Sizing Up Visitors To Your Trade Show Displays: 3 Types Of Customers
It's vitally important to size up the visitors to your trade show booths. Without finding out if they're ready to buy or just browsing, you could be wasting valuable time that you could be spending with actual customers at your trade show exhibits.
Hot, Hot, Hot! These Visitors To Your Trade Show Exhibits Are Ready To Buy
Exhibitors take their trade show booths to events because they want to find new contacts and potential leads. However, company and business representatives that aren't exhibiting are there because they're looking for vendors or contractors to make their day-to-day lives easier.
Some customers already have a business need they have to fill. They may have a problem that needs to be solved or they may be looking for a new vendor to replace one that's not working out. If this type of customer comes to your trade show booths, they should be treated with care. Don't end the conversation before they do and definitely don't let them leave without getting contact information for the decision-makers at their businesses.
Consider bringing a blank contract for the hottest clients. While some people are only on a fact-finding mission, some may be ready to make a decision after touring the different trade show exhibits of all the competing companies in attendance.
Lukewarm Clients May Need A Little Convincing
A lukewarm client knows he may need your company's services or products in the future, but he's not quite ready to buy. Or maybe the lukewarm client is a customer who's working with another vendor, but could be swayed with just a little persuasion. You shouldn't spend a ton of time with these clients when they visit your booths, but make sure to ask if you can continue to call on them after the show. Keep your company in the front of their minds and you'll be the first one they call when it's time to make a decision about a new vendor.
Excuse Yourself Politely From Cold Clients
A cold client is one that doesn't really need your product or service. Maybe they're not in an industry you serve or maybe they sell the same types of products as your business. When you run across these customers, you should spend a little time with them at your trade show booths. However, don't neglect the other visitors for them. It doesn't make a lot of sense to spend copious amounts of time with these improbable customers since they're not likely to become paying clients for your business.
Determining the type of customer at your trade show exhibits can be difficult, but with a few probing questions, you'll be able to size them up quickly. By gauging their potential, you'll know how to engage with them. Whether you're working with hot, lukewarm or cold clients, know where to focus your attention and you will be well on your way to a success.
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ABOUT THE AUTHOR
Chris Harmen is a writer for Skyline Miami, a company that assists customers with trade show displays in Fort Lauderdale. The company can design custom Fort Lauderdale trade show booths for clients.