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The Subtle Art Of Conversation
How to engage and disengage prospective customers with ease
volume #1, article #7
By Dianne Smirl, CME-Designate
Did you know that sales leads obtained at trade shows cost 56% less to close than field calls? When you consider the huge potential for cost-savings, the art of conversation takes on a whole new importance. It pays to ensure that your trade show staff knows how to draw attendees into the booth, and how to free themselves from a conversation once they have obtained the information they need.
Don't Be Afraid To Go Fishing
Your primary goal at a trade show is to talk to people. You want to get attendees to visit your booth so you can qualify them. For most companies, that’s a big stumbling block. Overcome it by making eye contact with people as they pass by your exhibit. Be sure to smile. Watch each passer by for their reaction to your booth. You’ll easily see when you have someone’s interest. Approach the prospect by taking a step forward and asking your qualifying question.
Know What You Want To Accomplish
Once you engage a prospect, you want to make good use of your time. Asking qualifying questions that are directly related to your business will allow you to quickly establish the prospect’s lead potential. Challenge yourself to find out as much as you can about each prospect’s business in the shortest possible time.
Minimize The Chit Chat
Never jump into the aisles and assault attendees with non-directional questions, such as, "How are you enjoying the show?" You run the risk of frightening off not only the prospect, but also other attendees who witness the encounter and decide to steer clear of your booth – even though they’re interested in your offerings.
Disengage With A Giveaway Or Brochure
You’ve gathered up all your information and you know the lead is solid. Now the prospect starts asking questions…and lots of them. Instead of spending the day answering questions for someone who MIGHT do business with you in the future, it’s time to move them along. This is not rude; it’s prudent time management. The best way to disengage is to offer the prospect your promotional item and thank them for their time. Make arrangements to get in touch at a specific future date, and have them save their questions for a more personal meeting.
Don't Waste Your Time
What do you do when a prospect simply won’t leave? Be honest. Tell them that while you’re enjoying speaking with them, your job at the trade show is to talk to as many people as possible and if another attendee enters the booth, you’ll have to attend to that person. This is completely acceptable behaviour and helps the prospect have realistic expectations of your time. Training and practice will help to make engaging and disengaging a less frightening activity. Increase your staff’s confidence and proficiency through role-play with mock customers, both good and bad.
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