GETTING PEOPLE OUT OF YOUR BOOTH #9: Why Distraction Works

Some of you are probably getting the hang of this now. “Promise them something later…okay, I get it!”

But aren’t we letting ourselves in for all kinds of time spent doing all kinds of favors for those people? After all, “after the show” comes up…well, right after the show. Just when you want to kick back, take a breather, and then get down to filling those special orders and making those repairs.

Well, this is the best part…

You will never hear from most of those people again.

Here’s a look at the dynamic:

There’s something about being at a show that affects us all.

Customers are excited: They’re shopping! They get to see dozens, maybe hundreds of cool little booth-shops, all lined up in rows. There is wonderful new work to be seen, interesting new jewelry and clothing to try on, fabulous new objects to marvel at. And the artists–such an odd breed! They look different, they sound different, they just do stuff and make stuff and gosh, they just have such interesting lives. As Bruce Baker says so enchantingly, “To ‘normal’ folks, artists are people that ran away to join the circus!”

Those same artists may be exhausted, hot, excited, anxious, cold, flattered, suave, frantic, happy, hungry, shy, nervous, polished, bored, thrilled–sometimes all in the same day.

At a show, the rules are different. It isn’t like shopping at TJ Maxx. But it’s not like being at the museum of art, either.

A show does look a little like a circus. There may be “acts” (demonstrators and workshops), fun food, music. Children laughing (and crying.) Serious collectors and Looky-Lou’s.

It’s also impermanent. A few days ago, this wonderful fair may have been an empty gymnasium, or a parking lit, or an empty field. Now it’s filled with tents and tables, crowds and people and noise, noise, noise.

And in a few days, it will all be gone, like fairy gold. It will magically disappear and the gymnasium, parking lot or field will reappear again.

Is it any wonder that some people are at their worst? Especially those who “issues” to begin with?

Is it any wonder that tempers are frayed, that attention wanders, that our skins are thinner and our patience is shorter? That the comments and actions of annoying people suddenly take on monumental proportions?

And that’s why sometimes all we need is a breather. A few seconds to calm ourselves and get centered again. A deep breath so we can get to our happy place again.

It’s the same for those annoying people. They may annoying, but they are bound to be even more annoying. They are out of their element, their normal routine is disrupted, the normal “stops and guards” on their social shortcomings are not in place.

That’s why distracting people with other choices, other options, is so effective. It gets them out of the particular situation that brings out the worst in them (the show), out of that moment (in your booth)–and on to another place, another time (“after the show”).

That’s why getting people to deal with you after the show is so effective. When everyone is back in normal life and normal time, sometimes the annoying behaviors disappear, too. The urgency they felt to get something from you, the negative energy they carried, simply dissipates.

It tends to dissipate so much, the problem simply goes away. I think that of all the people I ask to contact me after the show, probably less than 10% actually do.

If I’ve asked them to follow up by e-mail (which is the most convenient for me), it may take me only a few minutes to take care of all their requests and answer all their questions.

Use those magical words “after the show” like a giant fairy wand, making everything weird and nasty and annoying just disappear into a puff of smoke.

Best of all–you can wave it more than three times, too!

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3 Comments

Filed under art, booth behavior, business, craft, craft shows, getting people OUT of your booth, life, mental attitude, selling, shows

3 responses to “GETTING PEOPLE OUT OF YOUR BOOTH #9: Why Distraction Works

  1. 258marketing

    Luann – I think this series of blogs on trade shows/expos is terrific. So many businesses don’t work a show effectively…and you spell out your ideas very well. Kudos.

    Chris Mitchell

    http://258marketing.wordpress.com/

  2. Chris, thank you for your comments and compliments. I have to hand a lot of credit to Bruce Baker, whose positive and upbeat attitude towards selling and shows is at the heart of what I do.

    But actually working the booth is when you see how much time and energy it takes to deal with people who have no intention of buying or supporting your biz. These are all solutions born of desperation! :^)

  3. Pingback: Getting people out of your booth | The Crafted Webmaster

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