August 8, 2013

Untrained booth Personnel & “Qualifying” Prospects or Suspects

Category: Articles — admin @ 4:43 pm

A trade show is where a company takes names and qualifies prospects. Granted, at some trade shows they actually “sell” at the booth. But in the majority of trade shows, the purpose of the people at the booth is to qualify as many attendees as possible so that when the company returns to it office it can give these “Qualified” leads to the sales force, so that they can then “close” the orders. Companies, using unqualified people in the booth are a waste of both time and money.

What type of impression do you give to the clients, prospects and suspects that have come by your booth?

Do you think that one of your present clients will be pleased to see a company person fumbling, trying to take down information from a prospect or suspect?  What kind of impression are you giving to the prospect or suspect?  Do you really think, after getting the run a round in the booth that the prospect or suspect would be interested in doing business with your company?

A major trade show has many types of people walking past your booth. Not all of them are there to buy your product or service. Some of the attendees are there just to get an impression of how the company operates at a trade show. Why? Well, for a number of reasons, they may be interested in a strategic partnership arrangement, or your banker who has just given your company a major line of credit wants to see how the company reacts with its clients, prospects and suspects. Or another company, possibly a competitor wants to see what you are doing, or a company may be interested in buying your company, and they want to see how you operate at a trade shows. All theses situations are possible, and have happened to many organizations.

If you want to look sharp at a trade show, put qualified trained people in your booth, and see how much better your trade show experience will be.

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