks as an office.
    __Social friendly.__ People meet there socialize.
    __Clean restrooms.__ For the most part.
    __Their latest addition – the little green stick.__ How obvious is that?
    __Beyond a cup of coffee.__ You can purchase other stuff at Starbucks besides your cup of coffee. A pound of your favorite blend to take home. Mugs to drink it from. And espresso machines so you can be your own barista.

    SUMMARY: People are willing to stand on line, pay in advance, and walk three blocks in the rain to get their Starbucks jolt.

    LESSON: Look at the Starbucks model of multiple ways to purchase the same core product. Coffee. Look at the atmosphere in which they sell it. Warm and friendly. Look at the consistency of the delivered product. And look at the detail that they go through in order to make certain that you are gratified to make that purchase, and likely to return. Then compare those elements to your business. And tell me if you can stack up to the Starbucks standard.

    How friendly are your people?
    How flexible are your product offerings?
    How easy is it to buy things and pay for things in your company?
    Who is willing to come to your place every day and spend money?

    CHALLENGE: Take ten of your people – your sales team, your office team, even your production team – to Starbucks on a field trip. Buy stuff, drink stuff, eat stuff, and study what it is that they’re doing in order to make the customer loyal without sacrificing price or quality. Bring that information back to your business and put it into action.

    Thank you Jeffrey – this translates so well to the show floor as well as everyday business. Your clients and prospects trade show experience with your company is so important. Engaging your client in a fabulous atmosphere leaves a lasting positive impression.


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