A tradeshow floor sales call is something a little different than a
typical sales call. Okay, it’s a lot different. Let’s compare.
With a typical call, whether in person
or on the phone, a sales person will research the prospect,
sometimes to the point of reviewing their LinkedIn Profile, the
company, the possibility of doing business, their needs in regard to
the offered service or product and maybe more. Sometimes the sales
person just has an inkling that the target prospect may have a need
for the product or service and they just make a call with little
more to go on, figuring they’ll either uncover a need or disqualify
them and remove them from a prospect list. Either approach is valid
and each sales person has their own system for making contact and
On the tradeshow floor, a sales call is
something different. Not altogether different, but it is different
than a typical sales call. The floor is controlled chaos with
hundreds of people near your exhibit, either walking by or stopping
if your exhibit has done a good job of pitching a proper message.
Once the person stops, the
conversation is usually faster-paced, with an eye on qualifying or
disqualifying quickly. A prepared booth staffer will have a few
questions at the ready, and use them to find out if the visitor is a
prospect. If they are, the next questions will determine if they’re
in the market currently (or soon), if they make the buying decision
and if they have the money to spend. As Richard
Erschik put in in a recent interview, the
five questions a staffer should have at hand are:
Do you currently use our product?
Are you considering the purchase of
a product such as ours?
If so, when?
Do you make the buying decision?
Do you have the money to spend?
In a more typical sales call, where the
sales person is either on the phone or in their office, the
conversation is a more nuanced approach, covering agreements on the
amount of time agreed upon, the agreement that if there is no need
for the product that the prospect will be honest about that, and if
there is a need, the two parties will agree on the specifics of the
During a tradeshow floor sales call, the
timing is quicker – mainly you cut to the chase. If the visitor is
prospect, determine the next step. If not, politely disengage and
move on to the next person.
A tradeshow floor sales call may take
place dozen, maybe a hundred or more times during a day, as opposed
to just a few calls in person on location, or on the phone.
Knowing what to expect and being
prepared will give you a distinct advantage over your competitors
who are at the show without a concise plan.