The effort you put into loading all your collateral onto your iPad won’t amount to much if you can’t engage customers to look at it with you.
If you’re attempting to use an iPad to sell products, kudos. But the real question is, are you actually using the device to attract customers and engage them or, is does it stay tucked away until after the sales conversation?
My guess is that most of the time it’s the latter. If so, you’re missing out on a load of opportunities to engage customers. Sparking a deeper product conversation by using your iPad can potentially you make a big difference in your sales.
Here’s a technique that works and I’ve witnessed it over and over again.
iPad Sales Technique – The Attractor
You may not sell at trade shows or table top events, but many sales people take part in these events constantly.
Gabriel, a client of ours, spends a lot of time at food shows covering the Western United States for his company. He sells a solution that helps chefs save about 60 hrs of work making demi-glace (quite frankly, it tastes great). If you ever eat at nice restaurants, you have definitely tasted his products. His target customer is the “Top Chef” at a restaurant-in particular, high end restaurants (you don’t see demi-glace at McDonalds or Taco Bell).
Gabriel uses a lot of props on his table including his iPad, which he keeps either just out of reach on a simple stand or in his hand during busy moments at the show. The iPad is always set-up with a his company’s logo alongside his most popular sales collateral.
He doesn’t necessarily use the iPad 100% of the time, but over the course of the day he has multiple conversations that begin with, “How do you like your iPad?” or “I love my iPad,” or “I’m hoping to get an iPad for Christmas,” as people pass by his booth.
That’s a conversation starter and interest clue for a sales professional like Gabriel.
He knows the reality is most of the time the person asking is not a line cook, they are typically a person that can afford an iPad (no offense to line cooks). This is a conversation starter that Gabriel quickly shifts towards probing questions that makes the customer feel comfortable talking about their needs.
Here are two responses that he uses to turn the “iPads are cool” conversation to his products.
- Yeah, I love my ipad …my company gave me this really cool app that helps me show chefs the nutritional values for all my products, they’re always asking me about gluten-free
- Do use your iPad in the kitchen at your restaurant? … I’ve got a great recipe I can send you from my iPad
And then he shifts the conversation to selling his products to the chefs.
And that’s the great thing about iPads. If you have one, you want to know how others are using it. If you don’t have one, you want one.
There’s also a caveat about using the iPad as an engagement tool. It’s easy to end up selling iPads and lose focus on your products. Last time I looked, Apple doesn’t need any sales help. Use that initial engagement opportunity to turn the conversation to your products and services.
I don’t do trade shows
This technique can be just as effective in a one-on-one sales situation. Just last week, I had a great “ice breaker” conversation with a Sales VP within minutes of walking into her office simply because I carried my iPad in my hand. It caught her attention instantly. From there, we started talking about her kids using an iPad at school, which led to how she wanted her sales team to use them.
So, GET YOUR iPAD OUT OF YOUR BAG!
What if YOU could engage 1 more customer per day?