The Sunday Mail
Tendai Mbirimi – Bridal writer
When compared with previous years, the year 2015 has seen a decrease in the number of exhibitors at various wedding expos.
Some exhibitors have vowed never to participate at future expos due to lack of reasonable sales at the previous expos they have participated in.
Obviously some of these exhibitors do not really understand the purpose of wedding expos.
Like in any other business exhibition, the reason for participating in an expo is to meet prospects and hopefully turn them into profitable clients.
Other reasons include knowing more about competitors and strengthening one’s brand in the industry.
An expo is not about direct sales.
Most people normally behave in two ways when they attend bridal shows.
Some will wander around the booths gathering brochures and business cards so that they can call the service providers when the need arises
Others come with a list on hand, impishly going through the exhibition stands and asking questions but with no intention of ever contacting the service provider. They will sit down in your booth and ask you questions about your package and other amenities included but it ends there.
The majority of brides-to-be who show up at bridal fairs are mostly considered window shoppers. If you ask, most of them do not even have a definite date for their wedding yet. Some of them will take weeks, even months before they can decide whom to book.
Participating in a bridal show is not without a cost. You have to pay a fee to reserve a slot and be able to present your services. This of course, is an investment you would want to pay off in the near future.
However, hard selling to a client during bridal shows is not a good idea most of the times. One will end up spending too much time on one client. Most clients are not patient to wait while you chronicle your services to other customers.
Remember that you are not the only booth around. So there you are, explaining your services up to the last bits.
Chances are that the guests will not even remember a single word you said as they move on to the next wedding planner who will probably offer almost the same services you have mentioned, but with more favourable conditions.
Try not to use hard sell tactics during a bridal show and avoid being to pushy as this might be read as being too desperate and might push away some clients. It makes them doubt if you will be able to deliver.
Sometimes, it is better to hire presentable, cute, fluent trained personnel to represent you. Remember, front office presentation does the magic.
Bridal shows also tend to be loud and crowded. Pushing sales in such an environment is a difficult task, simply distribute your business card to those who visit your booth so that they can contact you later.
You can also prepare a log sheet where clients can put their contact information and event details. Ask for their name, date of event, contact number and email address. You can also prepare a notepad and an empty glass bowl where guests can just drop their business cards or write down their information and drop in it.
After the day is done, make sure to consolidate this information in a single database so that you can make follow ups after the expo.
The bottom line is: Entice your guests to visit your showroom because that is where you have ample time and space to take them through your services.
You can even consider giving them vouchers redeemable upon visiting your showroom!
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