Baselworld is not known as the world’s premier watch and jewelry show for nothing. In fact, for some companies, half of their yearly business is generated from this show alone. But as you invest thousands, or even millions, of dollars in Baselworld real estate, complete with designer-crafted lighting and scenery, don't forget to also upgrade tools and techniques that can improve sales productivity.
1. Invest in Mobile B2B Technology
Mobile technology is no longer a novelty. Nowadays, trade show customers and prospects expect the use of a mobile device during the sales process. Having the ability to call up product information, inventory levels, pricing, and other pertinent information with a tap can make the difference between a quick sale and “I’ll have to think about it.”
Mobile B2B technology, such as mobile crm system (customer relationship management software) , ordering software, inventory management systems, and payment processing apps, take many forms. You only want the ones that will optimize your productivity. Consider your needs and those of your customers, and figure out which mobile solutions will give you the best results.
2. Leverage the Exclusive Baselworld App
To help simplify the Baselworld experience, the show’s organizers have created an exclusive app, complete with interactive exhibit hall floor plans, daily updates about the show, and other relevant information. Most important, the app also gives attendees a direct link to you.
App users who tap into your brand are taken directly to an information page featuring your company details and social media channels. Maintaining a strong presence on social media in real-time during the show will certainly help you connect with more people and generate a buzz throughout the exhibit hall.
3. Keep Lead Generation Simple
Salespeople tend to believe that the more information they can collect from a prospect the better. Although a valuable process it can be time-consuming. At Baselworld, you are dealing with some of the industry’s most influential people and their time is especially valuable.
Using digital lead capture software can help streamline the process, giving you full information about the prospect and fewer papers to sift through later. This way, there’s no delay decoding shoddy handwriting, no post-show manual entry, and no lost forms. Be selective about the information you ask for, and keep it brief.
4. Focus on Value Items for Sales Productivity
Being in the midst of luxe and finery does not necessarily mean buyers don’t also consider good value. Last year, TAG Heuer’s UK brand manager, Rob Diver, predicted that retailers were likely to choose volume sales and competitive pricing above all else. That’s a trend that’s likely to continue for some time.
Innovations, improvement, and design enhancements can spark interest and get people talking, but in the end it all comes down to your best-selling items. Your most expensive pieces won’t always make you the most money, so you might want to focus sales efforts on your value for money items. Of course in the luxury watch industry this definitely doesn’t mean cheap.
5. Recognize Your Strengths, and Know How to Use Them
Is this your first appearance at Baselworld? If so, you are faced with a unique set of challenges and will be side by side with some of the industry’s biggest players, like Rolex, who already have a solid reputation and strong brand credentials.
To compete in this cut-throat world you need to play to your strengths. Consider what your brand can offer potential retailers that the big boys can’t. Are you targeting niche markets? Creating a new trend? Can you offer a more personalized service, like an order management system, making your customers feel special? Can you offer preferential terms or smaller minimum orders? Identify your strengths and tailor your offering based on your target market and the sales will follow.
Participating in a high profile event like Baselworld calls for excellence in every aspect of your brand; your sales strategy should reflect that, too. Crafting a plan for better sales productivity may take some time and research, but at a show as prestigious as Baselworld, you can’t afford not to.