Determining Visitor Types
by Susan Friedmann
Published on this site: August 28th, 2004
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.
- Definites. If you
have done a thorough job of preshow marketing, definite prospects and customers
will visit your booth.
- 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.
- 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.
- Paper Lovers. Some people love to collect literature
or ust 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.
- 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.
-
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.
- 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.
- 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.
- 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.
- 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.
- 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.
- 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.
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.
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