5 Tips for Good Show Sales

It all comes down to common sense
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by John Adams-Graf

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This is the age of “customer service.” Don’t like your hamburger? Post a bad review on Facebook. Didn’t like the look of your new Nikes when you put them on? Return them to the store—no questions asked!

Businesses and corporations are really trying to gain our loyalty—and dollars. So, when I hear complaints from military vehicle enthusiasts who have received bad service from vendors, I just have to shake my head and ask, “Are those guys really in business?

 Okay, this is a bit exaggerated. Rod Shaver really doesn’t talk on his WWII-era walkie-talkie when customers are present. But, the picture should remind you, put away your phone when a customer is present. The most important person is that person across the table with money in their pocket. Don’t slight him or her.

Okay, this is a bit exaggerated. Rod Shaver really doesn’t talk on his WWII-era walkie-talkie when customers are present. But, the picture should remind you, put away your phone when a customer is present. The most important person is that person across the table with money in their pocket. Don’t slight him or her.

POTENTIAL CUSTOMERS

“You greet everyone who comes in…no matter what kind of day you are having,” was my dad’s admonition to each of his kids who worked our grocery store. “You can always mutter, ‘you S.O.B.’ under your breath after they leave,” always got a chuckle from us when he was teaching us how to behave at work.

He impressed upon all of his workers that every person who came through the door of our store was a potential “good customer.” And who was a “good customer?” Anyone who chose to spend their money—no matter the amount—at our store as opposed to spending it at the competition’s.

 Good customer service revolves around acknowledging the customer. Simply standing when customers are present is one way to convey the message that you are interested in serving them. It can be tough to always be standing at a show, however. A good trick is to bring a small rug or mat to put behind your table. Then, when customers are nearby, who won’t be so reluctant to stand up if your feet are killing you.

Good customer service revolves around acknowledging the customer. Simply standing when customers are present is one way to convey the message that you are interested in serving them. It can be tough to always be standing at a show, however. A good trick is to bring a small rug or mat to put behind your table. Then, when customers are nearby, who won’t be so reluctant to stand up if your feet are killing you.

I suppose there are “consultants” out there who charge thousands of dollars to teach businesses how to interact with customers. That isn’t in the cards for most of us in the historic military vehicle business. But, we don’t really need to throw away cash on consultants.

It all comes down to a little common sense and remembering the golden rule of “treat others the way you want to be treated.” And yet, hardly a month passes when some frustrated buyer doesn’t send me an email or call me with complaints of feeling slighted by a vendor.

 Make yourself available to your customers. They want to have a relationship with their favorite vendors, and the easiest way to establish that is to get out from behind the table and talk—just like John Bizal does whenever he sets up at a show.

Make yourself available to your customers. They want to have a relationship with their favorite vendors, and the easiest way to establish that is to get out from behind the table and talk—just like John Bizal does whenever he sets up at a show.

One recent note from a collector began, “My wife and I attended the Pleasanton MVPA show and had a really good time…I brought $300 specifically to buy military items for my ‘42 jeep restoration project. I was deciding between five different vendors for these items. Two of the sellers were literally glued to their smart phones. They never looked up to see who was standing at their tables. Other people wanting to buy items just gave up and went on their way. I did as well.”

That really says it all…when I hear dealers complain about “slow sales,” “tire kickers,” “lack of participation,” or “no young people getting involved,” I just smile and listen. Okay, maybe I mutter, “you S.O.B.” after they leave, but only after I determine whether they understand the fundamentals of customer service—as it applies to a historic military vehicle show.

 The single most common complaint I hear from the “under 50” crowd is about items that are on a table but not priced. You may have grown up haggling, but today’s young buyers are used to “see, click, buy.” They don’t have the patience to wait around to ask, “What’s your best price?” If you want to sell it, mark it.

The single most common complaint I hear from the “under 50” crowd is about items that are on a table but not priced. You may have grown up haggling, but today’s young buyers are used to “see, click, buy.” They don’t have the patience to wait around to ask, “What’s your best price?” If you want to sell it, mark it.

5 RULES OF CUSTOMER SERVICE

I can’t take credit (or the blame) for these. Dad gave each of his kids these rules some 30 or 40 years ago. But, with a bit of adjustment, they can apply to good service in our hobby.

1. Acknowledge every customer

I covered this already, but basically, acknowledge someone who pauses at your booth or table. Don’t badger them, stare them down, or engage in a deep discussion. Just a simple, “good morning” or “hello” indicates you see them and are available to answer any questions. It doesn’t matter if you are catching up with your long-lost buddy. The guy on the other side of the table has the money in his pocket.

2. Don’t eat in front of a customer

I get it…you are at a show for eight hours or more. But you know what, I still feel uncomfortable if I am looking intently at some relics while a guy slops down a barbecue sandwich 24 inches on the other side of the table.

If you can’t leave your table, keep your food out of sight. Sneak a bite when no one is at your table.

3. Put away the phone (ipad, laptop, etc)

I had to adapt Dad’s rule to the 21st century. His rule was, “Don’t read in front of customers.” Nothing says you are totally disinterested in doing business like looking at your computer or talking on the phone.

You are at the show because you want direct contact with customers—so put away the distractions and MAKE contact!

4. Stand up

Again, this is an adaptation of Dad’s rule, “Don’t sit on the checkout counter.” Sitting in front of a customer says, “I can’t really be bothered unless I see the green of your wallet first.”

Standing to engage a customer indicates you are interested in them and are prepared to provide whatever interaction they require.

5. Know what you are selling

Dad’s way of insuring that we knew our products was to make us clean shelves, straighten items, or do pricing. That way, when someone asked, we could provide a meaningful answer.

At a show, tidying your table, making sure prices on items are visible, or just rearranging your stock is a good way for you to show your customers you care about your items.

Sitting behind in your booth without direct contact with your product conveys the idea you are just showing the same old stuff, show after show. An active vendor appears to be a seller who is excited about what he has to offer. Buyers react positively to that image.

THERE IS A 6TH RULE

While there are a lot more rules of business that you can apply to your sales efforts that might provide quantifiable results, remembering “Dad’s Five Rules of Customer Service” is something that each of us can use when we set up at the next show (he did have a sixth rule: “Don’t talk politics, religion, or sex. I just couldn’t figure out how to adapt that one for historic military vehicle dealers!).

Employing these rules might not make us any richer, but we will certainly appear to our customers as caring about our business and the hobby. As Dad always said, “Any customer is a good customer.”

You can always mutter, “You S.O.B.” after they leave.

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