In almost every retail store, product specialists will be demonstrating and attempting to sell all sorts of products from fitness equipment, electronics, appliances, food and beauty products. Manufacturers know consumers like the opportunity to see and test out products before making a purchase. That’s why retail product demonstrations can be a great way to improve sales, enhance brand awareness and increase consumer satisfaction with your product or service. Here are some fool-proof ways to boost the effectiveness of your in-store demonstration and increase customer engagement.
1: Train the Demonstrator
The demonstrator representing your company to the consumer needs to be prepared to do the job right. An experienced demonstrator will be an expert on your brand and be an ambassador who is able to answer any questions or concerns the public may have. They will know how to sell the benefits of your brand and products and be confident in your selling points. Product and brand training can go a long way, as many consumers will make their purchase decisions on the spot. Make sure your staff is prepared with a day (or more!) of training as well as an informational brochure they can refer back to. Choose motivated, intelligent and friendly staff that will hold the consumers’ attention and represent your company well.
2: Listen to the Customer
Product demonstrators often may not have the best listening skills. Showing the consumer how the product works is not good enough. You must also listen to their queries and needs and mould your knowledge in a way that will show them how the product is right for them. If you don’t immediately answer a customer question, at least acknowledge that you heard and understood the question and promise to get back to it. If you cannot answer their question in-store, organize a way that you will get back to them with the answer.
3: Involve the Customer
For the best results, have the customer test out the product instead of having them just be a spectator. Let them hold the item, press the buttons, touch, taste and smell, and try it for themselves. This will give them a better idea of how the features could meet their needs and have them leave with a better understanding of the product. Hopefully they will decide to make a purchase!
4: Be Honest
Customer questions and objects can be easily dealt with if you are prepared. Insulting your competition is not the best way to gain their support, so be confident with your answers about the product and show them the benefits of the brand without having to resort to fabrications and over exaggerating points. The product will do the work for itself if it is a quality item.
5: Enhance with Sales Coupons
Your product will stand out more in the minds of shoppers if you offer special discounts or coupons for them to use in-store or on the spot. This can persuade consumers to buy the item right away if they know they can get a great deal on the product.
6: Cut Out the Jargon
Not everyone passing through the display or store will be a sophisticated tech genius, so make sure your demonstrator can appeal to the masses and interest all groups of potential clients. Jargon seldom impresses people, so instead impress them by speaking to them on their level. If the customer can’t understand your demonstration, they won’t be inclined to consider purchasing the item.
7: Be Ready for Questions
You customers most likely have been doing their research being coming to the store, especially if they are in the process of buying a big-ticket item, so be prepared. They will expect a demonstrator to have the answers to their burning questions and give them enough information to make their decision.
8: Demonstrate Greatness
Show your customers the benefits of your products by using it in front of them, not just talking about it and point to it. Your job after all is to demonstrate the item, not train the purchaser on how it operates. Doing this will show them how it works, how it feels, how it sounds, etcetera.
9: Don’t Overwhelm
You want to attract customers’ attention, but once you have it don’t make them feel like they’re in a lecture. Draw on personal experiences, ask them questions about their lifestyle needs and interests, and give them a chance to look around and think on their own before jumping to the next part of your sales pitch.
10: Be Organized
Make sure the product demonstration area is fully-stocked with brochures, samples, coupons and products to test out. The booth area should be inviting, clean and interactive to attract curious consumers to come visit you in a large retail atmosphere.
By following these 10 tips, your next demonstration will be a great success!