How often do you come across people hired to promote a company or their products? I’m referring to those spreading coupons, those showcasing products at stands placed in malls, at those looking nice and interesting at trade events and promoting contests for visitors. How many times were they either too pushy or completely unable to help you?
The person you pay to spread out flyers of all kinds, to present your products or just look hot near a car you’re launching, is a company representative in the eyes of your customer. Customers generally don’t care it’s a temporary gig for them, that you had no time to train them or that maybe they’re just having a bad day. Potential buyers either want answers fast or not to be bothered by pushy people.
First of all, when you choose people to represent you, make sure they fit the profile of your potential customers. Don’t send a funky 16-year-old that knows nothing of business notebooks to present a high tech product that addresses, you guessed it, business customers. I for one need to know details like how much time I have to work when on battery, processor details, the graphic card and technology behind the screen and how much the product costs when I need to buy it. I also need contact details form a sales person. If the kid is fun but clueless and presenting a Lenovo notebook, I’ll just walk away with valuable time wasted.
On the other hand, if you’re targeting teenagers and young people that love having fun and smiling a lot, send out a fun person that likes chatting with them, giving them a bunch of cool details and has a genuine smile. Don’t send out an older company rep that has forgotten how it’s like to engage kids and is too technical for them.
After selecting who to use, make sure you train them, even if it’s for 15 minutes. Tell them not to be pushy, tell them to smile and try not to look like fate is punishing them in every second of their lives, tell them a bit about your company and the product or service they’re advertising. It would also be great to supervise them and make sure you are there to help when they are faced with a situation they were not told about and to give them on-the-fly advice about how to approach customers.
If you tend to forget it, write this on a piece of paper and post it somewhere visible – the people you employ represent your company in the eyes of your target audience. Customers identify them with your brand, your products, services and company value. If they disappoint, potential buyers won’t be disappointed by a random individual, they will be disappointed by your company!