I’m often asked about the future of the exposition business.  And I'm sure if you're a marketing manager, you get the same question from the boss.  It's typically phrased as “with the internet, teleconferencing, and all advanced communications available today, do people really still have to show up in person to make decisions and buy?”

 

So here's what you tell the boss: The answer is no, they don’t, and they never really had to. However, in-person is still the best way to do anything. 

 

For techies who may disagree, it’s interesting to get the perspective of the most famous techie of all times, the late and great Steve Jobs.This photograph is not a spaceship. It is Jobs’ vision for the new Apple campus. As opposed to many international companies that take great pride in having management teams throughout the world, Jobs wanted all 12,000 of his non-manufacturing employees in one place. 

 

Why? Because he was a big advocate of face-to-face interaction. As he told his biographer, “Creativity comes from spontaneous meetings, from random discussions.  You run into someone, you ask what they’re doing, you say ‘Wow’ and soon you’re cooking up all sorts of ideas.” 

 

It’s also no secret that the Apple store is always the most packed one at the mall. People want to see, touch, talk, and be among people like themselves. It’s why shows have always been, and will continue to be, important.

 

David J Zimmerman

Southern Shows Inc.

Professional sales trainers will tell you that there are four basic types of personalities. This post, and the three following, will each describe one of them. I’ll then give you some clues on how to identify them, and some points on how to sell to them in an exhibit environment.

The first personality type is the Driver

Understanding them: These are no-nonsense ‘I’m in charge’ types. The bad news is that they are demanding. The good news is they tend to have money, because they tend to be the people in charge. They are decisive and controlling.

Identifying them: They walk into your exhibit like they are on a mission. They ask direct questions. They are going to test your knowledge, and they are going to make sure you know they’re in charge.

Selling to them: Provide direct short answers. Establish your expertise. Do not waste their time or get distracted by something else. Do not try to schmooze them. Set a specific follow-up plan.

Next time we’ll look at the Expressives. Good selling.

David J Zimmerman
Southern Shows Inc.