When Your Business Is Small You Must Appear to Be Big!
My client was a startup business with no sales history, a single item product and limited working capital. This was to be the actual unveiling, the market launch for the product. We rented the smallest booth the management had available. Our location was not ideal as this client was a first time participant.
Nevertheless, despite our inherent limitations we were a rousing success. The booth was constantly crowded. The product was instantly recognized as a significant advance in its category. We were exhausted at the end of each day from demonstrating the products performance features and benefits and discussing business opportunities through translators. We have been consumed with follow up interest and are currently negotiating exclusive country distribution deals with over 40 companies.
While the show was in progress we took particular note of activity in the displays around us. The Cosmoprof set an attendance record this year. Everybody displaying should have been as busy, or busier than my client, especially considering our limitations. However, we spoke to numerous company representatives from all over the world and there seemed to be a prevalent mood of mild disappointment.
Several elements account for the disparate response our single product, shown for the very first time, and with restricted resources, received from this international, very critical clientele, and the disappointment so many fully funded and resource rich businesses experienced. In a word, we made our product look much, much grander than it actually was.
Using stock, off the shelf display pieces we dressed them cleverly with creative graphics. Banners were similarly produced at a fraction of our competition's cost. The branding we created for the product cut instantly through the chaotic clutter of the show environment and resonated with buyers. The product was constantly being demonstrated and the performance benefits we claimed, we proved, at point and time of application. Buyers were amazed that the immediate benefit we guaranteed could be instantly experienced.
My company attends and displays for clients at numerous trade-shows every year in a wide range of consumer product categories. When we work with inventors, entrepreneurs and smaller businesses we stress the importance of appearing to be stronger than you are. At Cosmoprof, if we had simply relied on the great product we knew we had, we would have been much less satisfied with our result. We appeared technologically advanced because we offered a full slate of performance and demonstration benefits that we alone were utilizing.
In today's very hectic consumer product marketplace it is essential that new products offer unique features and benefits. My counsel to entrepreneurs is that there are many ways to stretch limited resources and appear to be a more robust enterprise. Being small offers the unique benefit of being much more nimble and flexible than larger enterprises. Leverage this advantage.
Related Tags: entrepreneurs, sales presentations, inventors, consulting, sales techniques, selling skills, closing sales
Geoff Ficke has been a serial entrepreneur for almost 50 years. As a small boy, earning his spending money doing odd jobs in the neighborhood, he learned the value of selling himself, offering service and value for money.
After putting himself through the University of Kentucky (B.A. Broadcast Journalism, 1969) and serving in the United States Marine Corp, Mr. Ficke commenced a career in the cosmetic industry. After rising to National Sales Manager for Vidal Sassoon Hair Care at age 28, he then launched a number of ventures, including Rubigo Cosmetics, Parfums Pierre Wulff Paris, Le Bain Couture and Fashion Fragrance.
Geoff Ficke and his consulting firm, Duquesa Marketing, Inc. (http://www.duquesamarketing.com) has assisted businesses large and small, domestic and international, entrepreneurs, inventors and students in new product development, capital formation, licensing, marketing, sales and business plans and successful implementation of his customized strategies. He is a Senior Fellow at the Page Center for Entrep
Your Article Search Directory : Find in ArticlesRecent articles in this category:
- Is SEO Optimisation Important Today?
Those who have tried setting up their own websites know just how competitive the online market reall - How to Shop Fearlessly, Look For Bargains, And Save Time and Money on the Web?
With the advent of online shopping, going to outlets and discount shopping centers may become an act - Roll Up Stand Changing Vendor Booths
Most people have been to trade shows, home shows, state and county fairs and other places where ther - Achieving Your Advertising Goals With a Roll Up Stand
Advertising is a common function of a business. However, it requires creativity and hard work to ens - Trade Show Displays and Expos
Trade Shows and community business Expos provide a captive audience for your business, to get the wo - How to Make Sure Your Newsletters Are Sent Out on Time
There are three key elements to making sure your newsletter is delivered on time: People, planning, - Portable Displays - Trade Show Displays
Portable Displays are the best option for exhibitors when it comes to Trade Shows. Portable Displays - Banner Displays - a Great Portable Display
Banner Displays are considered one of the most portable displays when used for trade shows. They com - Small Business Reputation Management - Your Small Business Information Could be Wrong
Bad information could be out there circulating on the Internet this very minute about your business - Eight Guidelines For Writing Newsletters That Engage Your Readers and Build Your Business
Want to write newsletters that engage your readers and help to build community? Whether you are a sm
Most viewed articles in this category:
- Adsense Is Making Me Rich
I want to talk to you about the power of Google AdSense and how you can use it to generate not hundr - How to Increase Your Business Using the Esoteric Science of Radionics
As a small business owner, there are an amazing number of difficult skills I need to master so my bu - 14 Top Lead Generation Tips
According to former Harvard Business School professor David Maister, typical marketing practices are - More Marketing Dope
Direct marketing can make you very successful, but you’ve got to understand the basics. Here a - The State Of Paid-To-Surf Programs Today
What a difference a year can make. 12 months ago, auto surf programs were at their peak. More an - Should You Open Up An Ebay Store?
Ebay has provided some amazing opportunities for many people to earn online. This widely popular au - Is Adsense A Good Idea?
For many webmasters, Google AdSense has become a great revenue generator. Since the program pays th - The "Coat Of Arms" Revisited
Recently I listened to a interview with Mark Joyner and Gary Halbert about Gary's famous "Coat of Ar - Brand Loyalty
It's a challenge getting consumers to remain loyal to a particular brand. Unlike the good old days w - The Hottest Affiliate Ebooks Out in the Market Today!
Affiliate Project X is a great affiliate marketing ebook. Totaling only 50 pages you could have your