I was thinking about these terms transparency, clarity and credibility. Does your consumers even know you or all your products? What do people think today about certain organizations, company products or services? Do you even know what your own colleagues and peers perceive about you or products or services? the value? the credibility? How about associated industries?
How do you find out about a company? How do you find out about their services? How do you find out about their products? How do you find out about their follow-up? One way is peers, family members, industry partners, the internet and the use of social media sites. This has given the consumer, and potential employee the edge and a weapon.
Three ways you can get started: Survey who are your clients by reviewing your website and social media platforms with analytics that are available. Put on the reality glasses and view as if you were a client and see if what you offer gives people a reason to engage with you.Have an independent consultant ask the questions for you or do some Intel on this to make sure positive perception and reality align itself.
Then what? Culture, product, and/or strategy changes, and better alignment with solutions and more. What should content be stating? Think about what you would want perception and reality to be in the public sphere. Think value added to that consumer, service above expectations, the ability to reach out and verify your content credibility, guarantees, major differentials, ability to connect with the right person within the company, and easy access(don’t make me search on a social media platform to find how to follow-up or get info). Testimonials, product information, and relevant resources and content. For example, if it’s a mattress topper discuss mattress talk about reviews, give resources links about how to set up a good bedroom atmosphere, resources on how to get good sleep. Resources, blogs and discussion(even tweet chats) to give that product more of a visual and engaging perception. Making it real and relatable. Product and content collaboration can lead to better engagement of your market and its consumers.
What’s the point?
If you think people will peruse and buy just from a show floor. Think again 🙂
It’s setting the mood buy –
It’s about having the right mix of products and the right people representing your brand at the booth.
Booth needs to be interactive, engaging, solution oriented, digital, and more. Its not about the quantity but quality of these criteria even for a two hour show. Trade shows and people are valuable in terms of costs and time. Use live webinar, and/or live videos at trade show to drive business to your booth and engage even those that aren’t at the show but follow or engage with you in a digital world. Trade show times and expectations should always communicated prior to show too.
It’s about networking at sessions and events.Engage and inquire about the market challenge and successes. Be authentic.
Finally it’s the follow up.
Thank you for dinners and even a quick email blast that’s personalized to who you connected with at that show. Instead of the email blast out to all that’s so impersonal and just a check off of your follow up list.
Shows and Buying need to be a positive customer experience and so does the post sale experience.
Are you clear ?
Conversations: Do you say what you mean? Transparency. If you need validation-make the statement and ask if this what you mean or want me to do?
Email: When you email make no assumptions, state the obvious, give the answers and if need be ask questions to clarify what is being asked of you.
Be concise, and be clear in verbiage. People come from different background, education, ages, experiences and by doing this you make the communication a value add to both parties.
Texts: short and concise for quick answers or comments
Digital Media: content driven from reliable sources, channels, live videos, and encourage peer engagement in market channels
Leaving Phone Messages: State what you can do for the person or in short why you are calling and then close with who you are and contact info.Cold calling has a strategy. If you need help give me a call ,so I can help your team target these emails and calls.
Simple, short and concise. Say what you mean tactfully. Know how to present to the audience you are communicating to at the moment. Ask the right questions for engagement.
I have found these tips to help and move momentum forward and are less likely to get lost in translation.