Picture perfect for trade fairs

November 15, 2015

I needed a new digital photo camera. Nothing special. Just one of those handy pocket models. One that takes great pictures, of course. So on to a large store, where I walk straight to the photography department. After browsing a little, while waiting my turn, I address an available salesperson and explain to him what I came for. I tell him I’m no expert and I haven’t explored the options in advance. Eagerly, the salesperson starts. I am presented with one model after the next and soon the flood of features makes my head spin. And to think, I really only need this camera to take pictures. Overwhelmed by all the offered options, I decide I don’t want to make a decision in this store. “I’ll keep looking for now”, I mumble.

energy-motivating-and-skills-at-effective-sales-at-tourism-trade-fairs-trainingI venture into the shopping mall and come across a small shop. It seems a very little fish in a big ocean, fighting the establishment. I don’t know them and I don’t expect them to be of much help. There are three salespeople in the shop. Two young men and a young lady. “You don’t see that very often”, I think to myself, “a lady selling technical equipment.” They’re all busy, but the lady nods to acknowledge me and let me know she’ll be with me shortly. I can’t very well up and leave now so I patiently wait for her to come to me.

“Hello”, she says. “I’m Sandra”, and she shakes my hand. “What are you looking for?” “A digital pocket camera”, I reply, expecting to be presented with the entire range again. Instead, she asks: “Where have you been so far and what have they shown you there?” And after I reply, she continues: “What did you like and dislike about what they told you?” She listens attentively to my extensive reply and when I’m done, she says: “Okay, now I have an idea of what you’ve seen and what you make of that. Is it okay if I ask you some more questions, in order for me to understand exactly why you need a new camera and what you expect from it?”

Sandra: “For business or personal use?”

Me: “Mainly business.”

Sandra: “Can you elaborate?”

Me: “I mostly use the camera to take pictures at trade fairs.”

Sandra: “What do you use the pictures for?”

Me: “Mainly for presentations and training sessions.”

Sandra: “Do you photograph static or moving scenes?”

Me: “Both, but often moving.”

Sandra: “What do you struggle with when capturing moving scenes?”

Me: “That you are trying to capture the moment, but before you know it, the situation has changed and then you don’t have the image you really wanted.”

Sandra: “Would you say it’s important to you that the camera can be turned on to take a picture very quickly?”

Me: “Yes, that’s very important.”

Sandra: “At trade fairs, so mainly with artificial light?”

Me: “Yes, that’s correct.”

Sandra asks some more questions, walks to the display cabinet and takes out three cameras. “These three cameras suit your needs. But they aren’t the same. I suggest we try out all three, so you know exactly which camera you prefer.” She continues: “I’ll walk into the shop – so I’m moving in artificial light – and you take pictures.” And that’s what we did. Together we compare the pictures and agree on which camera to choose.

There is no doubt I am buying the camera. Not with me and not with Sandra. It doesn’t even occur to me to keep looking.

Last Friday I went looking for a new suit. I complain to an acquaintance that the salespeople never really asked what I wanted. They just went out of their way to make all sorts of design suggestions. My acquaintance replied: “But Ton, what could you possibly ask about a suit?” Well? Ask Sandra, I’d say.

By:
Herre Visser

Globally Cool Tourism Solution

For whom .Private tourism sector such as tour operators, hotels and resorts, restaurants, travel agents, guides .Destination Management Organisations (DMO’s) on national and regional level. .Other tourism stakeholders including government.

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