Capturing the Right Trade Show Visitor

Stop Spending Time with Every Trade Show Visitor!
By Sandy Flom
CEO, Extraordinary Show Productions Ltd.
December 2006

Some exhibitors have a hard time understanding that every trade show visitor is not a good lead. There are three types of prospects and treating each one 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 them.

Type B.  Have an interest, but need more information.
You want to convert these people to Type A. Try to discover who they are. You will be able to do more with them than just giving them a product brochure that they won’t read later.

Type C.  Do not have an interest.
They either do not want or need your product, or at least think they don’t. Don’t spend time with them – try to avoid them. An exception is if your booth is overstaffed and people need to look busy. If that’s the case – send someone home!

Start by attracting the right prospects into your booth.

  1. Display good signs and/or graphics.
    Get their 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.
  1. Effective Presentations
    Good presentations in your booth will draw crowds. By sprinkling trivia about the industry or your product category within your presentation, your audience will come away feeling they’ve learned something in addition to your product details and benefits.

    Provide two important options at the end of the presentation, such as where they should go next: 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, it will leave them with a good feeling about your products and your company. Maybe offer them a small giveaway or company brochure. Avoid the urge to go after them. If they are going to become customers, you’ll get them later.

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