TIME, MONEY, PROBLEMS – You can make a sale at one of

the Three Little Words, but when you sell in two of the three,

you will have a very loyal customer.

Has product training and sales training,

reviewed your company’s website and literature,

understand demos and marketing ideas

behind the display design. You are ready for the show.

But now you’re standing in the booth and it’s Duh? hour. Your

you can list the features and benefits, but what

person standing in front of you want to know?

It can be summed up in three little words: time, money,

Inconvenience.

They want it to save them time, charge them less money, and

cut out the hassle. In fact, it is what we all want when we shop

ourselves, whether for banking or broccoli, wine or gadgets.

For example: we pay for chopped lettuce but in bags at the

grocery store. Does it save us money? No, it costs much more than a

head of lettuce, but saves time and hassle because

you don’t have to cut it. Check everything you buy and

you will find an example.

You can make a sale in one of the Three Little Words, but

when you sell on two of the three, you will have a very loyal

client.

Frame your opening remarks around these three words

and you will get people’s attention. Don’t make them ask the

questions: be prepared to find which of these words is more

important to them and match your presentation with their

worries.

TIME – We all want time, more time and trade shows are a

time problem. It’s compressed, there are only so many

hours the show is open, so few hours to walk the aisles and

minutes to stop at a booth. The conversations are short,

listening skills are strained and you’ll never have enough

It’s time to go through the leisurely sales call process.

Here are 10 things people want to know about your

company and time:

1. What is the time from order to shipment?

2. How long for custom orders and modifications?

3. How long does the design last?

4. Do you have everything I need or do I have to wait

Parts?

5. When will a salesperson call me?

6. How long does it take to learn?

7. How long does it take to teach someone?

8. What training materials and who are provided?

9. How long does it take to assemble?

10. How long will it last?

MONEY: money is important and saving money in no time.

Times are critical, but remember that beyond the pure currency is

value. Value is what you must sell. The simple definition is

Value = Price + Yield. We all have something in it

closet or garage that they sold us just for the price, and

we feel cheated.

Here are 10 things people want to know about your

company and money:

1. How much is it?

2. What is my discount?

3. Do you accept credit cards?

4. Will you fund this?

5. What are your payment terms?

6. What is your warranty?

7. What is my refund?

8. Why are you taller (shorter) than your competitor?

9. Do I have to pay for the modifications?

10. What is the best offer you can offer me?

PROBLEMS: If time is money, the problems are as much time as money.

If you save $ 500 when you shop, but cost $ 1,000 in personal

Time to solve a problem, was it a good deal? From

race no. These are the days of hitting the phone button

customer service, voicemail hell with no live people,

cuts in staff that provided the corporate memory of how

things really work, and more and more are being seen on the website.

(Note: do you know that more companies are adding a

number to help you find what you cannot find on your website

site? But you have to go to their site and read the fine print.

to get the number!)

Here are 10 things people want to know about your

company and annoyances:

1. What are the most common problems with your product?

2. How do you solve those problems?

3. Have you ever called your own customer service?

Department?

4. Are you available 24 hours a day, 7 days a week, 365 days a year?

5. How long does it take to get the parts?

6. Who performs the repair and how long does it take?

7. What is the warranty process?

8. Who manages my account and what happens when she

leaves?

9. What happens if the business is merged or closed?

10. What if it just doesn’t work for us?

We all have real stories about customer service and

time-money-hassle factors. Here are some of mine.

1. I needed a toner cartridge for an old and faithful printer.

Local stores did not sell it and did not want to make special offers.

ask for it, so I called 800 number for a staple in the office

supply business because it had a 15% coupon. Took one

call waiting time, checkout and my item was finally found!

It couldn’t be delivered to the store so I could use the coupon.

and save the freight, but had to send it to me directly. Now

I am on your mailing list and I receive a catalog every week.

What a waste, but I’ve been told it’s too hard to get me out

the mailing list. Is this my favorite store? It used to be. Not just anyone

more.

2. There are many ISP stories. Two years ago when the great

one bought my little one, I had 13 days of intermittent service

as they merged. This year, they changed “something”

(your term) and you could receive mail but not send it. I spoke

with 11 people over the course of a week, a total of 14

hours. I listened to a lot of music, a lot of “what have you done?”

and “let’s start over.” I spoke with supervisors, technology

support and marketing. Finally, I found a new boy who said:

“Oh yes, we changed something. There, everything is fixed.”

Without billing them for my time, I calculate that this experience

It costs the ISP five times what I pay in annual service fees. I will

stay with them. Yes, because I am afraid that the next service

Be worse.

3. Since I refuse to do business with people who know less

about your company that I often ask to speak to a

supervisor. Now, I keep a notebook and paper every time I make a

call and ask for name and extension. Recent replies:

All true!

* There is no supervisor.

* They cannot receive incoming calls. Leave a name and a number

and they will contact you in 3 days.

* 20 minutes of music, then disconnect.

* Just unplug it.

* Call customer service. An hour of discussion and be

transmitted through long retention patterns. We can never

has and / or refuses to solve your problem. Hang up the call

same number. Problem solved in two minutes.

* Voicemail hell with no option to speak to a real person.

* Websites without real addresses or phone numbers.

Contact Us is an email address that never responds.

Be brief. Start your conversation with “(My company) can

save your business (time, money, hassle) and we support you

our clients. “

Do customer service issues appear at trade shows?

Occasionally. Do they happen after the shows? All the time. Tea

plus you can define time, money and hassle for your

customers and prospects, the more profitable they will all be.