The people whom you’ve chosen to be a part of your exhibition team should have strong product knowledge and good sales skills. It goes without saying, that by the time of the exhibition everyone knows who your target audience is and what your selling techniques are.
Don’t run up to every visitor with a happy face and a “Can I help you?” in your breath. It could annoy and scare away some of them. But at the same time don’t let them stay without your attention for too long – finding a right balance is tricky, yet it’s very beneficial.
Qualifying the visitors
It’s not always easy to say if the person who is looking at your flyers closely is your target audience or not. Have a list of open-ended questions prepared to qualify the visitor and to find out if there’s a way to make him or her a potential customer. It’s also sometimes a good idea to keep the cheaper and less detailed flyers at the stand entrance and to offer the elaborate literature only to those who could be a promising prospect in terms of the sales funnel.
Also, if you have different groups of customers, make sure that you have different sales techniques developed for every group – a large wholesaler and a one-time purchaser will require different approaches.
Sometimes you’ll know who is who at the very moment they come up to your stand, so here are different tactics of engaging with different groups of visitors.
“So, what is it that you actually do?”
A typical tyre kicker. If one comes up to your stand you’ll know for sure. They will most likely be after your free samples. The one rambles around, takes all the brochures available and could suck hours of your precious exhibition time. Not that a tyre kicker would never become your client, but at this stage, it won’t be reasonable to spend time and energy on telling the basics to such person.
It doesn’t mean that you should be rude – answer the questions shortly and politely, redirecting to your website or other sources of a more profound information. Your team should be instructed to approach such visitors only in case they stay on your stand longer than average and seem to be really curious and attentive about something they’ve found in your company information.
“We’ve studied your information and here’s the question”
There’ll be visitors who are a little farther in the sales funnel. These browsers aren’t random people, they are looking for something in particular and are possibly familiar with your offer. If they come in a group define the decision maker and pay him or her most of your attention. It’s your chance to generate a prospect, so don’t waste it.
“I’m choosing between your product and the competitor’s one”
These guys are ready to have a serious conversation. They don’t care about all the literature on your stand – they probably know much more than it’s written in your brochures by now. It’ll be a mistake to start your generic story about the product benefits – most likely they already know everything about its advantages and flaws. What you can do here is ask questions and listen as much as possible. You can be sure that this is neither the first nor the last conversation this person is going to have during the exhibition, so try to be precise, helpful and memorable.
“So, where do I sign?”
These visitors are a blessing – there is nothing more motivating during an exhibition than a client who came there to sign a contract with you.
The main purpose of any exhibition is usually generating the leads. So the main piece of advice would be not to spend too much time on any kind of visitors – remember, you spend a limited number of days here and every minute is too precious to waste it on empty talks.