How to qualify visitors and capture their details at the show.

Get the most from your people.

Research has shown that companies who have given their staff formal training before a show significantly increase their ability to convert their stand visitors into qualified leads.  In one recent survey, 76% of executive decision makers asked for price quotations at the last show they attended. In line with your pre show activity you and your staff must give a consistent and involving
(i.e.believable, results-oriented) message that will differentiate your business from the competition

Why do you want my contact details?

Understand that all prospects are cautious, even when they walk onto your stand. They are sub-consciously asking themselves "Why do you want my contact details?" They'll happily give them when they understand WHY you want them, and what they'll get in return i.e. make it very clear, specifically what they'll receive e.g. new guide you're publishing, invitations to webinars and learning resources, discount possibilities on products, trial downloads of new software etc. i.e. What's in it for them?

Consider having "spotters" apart from your stand who can approach people standing nearby and ask if they are potentially interested in your message/proposition. Key is to ask questions about them - don't talk about your stand or company first. Keep questions open-ended. Make sure you prepare three or four qualifying questions before you engage in a long conversation!

e.g. What brings you to the  show? What are you hoping to find here today? What kind of business do you run? What do you find most challenging about growing your business? What kind of challenges/frustrations do you experience with ABC (your kind of product/service). Can you tell me more about that? Well you will find.....insert your proposition here..... on our stand.  If you have a chat with one of my colleagues he/she may be able to explain how we can help you with....(their problem or challenge). Let me just introduce you to......

Make sure business card is taken or details are entered onto prospect sheet. GIVE them something in return.

Give them the feel good factor

Include/explain some kind of follow-up offer whilst prospects are on the stand, so you  "seed" them to expect your communication when they return to their office. Make each little step as risk-adverse as possible, and make sure they leave your stand excited about the results you can deliver for them.

To do this you have to demonstrate what you've done for others with similar problems, so focus on providing evidence, video testimonials, printed case studies, independent assessments/verifications of your claims/quality/effectiveness etc.

Not all prospects will be able to make purchasing decisions at the show - they will only want to compare companies, products, services, prices, etc.

Therefore it is paramount your communication and qualification reflect the main benefits your product will give your prospect. You will need to gather important sales lead information so that any sales contact is actioned.Timing is one of the most important criteria, since all exhibition leads have a distinct time period within which they can be converted into profitable new business. In summary to qualify visitor prospects:

• Identify there is a need for your product or service
• Identify the buying time period
• Identify budget
• Identify your contact has the power to influence purchase