Author : Julia O'Connor
Here's the Scenario –
There is an attentive attendee in front of you. You two have
chatted for a couple of minutes and now he says –o Sounds good. How much is it ?o What will the maintenance contract cost me ?o What are your financing options over 3 years?o What's the best deal you can give me ?o What are the dimensions of these three models?o Can you up the capacity 14% ?o How many hydraulic spring return actuator for 3200 psig
do you have in stock ?WHAT TO DO?Many folks fluster around if the question is not part of their
direct expertise. Maybe you are an engineer but don't know
inventory levels or financing details. Maybe you know those
answers but not the intricacies of engineering ABCs.You certainly do not want to look bad, so perhaps you come
up with a quick retort or bluff or just lie. You figure maybe he
won't remember what you said, or you will have time to get
the right info to him after the show. Chances he will. You will
not.On the floor, Numbers may be money, parts identifiers,
chemical formulas, shipment documentation, production
schedules, or the time to meet for a drink. Numbers float
around and it is easy to fall into a Numbers Trap.TRY THIS QUICK QUIZ. After you take it, read it out loud to
your fellow staffers. Allow 15 seconds for an answer.Q –
EVERYBODY KNOWS that 80% of leads are not followed up.
Your company is typical. You want to increase the number of
leads you follow up after the next show by 50%. For each
100 new leads, how many more people will you have to
contact?A -
Five more people?
Ten more people?
Twenty more people?
Fifty more people?ANSWERS
Everybody knows that 80% of leads are not followed up.
Your company is typical. You want to increase the number of
leads you follow up after the next show by 50%. For each
100 leads, how many more people will you have to contact?
The answer is:Ten more peopleOne of the most critical skills you bring to a trade show is
your ability to listen and process information quickly. This
question says that everybody knows that 80% of leads are
not followed up - but people have difficulty processing
quickly what that means in terms of increasing business.
This is a simple word problem.percentage 100% - 80% = 20%
peopletage 100% - 80% = 20If 80% of leads are not followed up, that means 20% are
followed up. So, for every 100 leads, 20 people are
contacted. To increase that number by 50%, take 50%
(one-half) of 20.You need to contact 10 more people to contact after the
show for each 100 people you consider a lead.
Did you select another answer?Five more peopleis 1/2 of 1/2 of 20.Twenty more peopleThis is the number of people you currently contact.d. Fifty more peopleDid you confuse 50 percent with 50 people?Lessons Learned -1. We're used to seeing numbers written down, not listening
to them and putting them into context quickly. Speak slowly
when using numbers.2. Be careful when throwing around "everybody knows..."
statements. Unless you can confirm information, it is
gossip.3. Be especially careful when any kind of numbers,
percentages and prices are used in conversation. You don't
want to have to correct a misunderstanding when the
prospect thought you said "50% discount" and you really
said, "$50 discount."GASP – that 80% nugget has been around for years. More
trade show research at the Center for Exposition Research
Institute - www.CEIR.orgJulia O'Connor - Speaker, Author, Consultant - writes
about practical aspects of trade shows. As president of
Trade Show Training, inc,, now celebrating its 10th
year, she works with companies in a variety of
industries to improve their bottom line and marketing
opportunities at trade shows.Julia is an expert in the psychology of the trade show
environment and uses this expertise in sales training
and management seminars. Contact her at
804-355-7800 or check the site
http://www.TradeShowTraining.com
Keyword : trade shows, training, numbers, confusion, listening skills
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