One of the hardest concepts for some exhibitors to understand is that everyone at the show is not a prospect. At any show, there are really only three types of prospects for your product or service. Handling each one correctly will save you time and them time.
Prospects can generally be classified into three types:
Type A: Ready to order or buy now. These are the people you came to the show to attract and find. You want to spend quality time with them.
Type B: Interested, but need more information. These are the people you want to convert to Type A. If you can determine who they are, you can do more than just give them a product sheet.
Type C: Not qualified or not interested. Thank them and move on.
Once you’ve classified attendees, the next step is draw the best prospects to your booth. Here are three ways to attract the best prospects.
Use good signs. The signs in your booth will help prospects determine their interest quickly. “Image in the blink of an eye.” Communicating the features and benefits of your product or service will get people to say to themselves “Hey, I need that! Perhaps I should look into this further.”
Teach things in your presentations. Product presentations can draw large crowds. Sprinkle trivia about the industry or your product category throughout the presentation so everyone feels they’ve learned something. Make sure that the two important post-presentation options for each person are made clear during the presentation and at the end. Identify where they should go next: either to the order desk or to the in-depth demos.
People do business with people.
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