How to Lead Gen at Local Fairs

by Darro
10 replies
Hi everyone.

I sell water purification systems and I've to try to take leads (and appointments) who want to buy my systems.

What is the best way to lead gen offline?
#fairs #gen #lead #local
  • Profile picture of the author GforceSage
    Marketing at the fair?

    Attach a deep fried Oreo to your Pamphlet.
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  • Profile picture of the author Darro
    LOL

    I know it's stupid but where I live (Italy) is the most common way to sell a product

    I'm also creating a site to sell more efficiently.

    I'd need a quick start to make some money and do the online stuff (Fb and Google Ads, Email Marketing, etc...)
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  • Profile picture of the author DABK
    How does your table/tent stand out?

    Have some young and very energetic men and women present. Maybe aspiring actors?

    Have them pretend to have fun, have them know how to explain the benefits and the benefits of the benefits.

    Have the tallest balloon or flag or anything that catches the eye.

    Give away some juice samples made with your purified water?

    Anything to catch their attention, draw them in, make them stay at your table/in your tent long enough for one of your people to make a pitch.

    Read Chet Holmes book for event marketing. He's got some great ideas.

    His book is The Ultimate Sale Machine https://www.google.com/search?q=chet...utf-8&oe=utf-8.

    Originally Posted by Darro View Post

    Hi everyone.

    I sell water purification systems and I've to try to take leads (and appointments) who want to buy my systems.

    What is the best way to lead gen offline?
    {{ DiscussionBoard.errors[10330291].message }}
  • Also a large color poster.

    With a Before and After "theme."

    Glass of "ordinary water" with a list of all the horrors and potential medical problems in it.

    Glass of "purified water" with a list of all the goodness and medical benefits in it.


    Yes, I know, maybe you can't show a pic of a magnified murky swamp crawling with bacteria infested fanged creatures in the first glass.

    So…have two identical glasses with a headline saying "Can You Spot The Difference?"

    Should help make people stop look and then read the copy.


    Steve


    P.S. No harm in giving out fantastic Flyers or phenomenal Postcards to people who, at the time would rather not hear any kind of a sales pitch (let them call you).
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    • Profile picture of the author Claude Whitacre
      Is your water purifier portable? Can the customer carry it with them?

      There is a reason I'm asking. And any advice I give depends on how portable your product is.
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      • Profile picture of the author Darro
        Originally Posted by Claude Whitacre View Post

        Is your water purifier portable? Can the customer carry it with them?

        There is a reason I'm asking. And any advice I give depends on how portable your product is.
        No because it has to be linked on your home water supply.
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        • Profile picture of the author Claude Whitacre
          Originally Posted by Darro View Post

          No because it has to be linked on your home water supply.
          The reason I ask, is because the closer you can get to actually selling your product at the fair, the better for you.

          In other words, just having a drawing, and having people register for a free (whatever)...you may end up with thousands of "leads", but most will be kids, renters, unemployed, single, living with a relative...etc. In other words, the quality s very low.

          I would have a system set up at the fair, with a recycling water supply (if available). Give free bottles of water from the unit. But draw people into your booth to ask questions, and get the appointment there. You'll disqualify plenty of people, but you'll end up with lots of highly qualified prospects, that are expecting you to test their water, and show them a purification system.

          I've sold vacuum cleaners and air purifiers at fairs, home shows, and malls. After years of sitting there, having people sign up for free drawings, I was told by someone making serious money at the home show, that he sold lots of high ticket items, right there.

          It made a huge difference, when I started selling, instead of just asking for names.

          Don't pass out fliers, because they don't create sales. The fair is full of dealers that pass out 5,000 fliers, and think they have done something...and nobody calls.

          Get the appointment, after you talk about your system, and they give you all the qualifying information. You want people who are interested in your product, not a free gift.

          If you have access to a water supply, you can actually make sales there, and then install later. If you do not have access to a water supply, you can still qualify, and explain the differences between water purifiers...and make a sales appointment from right there.

          If it were me, I'd try to make sales right there, even if I couldn't get a water supply. Just show samples of pure water, and let them feel the difference.

          You should walk out of a fair with some appointments, several sales, and money.....not a pile of unqualified leads. Do you have a water dispenser that allows everyone to drink a sample of your water? Then you can make sales.
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          One Call Closing book https://www.amazon.com/One-Call-Clos...=1527788418&sr

          "Be kind. For everyone you meet is fighting a hard battle".....Ian Maclaren
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    • Profile picture of the author Claude Whitacre
      Originally Posted by Steve The Copywriter View Post

      P.S. No harm in giving out fantastic Flyers or phenomenal Postcards to people who, at the time would rather not hear any kind of a sales pitch (let them call you).
      Steve; Spoken like a great copywriter.

      Imagine you are writing a sales letter to sell a home water purification system.

      Now, you mail them to "current occupant"...no qualified list, not even home owners who have requested a brochure...just to everyone with an address. Now, what will be the return (just wanting an appointment) out of 5,000 mailed? One? None?

      Fairs are the worst. The vast majority are completely unqualified. Malls are a little better, and home shows are best (they are there shopping with money).

      But even at the worst fairs, there are buyers. People looking to buy what you sell. And those people don't need a brochure, they need the product. And they will sit (or stand) for a presentation. The people that walk? Meaning the people that aren't interested? A brochure can't do, what you can do.

      Direct mail works, because you can't be there, so you'll get the buyers calling you. But the buyers would have talked to you, if you were in front of them.

      I've worked the fairs, malls, home shows....Sure, people can sign up for a drawing, or walk away with a brochure...But I don't get calls. The people that would have called? They already bought, or made an appointment with me. And the "leads"? After I take out the qualified appointments, I give the pile to another dealer. They can make 500 phone calls to get 20 appointments and three sales.

      The booth should be set up to sell. It's my very best advice, from a couple decades of doing this very thing.



      To the OP; the fairs aren't the only way to get qualified appointments. Direct mail (to get their water tested, and a free estimate for installation), Or putting fliers on doors in nice areas is another way. But make sure the area is full of employed home owners.
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      One Call Closing book https://www.amazon.com/One-Call-Clos...=1527788418&sr

      "Be kind. For everyone you meet is fighting a hard battle".....Ian Maclaren
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  • Profile picture of the author tryinhere
    It might sound a little funny but just get yourself and your product to the fair and start promoting the product, have some fliers / business cards and your bookings sheet / product displays if possible.

    You will learn a little here maybe but the real lessons are in the job, feet on the ground, go and learn, look at the stalls with people around them what are they doing, learn what to say to people, and then when you go home after the first week, sit and think about what worked and what did not.

    Then go out again next week better prepared and start all over again, rinse and repeat week after week and you will find that you get good at your trade, all of the theory here is just that and nothing will beat just going out there and making it happen, and yes expect to make some errors at the start, things will go wrong, your first set ups will be crap, your materials are probably going to be wrong at the start, the display will be jacked up, but you will never learn how to correct those things better than by doing them, over talking about them.
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  • Claude,

    In many ways you are right.

    My view - Flyers are cheap and I wouldn't want to lose any of the "potentially" qualified foot traffic - only give them out to adults who at least look like they have an income and a sink.

    Sadly, Darro will be able to wander round the fair afterwards and pick up 97.79% of the tossed Flyers languishing on the ground.

    But with some sensational * copy the 2.21% that people actually keep should bring him some sales, profits and a few referrals.


    Steve


    * Everyone is welcome to use my secret formula -

    Utterly Irresistible Offer plus Something Genuine and Valuable Completely Free Of Charge if The Appointment is Booked By A Certain Date
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