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Somewhere in the midst of all of the conversations, demonstrations, and
schmoozing, a few of the best prospects get lost. With everything else
going on, it's easy to overlook these people, but don't do it. They are
eager and excited prospects.
These buyers have subtle methods for telling you who they are. They don't
just walk up and announce "Hello, my name is _____, and I'm ready
to buy your product." To the casual observer, they look like any
other attendee. Train yourself and your staff to notice these buyers and
your sales will surely increase.
The Guy in the Back
One of the most commonly overlooked prospects is the person I call "the
guy in the back." You've seen this one before - he stands at the
back of the crowd surrounding your booth, peering over the others to see
what you have to offer. He never gets to the front of the group, but rather
sneaks glances over those in front of him.
To understand this individual, you must think about what motivates him.
Why is he there?
This is someone who is so keenly interested in your products or services
that he is willing to stand in an uncomfortable position, waiting patiently
for an opportunity to collect information or ask a brief question. His
level of interest is high enough that he ignores the discomfort of the
crowd in order to catch passing glimpses of what you have to offer. He
is a highly motivated prospect.
Identifying the prospect: The interested buyer in the back looks a lot
like the passive attendee, interested only in your booth giveaway or purposely
hiding in order to avoid a sales pitch. In order to tell if he has serious
interest, look for the following signs.
Is he hovering towards the back because he has to, or because he is avoiding
the front? An interested prospect is in the back because there is no room
in the front. He shows signs of attempting to get in closer, but is stymied
by the crowd.
The serious onlooker also pays attention to your product, your company
name, benefits derived, etc. He is less focused on the flash in the booth
(such as entertainers and premiums). He may look up and away and then
look back at your booth as he envisions using your service to solve a
problem.
The passive attendee on the other hand wants to be amused. He is eager
to get the gift or see the performance. He might also look away for brief
periods of time, but he is usually surveying the show floor, looking for
the next thing to do. His demeanor will be marked by enthusiasm for the
elements of your booth unrelated to your products.
One of the signs of a serious buyer can easily be mistaken for a sign
of disinterest. A buyer is often busy and limited on time. He may not
wait long to be engaged by the sales staff.
Because it is so easy to mistake a top prospect with a disinterested
person, planning your booth to attract the right people and discourage
others is extremely important.
Reaching this prospect: Getting through to this type of prospect requires
a two part approach including both planning and behavior.
When planning your booth, think about ways to avoid attracting a crowd
made up of the wrong people. These people not only get in the way of good
prospects, but can themselves be mistaken for potential buyers. Don't
fill your booth with giveaways and entertainment. Set out just enough
premiums to be able to hand them to prospects, and limit entertainment
to activities directly related to your product/service offerings.
Once the booth itself is in order, set expectations of behavior to capture
these prospects. Train your staff to engage those in the back, asking
questions. This will both scare away the uninterested hoverer and draw
in those who are your target buyers.
The Last Minute Visitor
The event is almost done. There is just a half of an hour left and you're
eager to pack your things and get home to your family, back to your room,
or off to dinner. The exhibitors on each side of you have already called
it a day. The floor is nearly deserted, with only a few lone attendees
trickling down the aisles. Why should you stay?
Consider those last few visitors milling about. Why are they there?
There are two common reasons why an attendee is still walking the aisles
just minutes before the show ends. Prospects walking the show floor during
the final moments either arrived late, or have been there for much of
the day and have decided to stick around. Both are good news for you.
"People who visit a booth during the last 30 minutes of an event
are the best prospects," reports Chris Jacobson, Chief Operating
Officer of California Event Management, an independent trade show management
and consulting firm. "They are the people most likely to be serious
buyers."
Attendees who arrived late: Attendees who come to a show that they cannot
attend until the last portion of the day are a driven crowd. They knew
that they would not have much time on-site, but nevertheless decided to
dodge traffic, pay parking and entrance fees, and make an effort to be
at the event. These are serious buyers. Anyone else in their situation
would have chosen to skip it.
Unless they came only to see you (which should be obvious from the outset
of your conversation), these prospects do not have time to waste. Be frugal
with their time. Get straight to the point and deliver your message quickly
and directly.
Attendees who are waiting it out to the end: There are those attendees
who have been at the event most of the day, and yet still remain until
the end. What would motivate them to stay?
These attendees generally fall into one of two categories. The first
is someone so eager to soak up information that he wants to utilize every
possible minute. He is at the show with a purpose and is seeking to fulfill
it. This prospect is primed and ready to hear about new offerings.
Better still is the second category of person who has stayed for the
entire event. He has been evaluating his options all day with the intention
of making a purchase once he has gathered enough information. He has visited
your competitors' booths and may even have visited yours earlier that
day or on a previous day. He has seen what he needs to make a decision
and is coming to you with a Purchase Order in his hand.
You do not want to miss the opportunity to service these attendees. Missing
them may give your competitors an opportunity to take business away from
you. Focusing on these buyers will help you to meet and exceed sales goals.
Helpful Hints
There are a few simple things you can do to reach these and similar hot
prospects.
Think like an attendee. Ask yourself what brought these people to your
booth. Make an effort to understand their need, not your need, and consider
a way to work together to meet it. Arrive on time and stay until the end.
Don't presume that someone watching your demonstration from the back is
not interested. Look for the prospects that your competitors overlook.
Focus on the signs that identify key prospects and target these people
at every event. Don't wait for them to come to you. It is your responsibility,
and ultimately your privilege, to meet the needs of these buyers and cultivate
a lasting business relationship.
Mr. Kilgore can be reached by visiting my
Exhibitor Page for more details.
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