Are You Asking the Right Questions?
by Hiett Ives, Show Dynamics
Your company has a booth at a Business to Business trade show. What questions do YOU ask passing delegates to identify qualified leads?
Three potential approaches to use:
- The Chit-Chat Approach. You smile and ask them, “How’s the show?”
The problem with this approach? It usually nets you a, “Great!” and the delegate walks on without being engaged.
- The YES / NO Approach. You smile at the passing delegate and ask, “Do you use (product)?” or “Do you need (service)?”
A likely response is, “No!” And again you see the delegate walk past your booth.
- The Open Ended Question Approach. As a delegate approaches your booth you ask, “Who’s responsible for (product) in your operation?” or “Where do you use (service) in your operation?”
In the Chit-Chat Approach, there is NO prospect qualifying. You have 2 – 3 seconds to initiate delegate interaction so this approach totally wastes that opportunity.
The Yes / No Approach is better because it makes an effort to qualify the prospect. The YES/NO question is the problem. This gives delegates the opportunity to use the “NO” response and move past your booth. Even if the delegate does need your product or service, your approach gives them the ability to avoid your features and benefits presentation.
The Open Ended Question Approach is your best option. The same open ended question is asked of every delegate passing your booth, whether they acknowledge you or not. You’re targeting them – and if they’re in any way interested in or related to your product or service they’ll stop. That gives you the opportunity to give them a Lead Qualifying Card and wait for them to fill it out.
So, avoid the pleasantries, at least while staffing your B2B trade show booth. In addition, avoid the yes/no questions that let delegates off the hook. For each show and each audience, always develop an open ended question that engages your prospects. That way you’re effectively using those 2 – 3 seconds you have to gain their attention.
