Our end goal at a trade show is different than a normal sales call. We are probably not going to close the sale at the show; we can however move the customer’ s interest to the next step. Perhaps a different expectation and tact is useful here. Record the contact and record their interest, then leave the rest to the person who will follow up on this lead after the show. That’ s tough for salespeople— they want to own it.
If you are working a booth for our company, quantity and quality of leads are important.
So, how to move forward?
Compel them from the highways and byways.
It’ s OK to step into the aisle and ask a question. I have seen some do this 50 feet from the booth. Not suggesting you try this, as only few of us can pull it off. Simply ask a question such as,“ Are you familiar with our product?” or,“ Have you seen the newest product?” If you get a positive response, invite them to the booth’ s demo area.
The goal is leads with interest in our product.
You are looking for interest, not an interview. Remember, if every exhibitor tried to conduct a needs assessment before giving a demo in their booth, visitors would be so frustrated they would not come to trade shows. So quickly move to through the demo! Watch the prospect’ s response to your demo, ask questions, and develop interest. Be time sensitive. Visitors to the booth appreciate this. If a customer seems to want to share their situation then listen and move to the next step. If the need and opportunity arise, a sample may be important. Scan the prospect’ s badge and record the details of the prospect’ s interest on the lead form. The next person will follow up on the lead and involve local reps. Then reps can do what they do so well ….
Think of this process in terms of logistics. In a Chicago trade show our company scanned almost 10 percent of 18,000 attendees.
Quantity of contacts may not be the primary focus of your activity at shows. Then focus on contacts with specific interest. We try to do both. The contacts we gather will become the focus of our future marketing outreach.
We try to engage every passerby, casually asking,“ Have you ever used our product?” or,“ Are you familiar with our product?” or,“ Would you like to see the new product?” Give a demo, record the encounter, and let the prospect get back to the show. That’ s it!
My final and most important note: Rely on goodwill. The market of goodwill is alive and well. Customers who visit our booth are guests; I treat them as such.