Once upon a time, there was a savvy executive named Goldilocks and she decided to attend the HNI (Hot New Industry) trade show in search of innovative products that fit her company’s needs. As she entered the exhibit hall, Goldilocks was overwhelmed by all of the excitement that surrounded her. She tried the passed appetizers (the beef skewers too hot and the crab cakes too cold, but the chocolate chip cookies were just right) and then she looked for a place to rest her tired feet (the lobby area was too big and so was the registration area, but a bean bag chair in the attendees’ lounge was just right).
Finally, she had enough fun and decided it was time to get down to business. Goldilocks had researched three companies that each claimed to sell the innovative products she needed and so she went to find their booths.
- What can you learn from the story of Goldilocks and the three exhibitors?
When she approached the first company (ABC Corp), Goldilocks was startled by Sam T. Salesman because, before she could even open her mouth to say hello, he started in with his pitch. In one breath he said, “Goldie hi, I’m Sam, Sam T. Salesman at your service. Have you heard of ABC Corp yet? Who am I kidding, of course you have, Goldie! We’re the best darn company here and I’ll bet my next paycheck you’re at this show because you want to buy what I’m selling – check it out, Goldie: this product is the shiniest, the newest, the most amazing product on the market today. Here,” he said, putting the items into her bag, “take this whole stack literature, a few pens that say ABC Corp, and I’ll just scan your badge… There. Any questions?” Goldilocks, who always hated the name Goldie, was just starting to respond when Sam interrupted her again, “Uh oh, Goldie, another attendee is coming up the aisle! Let’s finalize everything next week – I’ll send over a quote for the Top Product Package I showed you so you can add your credit card information and good ole’ John Hancock to the order form. Sounds perfect, right? Goldi, you’re a peach – I’m going to give you a great deal but I gotta go for now. See ya!”
As Goldilocks walked away, she thought ABC Corp was not for her.
Their selling style was too hard.
Then, she came to the second company’s booth.
The XYZ and Co. representatives were sitting quietly behind a long table where their literature was stacked neatly and a big bowl of candy was waiting. Goldilocks approached the table timidly but quickly saw that she had no reason to be afraid. In fact, she started the conversation, “Hi, I’m Goldilocks! I found your company in the exhibitor directory and, after I did some more research, it looked like you make innovative products. Can you tell me a bit about them?” After a long pause, one representative looked up from his phone and nudged his colleague who spoke first, “Oh, sorry – this show has been so slow; we weren’t really expecting anyone else to come by… Hi there, I’m Becca. What did you say you were looking for?” Goldilocks continued, “Well, you see, I came to the HNI Show to find innovative products that fit my company’s needs – I did some research and it seems like your company might offer what I’m looking for, but I wanted to stop by to learn more before I make my final decision next week. Do you have any information to share?” Becca replied, “How nice – I’m glad you came. We are XYZ and Co. We worked really hard on our booth materials and, as you read, our company does make innovative products. Would you like some candy?” Goldilocks, struggling to hide her frustration, tried again, “No thank you, it’s just that I’m in a bit of a hurry – maybe you could scan my badge and ask one of your sales people to call me? I’m looking to purchase innovative products for my company soon. Could I have one of your brochures?” Becca replied again, “Well, we don’t have a badge scanner (they’re so pushy) and we are the XYZ and Co. sales team, but you are welcome to take a brochure. I’m so glad to hear that you like our offerings.” Goldilocks said thank you, took the materials, left one of her cards, and walked away.
As she did so, Goldilocks thought XYZ and Co. was not for her either.
Their selling style was too soft.
Finally, Goldilocks found her way to the third booth.
The RLD Inc. sales team greeted her warmly as she walked up, “Hi, I’m Kyle. Are you looking for innovative products?” Goldilocks sighed in relief, “Actually, I am, Kyle. My name is Goldilocks and I came to the HNI Show specifically to look for innovative products to fit my company’s needs. Could you tell me more?” Kyle responded, “Of course, Goldilocks – it’s nice to meet you, by the way – but before I do, could you tell me a bit more about your company’s needs? I want to make sure I can share the most relevant information.” Goldilocks and Kyle discussed her needs and their offerings to efficiently identify which products would be the best fit. Kyle took notes on their conversation and scheduled a time to follow up after the event with the specific details Goldilocks requested. Before she left, Kyle offered his card and said, “I really enjoyed learning about your company and current situation, Goldilocks. It sounds like we may be able to help you with your innovative product needs - I look forward to continuing our conversation on Tuesday of next week. Are you going to the HNI Bash tonight? One of our executives will be attending and I’d love for you meet him.”
Goldilocks paused for a second and thought about her interaction with RLD Inc.
Their selling style was just right so Goldilocks joined these Kyle and his colleagues at the HNI Bash that evening.
When the executives from each of these three exhibiting companies came to the HNI Bash, they met with their booth staff to discuss the new leads obtained.
- ABC Corp’s representatives told their executive that they recognized Goldilocks and told her everything about their innovative products. Sam T. Salesman said he was going to send her a quote for the Top Product Package.
- XYZ and Co.’s representatives told their executive that they listened to Goldilocks and could tell that their innovative products would be the perfect fit for her needs. Becca noted that Goldilocks took a brochure and left her card, which Becca decided must mean that Goldilocks would be calling any second to place a huge order.
- RLD Inc.’s representatives told their executive about the great conversation they enjoyed with Goldilocks. Kyle brought the executive up to speed on Goldilocks’ situation and made the introduction, as promised. RLD Inc.’s executive was happy to see that she was still there!
Goldilocks had to rush off to another reception, but before she left she quickly told the executive from RLD Inc. how much she enjoyed speaking with his team and that she agreed their innovative product was exactly what she had been looking to purchase.
…and they all lived happily ever after.
The End.
Robyn Davis - Owner, When I Need Help (WINH)
Robyn helps exhibitors improve their results at conventions and trade shows by providing on-site sales and marketing support, pre-/post-event consulting services, and convenient products. Contact Robyn to discuss your situation today!
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