Do your customers ask questions at your tradeshow booth?
Are they curious about things like flavor, color, delivery time, production values, technical details or design elements?
Do they want to know MORE?
Of course they do! That’s what customers do. They’re curious. They give feedback. And often it comes in the form of a question.
At your next tradeshow make a point of writing down questions that your booth visitors ask about your product, service or company. This can be beneficial for a number of reasons.
First, you get more insight into what’s important to them. Yes, you may already know a lot of those questions. But pay attention and see if any of those questions are new. Are they bringing up things that you haven’t heard yet? Is there an indication that your customers are shifting desires around your products? Do they want something new? Can you find out now and provide it before your competitors?
Next, you can compile those questions and put them on your website or blog. By creating an FAQ (Frequently Asked Questions) page or post on your site, you’re reaching out to those visitors who are interested in learning more. While a specific visitor may not have that particular question, by browsing your page or blog post they get a chance to learn more about your products – and especially to find out what’s important to other customers. They may find out a new way to use your product or service that they hadn’t thought of before – which makes your product more valuable to them.
You can also use questions as market research. If your customer are asking questions about something that your company DOESN’T provide, it gives you some insight into what the marketplace is interested in. Maybe it’s time to look at developing solutions to those problems they’re bringing you. Which gives your company a wider reach in the market.
So many businesses look at questions as a nuisance – something to be avoided.
Not you – you welcome them, right? You welcome them because it gives you more opportunities to learn about your market, and gives you a leg up on the competition (who are trying to avoid those questions).
Make a point to keep track of as many of those questions that come up at tradeshows. Take them back and share them with your sales and marketing team, management, designers, product gurus…whoever can benefit from having front-line questions that are burning in the mind of those clients and potential customers. And you know those questions are burning because they took time to stop at your booth and ask them!
Treat questions as valuable bits and pieces of information. Tradeshows are a great place to field questions – make sure you’re doing it on a regular basis.