7 Strategies to Discovering What Your Prospects Really Need
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by Susan Friedmann,CSP, The Tradeshow Coach
- What are you doing about X?
- How do you handle X?
- When do you need X?
Make no mistake -- you're in a rough spot. Exhibiting is a competitive environment. You're vying for attendee's attention, against companies that are larger, better-funded, with newer exhibits and cooler ideas than you've got. What this means is that anything you can do to differentiate yourself from the crowd is a "Very Good Thing." Being different gives you an edge over the masses. On the other hand, being different invariably costs money. Or maybe not. You can differentiate yourself effectively by embracing the 'power of questions.' Having a team that can ask the right people, the right questions, at the right time, is the single most cost effective thing you can do to guarantee fantastic show results. Very few people know how to ask effective, powerful questions, and quite frankly, those who do, tend not to wind up working the show floor. Luckily, asking great questions is a skill that can be taught to those who weren'don't already have it. If you're like me, and weren't born with that great skill, here are seven strategies your team can start using today to make themselves better exhibitors: Strategy #1: Listen The best questions begin in silence. Train your people to embrace the 80/20 rule -- they should be listening 80% of the time. Listening is more than not talking. It's an opportunity to focus on the information the visitor is providing. The data they're sharing is invaluable and helps frame more appropriate questions throughout the conversation. For sales people in particular, listening is a real challenge. Yet, if they conquer and embrace this skill, they could easily boost their performance in flash! Strategy #2: Determine Identities Quickly One of the first questions your team should ask is some variation of "Who are you and what do you do?" Never, ever rely on badges. People can easily swap them. This is probably the most commonly used competitive intelligence gathering strategy. You want to determine identity quickly for a number of reasons, but the primary one is this: Knowing who you're talking to allows you to deliver information in the most appropriate fashion: a buyer for a powerful chain is a very different attendee than an intern at a friendly competitor! Strategy #3: Ask Open Ended Questions The first question you ask a booth visitor should never be one that they can answer with a simple "Yes" or "No." This is an easy way to give them permission to end the conversation quickly. Known as "closed questions, "Yes" or "No" answers, don't usually help you to understand your visitor's needs. The better alternative is to focus on questions that invite attendees to tell you more about themselves, their challenges or their particular situations (their stories). These include questions such as:
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