Using effective display (and sales) techniques to increase your success here at the SMART Show

•We know shows are a big investment of time and money… Let’s maximize the results we get!

Presented by• Larry Johnson• Senior Vice President Business Development• Pacific Northern, Carrollton, Texas• 972-512-9072• JohnsonL@Pacificnorthern.com• Contributing writer- INSTORE magazine

• Author of

Step 1- Determine specifically what your goals are for these next few days

• Sure you want to sell a lot of goods, but think further•What do you want to communicate to the

jewelers who will stop at your booth?

What image do you want to convey to jewelers stopping at your booth?

• Be certain your booth is designed to communicate that impression and you are ready to present yourself that way

Don’t give an inconsistent message.

Make what you say match what you show• Quality

• Service

• Price or Value

• Selection

• Design

Quality• Does your booth utilize quality components so you appear as

a quality line?• Are your trays clean and fresh or dirty or worn?• Is your booth well lit?• Do you have your merchandise selection organized into small

capacity trays to “treat” the merchandise as quality goods?• Do you have an easy way to demonstrate to your visitors the

quality aspects of your goods you want to communicate?• Everyone claims to have good quality, why should I believe

you?

Service• Again, everybody claims this. Are you prepared to give me

specifics as to why your service is exemplary?• Can you give me an example of a situation you can relate to

the customer that demonstrates the excellent service you offer?

• Do you have sufficient staff to give me great service? Did you acknowledge me when I came up even if you were busy with someone else?

Price or Value• Show me!

• Be prepared to tell me how you can offer these lower prices on items of such value. I will probably not believe you just take a smaller profit.

• Do you have competitive prices on identical items to show your “lower price or better value?’ If not, how do you know you prices are lower?

Selection and design• Customer’s love a big selection!

• Show me how your selection includes multiple popular styles because having lots of “dogs” is not “a good selection”

• Show me pieces with a design flair that I can communicate clearly to my customer

Step 2- Organize yourself to make the most of the time we will spend together

• Respect my time and yours!

You’ve done this enough times to know the questions your prospects will ask

• Be prepared for what you know is coming

• Organize your answers into a short logical few words

Pre-think your answers to the obvious questions I’ll ask

•Who are you•What is your line•Where is it made or sold•When can I get it•Why should I carry it•How and How much?

Be prepared to ask me some questions about my store in order to give me your best proposal

• One size (or selection) does NOT fit all!• Don’t you want to know something about my

store, my market, my clientele, my brand positioning … before you decide what I need to buy from you?

Maybe the best answer to these questions is a question of your own

• Who are YOU?• What kind of store do you have?• Where is your store?• When are you looking to add product?• Why do you think your customer will like this

line?• How do you see it fitting in with the rest of your

store?

Make you line a logical solution to the needs the customer says they have

• Solving problems is much easier than cramming your goods down their throats!

Be organized to have everything you need close by

• Nothing is worse that waiting while you look around for something you need for our conversation.

• This delay interrupts the flow of our conversation and stalls the momentum of your sale

Show me prices that reflect current commodity market prices

• Otherwise we’ll spend all day on the calculator!

Step 3- Tell me how I sell it…and how you are going to help me do that!

• Try less to sell me and try more to help me sell my customer

Which pieces do I buy?

• Which are the best sellers?• Why do you think they sell best?• Here are some facts about my store… (Insert

facts here) … Now, which pieces do you think will sell best for me?• Why?

How do I display them?

• How much space do we need to use?•Which pieces should be emphasized?•What about adjacency?• Do you have signage to help me tell the

story?• How are other successful jewelers

displaying these items?

Do you offer a free display?• If not, fine.

• If so, then tell me………• Why should I use it?• Does it have the ability to emphasize specific pieces?• What material is it made of?• Does it have my store name on it?• Is it an appropriate size for the sales I expect to do?• What if I want to use my own display instead?

Do you offer any other sales support?

• Signage• Counterpads• Imagery• Video clips

• How are you going to help me help you?

What selling points do I emphasize to my customers to sell it through?

• Let’s role play……….. • Pretend I am the customer and you are me. …….Tell me what

you’d say to sell me this piece.

If we don’t sell your goods…

•What do we do then?•Am I stuck with them?• Stock balancing?

Don’t forget to ask for the order… you’d be amazed how many people don’t• .

When we are done with our meeting here, repeat to me what I am going to do and what you are going to do

• I want to be sure we understand each other

• Remember to say “Thanks” for stopping by• You said you give good service (remember?)• A satisfied customer will direct others to your booth

After the show…………

• Followup by email with me and confirm what we are doing next• If I ordered, confirm the order to me and ship it.• Then followup 30 days after I get it and discuss

the results.• Make suggestions on how we can improve and

discuss reorders

Recap the show before you do your next show

• What went right?• What went wrong?• What changes should you make?• What do you want to expand?• Should you get more space?• Should you promote the show more?• What did your competition do?

Questions, Comments, Suggestions

• Any thoughts as to how to make this show better?