Following on from our last article on Attracting the Right Clients, we have some stats for you. According to the numbers, only 34% of trade shows attendees are satisfied by their visit. Forbes tells us that 86% of buyers will pay more for a great customer experience when shopping. At icatchers, we’ve found that if you want to WOW customers and have them queueing up for a look at your showroom, your retail store or your exhibition display, there are five things you need to know before you get stuck into making plans.
In part 1 of this series, we’ll be taking a close look at the value of understanding your potential client’s personality type.
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Know your client’s personality type
It’s worth being mindful of different personality types, as this can influence how a potential client will engage and interact with you and your products and services on display. Once you have this knowledge, you can use it to your advantage.
A theory by psychologist Howard Gardner says that there are multiple types of intelligence, which can influence how people will process information. The theory is often applied to learning and it shows that people respond positively to different things. For example, some people learn using a hands-on style, while others prefer visual learning.
By recognising this, you can adapt the knowledge to understand how to encourage potential clients to engage and interact with you. Let’s take a look at the seven styles:
Visual
These clients tend to find concepts easier to understand when they are accompanied by images, pictures and diagrams. Why not create a visual journey for attendees by using bold imagery in your layouts?
Aural
These clients have an affinity for sound and music and prefer to hear information out loud. You’ll want to incorporate aural content in your displays, such as sound recordings, to help support visual content.
Verbal
Clients who prefer a verbal style use speaking and writing to express themselves. Having sales staff who are skilled at drawing these customers into conversation is important and will encourage them to engage and interact with the displays.
Physical
These are the most hands-on clients and will benefit from physical activities. Think about including interactive technologies, like AR or VR, but do make sure content is meaningful and that clients can see the value. If you’re showcasing products and services, offer opportunities for product testing.
Logical
As well as being good with numbers, logical clients work through problems in a scientific way. When it comes to your display, go the extra mile with supporting evidence and throw in a few statistics to make your point.
Social (interpersonal)
These clients are sociable, good communicators, and enjoy working with others. Skilled sales staff are important and will encourage them to engage and interact with your displays.
Solitary (intrapersonal)
These clients are independent and introspective in nature. They work best in a quiet space, without distraction from others. In this case, it might be best for your sales staff to take a more hands-off approach. Why not consider adding self-guided options to your display or as part of your showroom or fit out?
Now you are probably wondering how you find out this information, right? ASK your top 10 or 20 current clients is the answer. Call them, chat about what they would like to see and not see, how they would like to interact or not interact. The best research is utilising the resources you currently have.
If you’re hoping to WOW potential clients at your next trade show event or simply want to ensure those coming through your retail stores, showrooms or pop ups are heading away to tell all their friends, make sure to keep an eye out for part 2 of this series for more tips! If you have any questions or comments, don’t hesitate to connect with us via email at info@icatchers.com.au, or call our office on 1300 422 824.