Answering Difficult Questions at Trade Shows

Trade shows are a wonderful opportunity to interact with potential and existing customers. You’ll have an opportunity to get face-to-face feedback on your products and answer consumer questions. However, there may be some instances when attendees come to your booth because they are unhappy with your company. This can be challenging, but if you encounter this at your trade fair booth, there are a few guidelines to keep in mind.

Remain Calm

If a customer has a complaint about your product or a service you’ve provided, he/she may attack you directly, since you’re affiliated with the company. Don’t take this personally. Bring the focus of the conversation back to the customer’s concern and listen intently. After the attendee has explained why he/she is dissatisfied, be sure to apologize for the inconvenience. Offer solutions that you are authorized to provide. If this doesn’t help, let the attendee know that you’ll speak to your manager or company owner. In many cases, if a customer knows you’re committed to finding a solution, this can help to diffuse the situation.

Be Honest

Customers depend on you to tell the truth. If an attendee comes to your display stand asking questions about your return policy or how to operate certain products, be honest. If you know the policy concerning these issues, provide the customer with all necessary information. If you’re not sure how to answer a question, don’t be afraid to ask your manager or a colleague for input. Attendees need to see that you’re willing to do what it takes to solve the problem. It’s important to learn all you can before the trade show so that you can answer as many customer inquiries as possible. However, if you’re not completely sure about something, there’s nothing wrong with asking for clarification. It’s better to give an attendee an accurate answer than to provide misinformation because you want to appear knowledgeable.

Establish Rapport

When an attendee comes to your exhibit for the purpose of complaining or providing negative feedback, try to find common ground with them. Assure the customer that you’re here to help, and that you want to find the best solution to the problem. Let the attendee know that you value customer service just as much as he/she does. Customers need to know that they come first, and that you’re not simply trying to defend your company. It may be difficult to come up with a solution that the customer is happy with, and you may have limited time at the trade show. If this is the case, prove the customer with all necessary contact information so that you can follow up with him/her after the marketing event. Making the extra effort to solve a customer’s problem is an effective marketing tool that the attendee will remember long after the trade show.

Design Your Booth Accordingly

Exhibit booth displays can also be designed to answer difficult questions. While your banner stands will likely feature your logo and slogan on a banner, you can also include concise information about your policies. Be sure that details about returns, exchanges and sale promotions are easy to see and access. This can keep customers from claiming that certain benefits or products were promised to them. The right information will also let attendees know what they can expect when they purchase goods or services from you. Being committed to customer service while making your regulations sends a professional message. Attendees know that you’re here to help and will be less likely to make assumptions. When you’re transparent about your business practices, it makes your company appear more reliable. So, even if customers have complaints, they will be able to say they have a clear understanding of your policies after speaking with you or a member of your team.