Fairs, Events and Expos, Oh My! Home Biz Families.com

In my previous post, “Don’t just sit there…stand there. A simple tip for events & expos” I discussed one of the biggest mistakes I made while promoting my home-based direct selling business at fairs and expos.

I would like to use this opportunity to tell you about my second biggest mistake (with hopes that you will learn from it, of course). When I was struggling with getting party bookings at vendor events, one of my direct sales managers suggested that I gather information about potential customers, prospects and hostesses by using a give-away. In a nutshell, I created drawing slips that asked for more information about the customer including their name, phone, address and whether or not they are interested in a) hosting a party, b) purchasing products or c) obtaining a catalog. At the end of the event, I gave one of the entrants a $20.00 gift certificate, and connected with the others on the telephone based upon their responses.

I remember reviewing dozens of entry slips after one event. I excitedly called the entrants. “Remember me?” I asked. “You entered a drawing for a gift package at my booth”. “Are you still interested in hosting a show?” The most common responses were, “you don’t need to call me back, I will call you when I am ready to host.”…or, “take me off your list”. Even worse, “I don’t have any clue who you are…click……”.

After venting my frustration with some fellow direct-selling friends, I got some valuable advice. Never, ever take someone’s information, without gathering a little bit of personal information about them first.

While it seems simplistic, it worked wonders. At the next show, I took notes. When someone expressed interest in the products, business opportunity or hosting a show, I scribbled some details about them in a notebook or directly on the drawing slip that they had filled out.

For example, one of my booth visitors told me that she was a girl-scout troop leader who wanted to share the products with her fellow troop moms. I noted her interest on the back of the slip. Another woman was attempting to talk with me while her two year old son was throwing a tantrum in his stroller. I actually wrote on my clipboard, “call the woman with the fussy toddler”.

This time, when I started making calls, I was also making a personal connection with my future customers.

“Hi, Sheila…this is Traci.” “I spoke with you about products for your girl scout troop at the Holiday Fair…is this a good time to discuss a get-together?”

“Hi, Julie…this is Traci.” “Remember when I spoke with you at the Holiday Fair?” “I also have a two year old daughter, so I understand how hard it is to talk with someone when they are fussy…is this a better time to chat?”

Can you see the difference a few notes make? Imagine yourself as the customer. How would you feel if the sales person remembered you? Would you be more likely to host a party or purchase products from them if they remembered a few important details about their initial conversation with you?

Taking notes about your booth guests is nothing more than a simple brain jogger. For example, “lady with hot pink sweater”…”woman carrying small dog”. Trust me, when you return home after spending an entire weekend talking with literally hundreds of people, you will not remember who you should call, and what to talk with them about. A few quick notes will help you sound interested, professional and will help you make the connections that will move your business forward.