Stop Spending Time with Every Trade Show Visitor!
Some exhibitors have a hard time understanding that every trade show visitor is not a good lead. Recognizing the three types of prospects and treating each correctly can save you and them time.
- Type A: Ready-to-buy or order now.
This is why you are exhibiting at the show, spend quality time with these customers. - Type B: Has an interest, but needs more information.
Your goal is to convert Type B to Type A. Try to discover who they are. You will be able to do more with him/her than simply provide a product brochure (which they won't read later). - Type C: Has no interest.
Either doesn't want or need your product or at least thinks they don't. Don't spend time with Type C - try to avoid him/her. An exception is if your booth is overstaffed and people need to look busy. A better solution for that however is to send someone home!
Attract the right prospects into your booth.
- Display good signs and graphics with strong messaging.
Get attention by providing clear descriptions of who will benefit and why. This gets people to ask themselves, "Is that me? Maybe I should talk to someone." Avoid standing in the aisle dragging people into your booth - it rarely results in more sales. - Effective Presentations
Good presentations in your booth draw crowds. By sprinkling trivia about the industry or your product category throughout your presentation, your audience will feel they've learned something in addition to your product details and benefits. At the end of the presentation, tell them where to go next such as to the order desk or to a company representative for more in-depth discussions. Type C prospects viewing your presentation can usually determine what they may need from you. If they learn something during the presentation, they'll leave with a good feeling about your products and your company. Offer a small giveaway or company brochure but avoid the urge to go after them. If they are to become customers, you'll get them later.
Sandy Flom - sandy@espexhibits.com
Get more trade show tips at www.espexhibits.com.