Trade shows can provide a convenient opportunity to network with other industry leaders and reach new clients or customers. But getting a higher return on your massive trade show investment means you need to capture a lot of quality leads.
And the competition is often fierce. So how can you effectively get — and keep — someone’s attention amidst all the noise?
We’re glad you asked . . .
Here are six influence tactics you can incorporate now to capture your prospects’ attention and persuade them to work with you.
In the simplest terms, reciprocity is returning someone’s favor. It’s like when someone agrees to scratch your back . . . you’ll surely reciprocate and scratch theirs. There’s an unspoken obligation.
That’s why reciprocity is such an effective influence tactic. One way to do this is to give away an object of perceived value to your prospects at a trade show. This way, you’re priming the pump for them to feel obligated, and more likely, to give you their contact information right there on the trade show floor.
Trading value is simple. And it’s an effective way to influence your potential customers to take action.
2. Consistency and Commitment
People are consistent in their behavior — in the actions they take and the decisions they make. After all, have you ever heard someone provide criticism like, “she’s just not very consistent.”? As social beings, we value consistency and use it as a tool to build trust with someone
When people are willing to make a commitment— even a small, seemingly inconsequential one — they’re more likely to make another one in order to maintain consistency.
For example, let’s say you ask someone if they’re looking to improve their sales. More than likely, they’d say “yes.” Then, you ask if they’d be willing to test out a new technology if it was guaranteed to boost their sales. They may say “yes” to this as well. Finally, you ask them to try your product for 7 days. Now that they’ve said “yes” to two similar questions, they’re more likely to agree to this than if you were to ask them straight away to try your product for 7 days.
3. Social Proof
What was the last major purchase you made? Where did you hear about that purchase? If it was from a friend or someone in your network, you were most likely less skeptical and way more willing to buy it — simply because your friend told you it was great.
This is just one example of how we’re influenced by the actions of our peers and what we see others do.
If you’re able to demonstrate the great experience others are having with your product and services, you’ll create a scene where potential, like-minded people are persuaded that they should have the same great experience. After all, “if they’re enjoying it, I might too!”
Case studies sent out to trade show attendees in pre-show mailing packets are one great example of putting this in action. Showcasing positive feedback and endorsements of your current clients is also another great way to demonstrate social proof.
We don’t argue with the experts. In fact, they influence our decisions. Their authority creates a sense of obligation and respect. After all, more times than not, we’ll agree: the expert knows best.
Whether it’s through case studies, statistics, or research — when you present your brand as the leading expert in your field or services, prospects are more likely to listen to you and be positively influenced by your message because you’ve established yourself as an authority in your field.
Scarcity is a common marketing and advertising tactic. The whole point of leveraging scarcity is to create tension and agitation in the minds of potential buyers and customers.
If people feel like they’re going to miss out on something, they’re more likely to act. Think about all those “limited-time offers” and “hurry now, before supplies run out!” ads you’ve seen. Whether or not they worked on you, we’re willing to bet you thought about taking action — even for a minute — because you didn’t want to miss out.
Limited-time discounts and offers on the trade show floor are a great way to create a sense of scarcity to influence people to respond. Or even giveaways with limited quantities.
Believe it or not, we’re more influenced by people we like. Crazy, right? Whether they share similar views, opinions, or experiences, we are more likely to trust those we share a connection with.
So consider setting goals for your teams on the trade show floor (whether they’re inside or outside your booth) that are more social, connection oriented than just making the sale.
Challenge your teams to find out more about the person in each conversation — to show interest — in an effort to build a genuine connection. The details your teams learn will be a great help when reaching out to each contact during your post-show communications.
Did you find these 6 influence tactics helpful? If you did, you’ll love our resource: 7 Keys To An Irresistible Trade Show Campaign. Download and read it now!