Why Experienced Exhibitors Care More About Great Customer Service
In a recent survey of inline exhibitors, we discovered that, while Skyline has the largest market share among portable displays buyers, there is an interesting split within the whole: New exhibitors are more likely to buy their displays over the internet based on price, while veteran exhibitors are more likely to buy face-to-face, based on value.
The value veteran exhibitors find with Skyline most of all is service – it’s the #1 reason clients tell us they choose us. (They also value our innovative design, quality, and education). Clients, especially repeat clients, rave about Skyline customer service, and how well their local account executive takes care of them.
However, if you are a new exhibitor, you may not know just how important great customer service is to your success at trade shows. Veterans do, because they’ve seen the adverse effects of poor customer service on their trade show program.
Veteran exhibitors have also seen great customer service help solve major problems — and minimize or even avoid others. They know trade shows are so complex that problems inevitably happen, so having a team of problem solvers on your side is gold. They have seen consultative customer service translate into better trade show marketing results, fewer headaches, happy bosses, and ultimately, peace of mind.
The Value of Great Service, Through the Phases of Exhibiting
So, for you newer exhibitors who have not experienced the potential trauma trade shows can throw at you, I will try to make it as explicit as possible how important great service is. We will examine how well various exhibit providers are set up to provide customer service through the various phases of exhibiting, and where are the unexpected and potentially harmful gaps in good service.
In the chart below, green (like a traffic light) is best, yellow is caution, and red is the worst.
You have many choices when it comes to who you choose to provide your trade show exhibits. But you don’t have much control over what happens out in the big wide woolly world when you are at a distant trade show city.
Shorten your learning curve and take a hint from veteran exhibitors. Choose an exhibit provider who will go the extra mile to help you succeed. Choose a partner that is geared to provide great service, no matter where you are in the cycle of exhibiting.
By: Mike Thimmesch –