Key Points
First, understand what a visitor might ask for from you that could potentially waste your time or get them frustrated.
Second, know how to manage these expectations. Especially how much time you can spend with them depending upon how busy it is.
Third, if you’re polite and reasonable, visitors will agree to just about anything.
Visitor’s expectations to manage include your:
Time
- Depending upon how busy the booth is, or how busy it will get, you may not be able to spend the amount of time with a visitor that they planned on. To manage their time expectation, you first need to find out what they want to hear about. Then estimate how long you can spend with them. Take into account:
- How big the opportunity is with this visitor (spend as much time with huge clients as needed).
- How busy the booth is.
- How long it will take to discuss their area of interest.
- Then say something like, “Let me take five or ten minutes and show you our new product.” That’s all it take to manage their time expectation. Then after five or ten minutes, it’s your choice whether to continue or not depending upon if the booth got busier or less busy.
One-on-one face-time
- If your conversation with a visitor started off as one-on-one conversation, they may think it will continue that way no matter what. If other visitors begin to wait for you to finish, you may want to invite them into your conversation (but not always). To do this politely, you need to ask permission of the visitor your currently talking with and tell them why you want to do this.
Accessibility
- The visitor may not get to speak with the person they’re asking for, or with the person who can answer their question. You choices are:
- To get a message to that person.
- If they’re at the show but not in the booth to call them right in front of the visitor and ask them if they can come over to the booth.
- Get them to someone else with the ability and/or expertise to speak with them.
Knowledge
- You may not be able to answer the visitor’s question or know enough about a particular product or service. Your choices are:
- To get the visitor to one of your colleagues who can help them.
- To commit to get back to them later (preferably while the show is still going on). If possible, get their mobile number.
- Authority
- You may not have the authority to grant a requested exception, make a decision, etc. If it’s appropriate, without putting your colleague (and maybe even your boss) on-the-spot, get them to someone in higher authority.
For more information on The Hill Group’s Trade Show Training, click here.
Eight Trade Show Training Tips
Be prepared: Know your role, know your demo
• You represent the entire company to every visitor
• Know what else were doing at the show; sponsorships, events, etc.
Be on time: Don’t be late and don’t wander off
• It costs your company about $700 per hour for you to be in the booth. Honor your schedule, be on time, be in the booth for entire shift.
• If you need to leave the booth, let us know so we can cover for you
Be approachable: Don’t give any visitor any reason not to approach you
• Don’t stand in circles and talk with your colleagues
• No eating, drinking, talking on the phone, or reading. Visitors will not interrupt you.
Be ready::
• Your 30-second “elevator answer”
• Some qualifying questions
Manage your time: Be in control of how much time you spend with visitors
• When the booth is busy, have shorter conversations
Don’t make visitors wait:
• Acknowledge waiting visitors
• Add waiting visitors to your conversation
It’s okay to interrupt: There are no private conversations in the booth
• Interrupt politely and ask how long your colleague will be
• Ask permission to add a visitor to an on-going conversation
End the conversation: 3 ways to end a conversation
• Generate a lead
• Escort them to another part of the booth
• Dismiss them
For more information on The Hill Group’s Trade Show Training, click here.