If you have just opened this article, I suggest you read part 1 as well for clarification. Some of the tips mentioned in this article may seem to be too simple not to be taken seriously or even neglected. During the Bangkok Gems & Jewelry Fair 57TH Exhibition, I was privileged to speak with some exhibitors on what is their observations concerning the fair. Many were complaining of not getting many customers, and due to that they were preparing themselves to go to the next fair which was to take place in Hong Kong.
The issue was not to go to Hong Kong but to find out what needs to be improved in order to make more sales. Please take note of these tips and make sure you put them into practice.
1. WhatsApp access
Whatsapp access is another vital tool for communicating with customers throughout the world, the world has advanced from landline phones to cellular phones and makes communication much easier. With WhatsApp application you can communication with anyone in any part of the world as long as you have internet access. It is more useful than just sending your personal pictures, once a customer steps into your booth; ask for a business card from him/her or a cell number. Then after the fair, you can send the customer the pictures of your products via WhatsApp media. If you make a good use of this application you can still make a good sell even after the fair.
2. Booth Number
Booth Number is to be remembered when preparing your flyers or business cards for the fair. For instance in the 57th BGJF there were more than 3,000 booths, this sometimes becomes difficult for a customer to remember the location of the booth. It may happen that a customer has a one or days two of doing the shopping, that means there will be no time to waste looking for one booth he saw a day before. Remember to put a booth number on all your flyers, brochures and business cards.
3. Price tag
Price tag should be put upon all your products on display. This is one of the things I encountered at the BGJF 57th fair. Let me give you this simple example, if you visit a website looking for cell phones. You go to the first website and see good cell phones but no price tagged to them, then you decide to move to the next one and you find the prices are tagged to each phone. Which one of these two websites will you spend time? Obviously the second one with price tags on the products. This is one of the challenges I saw during Bangkok Gems & Jewelry Fair. Remember this is a five day gem fair, a customer will not have time to ask for price in every booth with no price tag on the goods. Make sure all your products have a price tag attached, whether in US$ or in local currency (baht). It will make easy for a customer to make quick and good decision on what to buy.
4. If possible sell you gemstones on either lot, parcel or in piece
You may not agree with me about this idea but keep in mind about the time factor of the fair, just five days there is no time to waste for the customer. When I say to sell by lot or parcel even in piece, some people may say they will not get a profit. No, you will get a profit while saving time for a customer. The time you will use to get a scale then converting the price from US$ to local currency or the other way round.
Take for instance, you have 4 carats of sapphire, and the price per carat is US$ 1,000. There is no need to say my price is US$1,000 per carat, you just say “ this sapphire has 4 carats and its price is US$4,000”. It will make things easy for the customers coming into your booth for quick decision making. You also do the same if you want to sell in lot or parcel form.
Lot/Parcel No MGE1
Total Price US$ 1200/
I hope this is clear to you.
5. Try to get a little knowledge on what you are selling
Many who sell at the Bangkok Gems & Jewelry Fair have nothing to explain to the customer simply because they have no knowledge on what they sell.
I walked into one booth and I met one exhibitor who was selling plenty of sapphires, and I asked him a question. “Are these sapphires treated?” He answered “all these are heated only but not treated”. It was then I discovered that this exhibitor did not know what he was talking about. Heating a gemstone is part of treatment.
To get a basic knowledge is very important; you can get them through Gem books or by visiting different Gemological Institutes which offer online training all over the world.
6. Aim to make more sales after the fair.
I tried to speak with some exhibitors, and most of them seem to be complaining that they did not sell much during the fair. This is because they aimed to sell during the fair only, for those five days but not after the fair. What is important is to take contacts of the customers that come across your booth for further communication. Do not wait for them to give you their contacts, welcome them then explain your products to them and ask for a business card or cell number that supports whatsApp or email address.
I am too sure this article has given you light to some extent, what is most needed is to put them into action. If you collected contacts from your customers, it is now time to make a follow up by reminding them you met during the Bangkok Gems & Jewelry Fair. From there now you can remind them about your products.