Categorizing Visitors To Your Trade Show Exhibit

Company trade show displays can pull in hot prospects as well as uninterested parties. Learn how to tell whether visitors to your trade show exhibit are qualified prospects or uninterested browsers.

It's tempting to assume that everyone who wanders into your trade show exhibit is an interested buyer or new client, but seasoned veterans know that this isn't always the case. In fact, as many as half the people who stop by your trade show stand aren't interested in your product or service. Learning which visitors are truly qualified can save you wasted time and effort wooing the wrong people.

Why Are They Visiting Your Trade Show Exhibit?

There are plenty of reasons why people stop and explore your company's information when they're at a convention or conference. Sadly, some of these people are simply bored. They may have given a presentation and now want to go home, they may not be qualified to place an order, or they may merely be "Looky-Loos." If you strike up a conversation with these people, they won't have any specific questions and will usually say they're "just looking." That's fine. Give them some space, offer them a nice promotional gift, and move on to healthier prospects.

If the time comes when they do need what your company offers, they may remember you. Trade show displays don't always win a client over the same day. A lingering memory of your professional courtesy may be all that's needed to spark interest in a new client long after the trade show displays have been shipped to the next exhibition.

Buyers Need Attention

Genuine buyers are ready to buy what you have to offer right this minute. If you meet someone who seems ready to buy, be sure you give them lots of attention. Most buyers respond well when they've been eased into purchasing by a strong but gentle hand. Talk about the advantages of your product or service and discuss what you can do for his company. Demonstrations at your trade show exhibit are a great way to seal the deal. The more immediate information you have to offer, the more likely it is you'll close the deal.

Give "Researchers" What They Need

There are many people at conferences who are interested in learning more about your company because they'll soon be placing an order or contracting services with a company, they just don't know which one yet. These are the visitors who need more information to take back to the actual decision makers. In many instances, they don't have the authority to make a decision without input from others, so don't try to pressure them into a commitment they can't make. You could scare them away from not only your trade show stand, but your company as a whole.

Don't let these potential prospects walk away from your trade show displays without asking for a business card so you can follow up with them after the convention is over. Take notes when you're talking to them so you can answer specific questions and give them information pertinent to their needs. It's crucial to follow up with every one of the potential prospects you met. If you've taken good notes, you'll be able to specifically address their needs, something your competition may neglect.

Regardless of whether someone at your exhibit is a hot prospect, a looky-loo, or an interested buyer, be sure you always remain courteous. Giving them what they want and treating them with respect will always be a step in the right direction.

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