So, you got a lot of people at your trade show booth, which is great, but now what do you do? The most important aspect of turning a lead into a sale is properly engaging customers and figuring out if they are a viable lead. After all, you don’t want to waste time with someone that won’t buy your services when you are at an event full of people looking at products and services. Simply ambushing them by asking how serious they are about your products will only drive people away.
Instead, asking thoughtful questions can lead to a real feel of where they are in their buyer’s journey and how serious they are as a potential lead.
What Problem are You Looking to Address?
If you are selling a product or a service, it addresses something a person needs either in their daily life or in their business life. By asking them what they are looking to address, you can figure out how serious they are. A less serious prospect will be “just looking” while a more serious lead will have something they need to be addressed. For instance, if you are selling vacuum cleaners, they could need a more industrial model for an office or they might own a dog. If they list these reasons, they are in the market to make a purchase.
Have There Been Previous Solutions that didn’t Work?
Using the vacuum cleaner example, maybe they purchased a model that was meant to help with allergens but they found it spit them back out. Or maybe they have a budget concern. Regardless of their answer, you can create an individual solution for their issue using their own history. On the other hand, you could learn nothing has really gotten in the way of solving the issue and they are simply looking around, which is a less serious lead.
Why Now?
This is an important question to ask. Are they looking right now for a solution and if so, why? If there isn’t a direct answer to this question, they likely aren’t looking right now and have just happened upon your display. When it seems a lead isn’t serious about converting to a sale, it’s important to handle it properly. Maybe they are looking to learn of a bunch of different services in case they need the product down the line. When this is the case, it serves better to have a friendly and quick conversation, then leave them with collateral and contact information for later, which frees your time for customers looking to buy sooner.
Getting the attention of passersby is the first step to getting to ask these questions. Contact us today to find out how our services can make your trade show display stand out.
