Whether you’re a business which showcases products at a number of annual calendar events or a company which employs an external agency to deliver on site promotional advertising, the investment you make in your exhibition is significant. To ensure that it’s performing to its optimum you can employ mystery shoppers to evaluate a number of different elements of your service offer. Utilising a mystery shopping company to conduct event and exhibition mystery shopping can help your business to ensure both your demonstration stands are delivering to your company standards and are available on site when required.
Events and Exhibitions Mystery Shopping
As a company you may like to consider the following approach to your event or exhibition stand mystery shopping.
- Is the pop up or exhibition stand manned?
- Are your sales and promotional staff knowledgeable and approachable?
- Do they reflect the brand as required aligned to company standards?
- Are they able to handle sales objections and queries confident and correctly?
- Do they close sales effectively and capture customer information if applicable?
At Tern we are experts at delivering programmes which can be tailored to you needs. We will work with you to provide a tailored mystery shopping brief which stretches your staffs ability and also helps you to understand if the know your customer element is being captured.
The Benefits of Event and Exhibition Mystery Shopping.
When one of countries the premier Luxury Garden Room and Gazebo companies – Crown Pavilions wanted to asses sales staff performance at one of its popular calendar events, Tern were able to provide video mystery shopping to help measure its sales standards. The staff were encouraged to review their performance and were also scored by the mystery shopper who was given a detailed role play which put the team members through their paces.
Crown Pavilions Showcase from Crown Pavilions on Vimeo.
For Crown Pavilions the sales process is paramount. Sales consultants must show that they know the customer requirements and that they are also understood clearly in return. They must be able to field technical questions about the product and build and also be able to answer questions in relation to local planning requirements. They must be able to do this whilst also building a rapport with the customer with a view to being able to progress the sale.
Head of Sales Marketing at Tern, James Harper, said: “Crown Pavilions are a progressive company and really want to ensure that both the company and sales staff maximise their potential with a view to providing excellent customer service. By providing a challenging mystery shopping brief we were able to identify some key areas for customer service and sales improvement”
Crown Pavilions Consultant, Stuart Gauld, said: “At Crown Pavilions we exhibit at between 30-40 shows a year, ranging from the RHS Chelsea Flower Show, to Grand Designs Live, to Burghley Horse Trails, and even county shows, a very diverse set of shows. With this in mind the strategy and delivery of our sales pitch is key. We chose to use Tern to help us evaluate our performance. We had our own stand filmed, which has been a huge success in order for us to improve the what and how we do. From start to finish Tern provided us with what every good company should do. They listened to exactly we wanted doing and how, they made suggestions along the way to help us, and they delivered the service they said they would, in the time they set. We will look forward to using Tern again next year to help us to continue to improve.”
Alongside the mystery shopping activity, Crown Paviions will use Tern’s online portal to review results and monitor performance via a customised mystery shopping report dashboard. They take advantage of surveys with built in manager action plans, streamed best practice video content and a tracked appeals process. You can see a short sample video demonstrating our mystery shopping reports below.
Find out more about our approach to event and exhibition mystery shopping fill in our contact form or call us on 01939 235555.
Written by James Harper – Digital Sales & Marketing Manager – Linkedin | Google+ 20/10/2014