Nimlok News On Display:
Uncovering Visitor Types

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 trade show floor.

Definites.

If you have done a thorough job of preshow marketing, definite prospects and customers will visit your booth. These are the people who you've invited to attend. You might have set up appointments to meet with them or just encouraged them to stop by to learn about your new products/services. You may have offered them an incentive. Whatever the reason, this group should definitely fall into your target audience - people who are either existing or potential customers.

Demonstration Junkies.

Watch out for passers-by who are attracted to your booth by a demonstration or other activity. They could be valuable prospects or time wasters. At the right opportunity, ask them a few short, open-ended questions to find out their interest level. If they're potential prospects, involve them, wherever possible, in the demonstration. Have them do it. Walk them through the process. The more comfortable they feel with what you're offering, the more likely they are to buy. Remember that exhibiting should be experiential.

Curiosity Cats.

This type is curious about everything - 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. However, if the show is a little slow, you might engage them to find out more about their reasons for attending the show. You might also investigate who their contacts are, as they might be potential prospects for you. You don't know how influential this person is until you ask some open-ended questions.

Paper Lovers.

Some people love to collect literature or just 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. Once again, this is a prime opportunity to put your questioning skills to the test. Engage them in a meaningful conversation by asking them to tell you more about how they intend to use your information. If they're doing some competitive research, they may be very illusive in answering your questions. Watch their body language for signs that might indicate discomfort.

Eyeballers.

This type is 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. This type is easy pickings for a conversation, as they probably love to talk - to anyone! Be in control of the conversation by asking the questions. Be careful not to allow them to lead you off on pointless tangents. Since this type is usually very open, find out more about their level of influence - who they know in the industry, etc.

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 this type from finding their way onto your follow-up lists. If your prize and/or giveaway item is business-related, such as a discount on your first order, this will help keep this type at bay. They're more interested in the popular consumer electronic items that many exhibitors love to give away.

Keepsakers.

Any kind of giveaway attracts this type. They may even want more than one for family, friends and colleagues. Keen questioning will ascertain if this visitor has potential. Once again, the more business-related your giveaway item, the less interested this type will be. You're looking for quality visitors to stop by your booth. Your pre-show marketing should be targeted at potential customers, and your giveaway item should be an incentive to help lure them to you.

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 this type will only upset them. Realize that your efforts should be focused on your target audience, which may only be a small percentage of the attendees. Concentrate your efforts on attracting quality versus quantity.

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 get a worthwhile referral. If they are selling media space, find out more about the publication, especially if it's one you're unfamiliar with. Tap into their resources and ask them whom you should contact for media coverage. Be wary of buying media space in exchange for media coverage. Readers can spot this and are not as likely to take your information as seriously as you might like.

Job Seekers.

Trade shows are an excellent place to network and look for organizations offering present or future job openings. As with Hawks, you may want to spend time with them during slow, unproductive periods. Obviously, if you are looking to increase your staff or are looking for more distributors, this is a great place for you to set up initial interviews.

Nonentities.

This type 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. In addition, they could be managers and future decision makers. Showing interest and being helpful now could potentially pay off at some future time.

Snoops.

Beware of the competition! This type often gives 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. Having knowledgeable booth staffers also helps. Rookies, on the other hand, could be overzealous and in their enthusiasm to sell, they might give away more information than necessary. Keep rookies in the wings if you bring them to the show. Have them shadow your veteran staffers.

Written by Susan A. Friedmann, CSP, The Tradeshow Coach, Lake Placid, NY, working with exhibitors and meeting & event planners to improve their event success through coaching, consulting and training.

Website: www.thetradeshowcoach.com