When manning a booth at a trade event, it is important to know the right questions to ask of visitors. One of the first rules taught to people just being introduced to the world of trade show displays is to keep asking open-ended questions. These provide much more opportunity for a conversation and, eventually, a sale. Along with open-ended questions, it is crucial to ensure they specifically engage the potential client and help you learn more about their needs and how they have used or benefited from your product or service. Gaining this knowledge will give you the upper hand when it comes to landing a new client or maintaining an old business relationship.
Open-Ended Questions Are Key
Open-ended questions are great to use in marketing situations because they force the responder to answer more than just yes or no. Typical ‘closed’ answer questions may be more common in everyday life, and of course it is inevitable that during the course of your conversation and sales pitch with clients, you will end up asking a few that simply require a yes or no answer. However, these should be avoided whenever possible, especially when exhibitors at trade show stands begin speaking with attendees.
Remember the five W’s (and one H) – who, what, where, when, why, and how. Asking questions that begin with these words will automatically lead to more detailed answers than you would get with simple yes or no ones. Find out as much as you can about the visitors to your trade show displays so you can tailor your responses to their needs.
Avoid Common Small Talk
Though it may be a habit to ask people, ‘How are you?’ and to use other mundane small talk, try to break this habit. Visitors to trade show displays are often there to view many booths, and their time is valuable. Plus, saying the same thing over and over gets old. Avoid others like, ‘Can I help you?’ and, ‘Are you enjoying the show?’ Attendees would not be approaching your booth if you could not help them, and they probably wouldn’t be there if they were not enjoying the show. Do not be afraid to jump right in, greet them with a smile, and ask them about their experience with your product or service.
Engaging Visitors At Trade Show Stands
Remember to ask questions that relate to the industry being featured at your trade show stands, the product or service being offered, its benefits, or other related questions. A good question to start off with is, ‘How familiar are you with our product/service/company?’ Right off the bat, this will provide you with valuable information about the visitors to your trade show displays. You may also consider asking about their favorite feature of what you are offering, or how your company could improve on a particular product or service. Ask them about concerns they may have about any current issues in their specific industry. Also say, ‘How could our product/service benefit your organization?’ Concerning features, ask, ‘How important is this feature for your current situation?’
These are all examples of engaging questions to ask attendees at trade show stands. To gain a proper knowledge of potential clients, it is crucial to avoid closed-ended and trite questions, and engage them with thought-provoking, open-ended ones instead. Doing so will help your company benefit from participating in trade show displays.