I’m sure you’ve heard the statistic that you have 3.8 seconds to grab the attention of a show attendee when they are walking the show floor.  Add to that the amazing statistic that attendees absorb less than 10% of the information coming at them on the show floor. Suddenly the task of gathering leads at a trade show can seem rather daunting.  Before you throw down your pencil and start picking up the phone to cold call, take a look at how we break down the zones in your trade show booth.

The information is valuable and will help you choose which attendees to spend more time with, what questions to ask them, and a couple ways to leave a lasting impression.

Here’s another frightening statistic: Only 20% of companies follow up with trade show leads!  Be sure that your company is in that 20%.  Tune in next week for post show follow up!

Zone 1- Common Interest

• Where: Outside of your booth- In larger island booths this may be inside your booth but close to the aisle.
• What people see:
• Recognition- Something in your booth has peaked their interest.
• What YOU need to do in this zone:
• Have literature, brochures or a one sheet close to aisles
• Qualifying questions to ask, if you are able to engage the attendee.  At this stage, the attendee may or may not allow you to engage them.  Always focus your attention on the prospects deeper into your booth.
• Tell me about your company?
• What is your role in the company?

Zone 2- Potential Interest

• Where: The first couple feet of your booth- hanging out around the perimeter with a quick exit if they feel necessary.
• What people see:
• Drawing
• Demonstrations
• Giveaway Items

Something in your booth or about your company has their curiosity and they are willing to pause for a moment to investigate.

• What YOU need to do in this zone:
• Have literature easily available
• Have a nice but cost effective giveaway for “warm” prospects
• Qualifying questions to ask:
• What is your role in the company?
• What are you hoping to find at the show today?
• When do you want to proceed with this idea?

Zone 3- Genuine Interest

• Where: Inside your booth
• What people see:
• One-on-one presentations
• In-booth seminars
• What YOU need to do in this zone: Be sure that you recognize people in this zone and make it a priority to speak with them, as these will be your hottest prospects.
• Have literature available, perhaps a disc or USB drive
• Offer a nicer promotional giveaway item
• Qualifying questions to ask:
• Tell me a little about your situation.
• What are you hoping to solve by purchasing this product or service?
• What is your role in the company?
• Do you have a budget set aside for this product or service?
• How soon should I contact you to set up an appointment?
• When is your next open to buy timeline?