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Booth staff can bolster a company's ROI
Your staff’s ability to attract, qualify and gather data for follow-up sales will have a big impact on your return on investment at a trade show.
You should begin with the premise that most trade show attendees won’t walk into your booth. So your staffers’ ability to reach passers-by with their eye contact and their open-ended questions will be very important to your success.
Tips to keep them engaged and to gather data:
Ask open-ended questions that illicit more than a simple “yes” or “no” response. (Example: What are you looking for?)
Arm your staff with answers to common objections in order to keep the dialogue going.
Find out what attendees are looking for by asking qualifying questions that narrow down their needs.
Staffers must know products well enough to be able to relate them to the key needs of attendees.
Staffers must choose wisely what they will present and be able to advocate benefits that are most relevant to the needs of attendees.
Staffers must hear (and infer) a lot in a brief interaction and be able to record the interest level and qualifying information that will be invaluable in follow-up sales.
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