Turning an Objection Into an Opportunity
During the past year, I confirmed something I suspected was true: the push to be eco-friendly has lost momentum in the trade show industry. It’s not anyone’s fault, but like other trends, it has become an afterthought for many exhibitors and exhibit builders serving the trade show industry. That trend is your opportunity in 2020.
Most companies have a sustainability policy, whether it’s a corporate initiative at a Fortune 500 company or a zero-waste policy at a local manufacturer.
My question is … Are marketing departments, particularly the trade show or event marketing functions, tying into the sustainability policies of their respective companies? Some are when they’re selling a green product or service, but a majority are not since most corporation’s sustainability policies rarely include their trade shows unless it’s mandated by a show like Greenbuild.
However, “sustainability” can create a selling advantage — a key differentiator. The subject of sustainability may not be something you lead with in a presentation, but it might be the added benefit that could spark interest and make you stand out from your competitors. If everything is equal between you and a competitor in the mind of your client, then sustainability might be what wins the project.
It’s important to communicate to your clients that sustainable materials are NOT more expensive than standard materials plus the quality and durability of eco-friendly materials is equal to or exceeds those standard materials. You have the opportunity to offer your customer more for their money.
Now that you are excited about selling the benefits of eco-friendly booths, the fact remains that design is the principle reason clients make a buying decision along with the relationship you’ve established and the services you provide. For that reason, we know that presenting a design that meets your clients’ visual expectations along with their budget is your primary goal and being eco-friendly is an added bonus.
Your success is our success so let us know how we can continue to support your sales efforts with sustainable designs at Classic Exhibits.
See below for images of our 10 x 30 booth at EXHIBITORLIVE 2019 which is a finalist for the Portable Modular Awards. Please vote.
Tom Beard, Regional Sales Manager, Classic Exhibits Inc.
