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Holding Prospects at Trade Shows

Holding Prospects at Trade Shows

Getting people into your booth is half the battle. You also have to hold their attention by establishing an expectation or getting them involved.

To gain expectation, build suspense. Make the group wonder about a question and then promise the answer only if they listen. Then make certain you deliver the payoff.

Sequencing is another method of keeping people in the booth. This is simply organizing your presentation into logical segments so one builds upon the other. This permits you to present a precise, controlled message. People know where you are going and receive payoffs with each point. And the prospects generally won't leave until they have received the total payoff.

To get the prospect physically involved, have them hold the product. They will operate or study it during your discussion.

If you use verbal involvement, get the prospects to do the talking instead of making a presentation. This works because you'll do a better job of gathering information and tailoring your message to the prospects.

Visual involvement directs the customer and controls the focus of the discussion/demonstration. By pointing out things you want them to see, you focus all of their attention on your points and products.

Another type of visual involvement is a tailored A-V presentation. No one will stand and watch a 15-minute slide presentation or videotape, but they will watch a tightly produced two- to five-minute presentation.

One thing you can't afford to do is to permit people to leave your booth until you have determined whether or not they are viable prospects. Don't let people come in and stand around without being helped, even if you are tied up with someone else. Interrupt your discussion, acknowledge the individuals and tell them someone will be with them in a few moments.

Eye contact, a smile and a gesture obligates them to stay…just don't take too long.

While they are waiting, give them something to do. Have them study a specific section of a brochure or view the A-V presentation, but keep an eye on them. If you see their interest waning (assuming you haven't already gotten to them), get back to them.

Getting Rid of Visitors

Obviously, at a show you don't have the luxury of spending as much time with each individual as you might like. You have to make time for the "hot" prospects, but the others will be in and out of the booth. The key is to determine their level of interest. If it is low, move on to more fertile ground.

Most people will leave after a demonstration, so summarize to let them know that you are finished. I you can't close and can't seem to "shake" the individual, use prearranged sign language to attract assistance from someone else in the booth. This provides you with an easy and courteous method of excusing yourself without leaving a sour taste in the visitor's mouth or leaving him or her with a poor impression of the organization.

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Holding Prospects at Trade Shows - To learn more about this author, visit Andy Marken's Website.

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About The Author


Andy Marken
(Visit Andy's Website) G. A. "Andy" Marken President Marken Communications, Inc. Santa Clara, CA Andy has worked in front of and behind the TV camera and radio mike. Unlike most PR people he listens to and understands the consumer’s perspective on the actual use of products. He has written more than 100 articles in the business and trade press. During this time he has also addressed industry issues and technologies not as corporate wishlists but how they can be used by normal people. He has been a marketing and communications consultant for more than 30 years involved in the wild early days of the Internet/Web, heyday of the videogame industry and the maturing professional and consumer video industries. His experience includes years with Internet pioneer CERFnet, TCG and AT&T. Andy has worked in the software, Web 2.0, video and storage industry with Panasonic, Philips, Dazzle, Atari, NTI, ADS Tech, Pinnacle Systems, CyberLink, InterVideo, Ulead and Verbatim.

Andy Marken is a Platinum author on EvanCarmichael.com
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