It almost seems dumb to suggest that you should be proactive in your tradeshow booth, but with the number of relaxed and frankly lazy exhibitors I’ve seen over the years, it’s not so dumb.
I’ve seen exhibitors standing behind a table in their booth on the phone, eating lunch, talking with co-workers and more. They’re doing anything but paying attention to attendees.
And that’s just dumb. Keep in mind that tradeshows are a focused marketing opportunity where hundreds or thousands of potential clients or customers are going by your booth space. Also keep in mind these attendees are qualified: they’re in the upper-reaches of the decision-making echelon of the companies that decide to attend the show. You know, the show where your company has spent thousands of dollars to connect with those very decision-makers.
So when I see booth staff ignoring passers-by, I think “they’re letting money just walk on by. Don’t they get it?”
On the other hand, being proactive in your tradeshow booth isn’t hard. It might be slightly harder than standing there gazing idly as potential clients walk but, but not by much.
Instead, your booth staff should have a plan. They should be trained. They should understand the reason they’re there. They should know how to engage attendees in an upbeat positive way.
As our old pal Andy Saks says, you must find a good way to break the ice. Once you do that, you have control over a brief conversation. During that conversation, you’re proactively working to qualify or disqualify the attendee. Once you do that, you dig a little deeper to find out a handful of items. Start with a collection question such as “how did you get started in this industry?” It’s an innocuous question, but it gets people talking. They you proactively peel the onion by uncovering what problems they may have with their current product or service-provider.
Finally, once you’ve gathered sufficient information, close with a confirmation question to verify that you indeed understand the visitor’s situation and move on to setting up the next step before disengaging them.
Or take our old friend Richard Erschik’s approach. There are five questions you should get answered to know if the visitor is qualified:
- Do you currently use our product?
- Are you considering the purchase of a product such as ours?
- If so, when?
- Do you make the buying decision?
- Do you have the money to spend?
In both cases, the goal is to proactively find out if the person standing in your booth can be turned into a customer.
If you’re proactive about how to engage with tradeshow visitors, this approach can be extremely effective in uncovering leads, identifying their problems, moving them from a prospect to a customer.
Sitting on a chair eating a sandwich just won’t cut it!