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The trade show floor is full of different types of people with
different agendas. Some people have specific goals for attending
the show; others do not. As an exhibitor your observation and
questioning skills will be your key to determining who may be a
viable sales prospect. Familiarize yourself with the various
visitor types likely to frequent the tradeshow floor.
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1. Definites .
If you have done a thorough job of preshow marketing, definite
prospects and customers will visit your booth.
2. Demonstration Junkies.
Watch out for passers-by who are attracted to your booth by a
demonstration or other activity. These could be valuable
prospects or time wasters. Ask a few short, open-ended questions
to find out.
3. Curiosity Cats .
These types could be curious about anything what exactly your
company does, a graphic, who designed your booth, and so on. Do
not spend too much time with someone who is just interested in
the design and construction of your booth or intricate details
about your graphics.
4. Paper Lovers .
Some people love to collect literature or just take any piece of
paper no matter what it is. Are they attending the show to
research the market for a boss? If so, they may be an influencer
worth pursuing.
5. Eyeballers .
These types are usually extremely friendly; they smile and their
whole body language says, please talk to me. Questioning will
determine whether or not they are prospects worth pursuing.
6. Jeopardy Gigolos.
Winning contests is their passion. They are always ready,
willing and able to drop a business card into a fishbowl for any
kind of drawing. Contests that require more than just a business
card to enter will help deter these types from finding their way
onto your follow-up lists.
7. Keepsakers.
Any kind of giveaway attracts these types. They may even want
more than one for family, friends and colleagues. Keen
questioning will ascertain if this visitor has potential.
8. The Disinterested.
Some people in the crowd will simply not be interested in what
your organization has to offer. They often let you know in no
uncertain terms through their body language; for example,
walking by purposely avoiding eye contact or chatting with a
colleague. Waylaying these types will only upset them.
9. Hawks.
These people attend shows for the sole purpose of selling you
their products or services. Publication advertising
representatives are a prime example. They are unlikely to be
prospects, but you never know. If floor traffic is slow, it may
be worth asking a few questions, if only to find out who they
could refer you to.
10. Job Seekers .
Trade shows are an excellent place to network and look for
organizations who may have present or future job openings. As
with Hawks, you may want to spend time with them during slow,
unproductive periods.
11. Nonentities.
These types could be underlings in their organization sent to do
some specific research. Never underestimate them. They may be
extremely strong influencers. In addition, they probably know
whom in their organization you need to contact. Time spent with
them could be invaluable.
12. Snoops .
Beware of the competition! These types often give themselves
away by knowing too much or asking precise questions. Make sure
that you do more questioning than talking so that you lessen the
chances of giving away valuable information.
About the Author:
Written by Susan A. Friedmann, CSP, The Tradeshow Coach, Lake
Placid, NY, author: Meeting & Event Planning for Dummies,
working with companies to improve their meeting and event
success through coaching, consulting and training. Go to
http://www.thetradeshowcoach.com to sign up for a free copy
of ExhibitSmart Tips of the Week.
August 13, 2004
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