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welcome to exhibitor Lounge sponsored by exhibit edge.com now I'm your host and your trade show mixologist Michael Gray here each week you receive simple practical and proven tips to improve your trade show marketing strategy and get better results while maximizing your budget now here is where Mr Mike gromberg of gromberg consulting.com had a lot of advice the first thing he would tell you is to have a pre-screener at the front of the exhibit to ask basic what are you here for type questions now the traffic cop as Mike explains it is the person who's the gatekeeper and shields the sales staff from casual conversation they will direct the attendee to the best salesperson after after a few qualifying questions now the show floor qualification process it needs to be direct and precise there's no time for a lengthy conversation okay here are some things to think about one you need to qualify people quickly as Mike Gruenberg would say this is not a sales call this is a trade show and trade shows demand the art of the super short conversation you were on stage and there's no time to engage unqualified people number two if you are engaging with a talker then you may let another five or six people go by know how to disengage I like to use a small giveaway item I would say something like it was great to meet you did you get one of these please call us soon with any needs you may have okay here it sounded like a brush off but it is an important to disengage with a prospect as it is to engage they do not know how to end a conversation and you can quickly move things along notice that the giveaway item was used for a specific purpose to disengage from the attendee all right number three when a salesperson gets ambushed have a pre-arranged gesture or signal that lets others take over for the conversation so how do you qualify a prospect well the marketing department if they've done their job well will have already put into place the necessary tools now one tool is the pre-show mailer that would have an incentive to visit your exhibit now the mailer describes the highlighted feature on display in your exhibit or it prompts the attendee to pursue specific topics of discussion for example if you were visiting exhibit Edge we would say something in the mailer like ask about EDG link which is our online management and inventory system visit us at booth number 401 to receive a free gift just by mentioning the name edgelink now once they walk up to your exhibit the traffic cop would have a series of questions like these number one would be um are you the person who manages your exhibit program now if they're not then ask who is that would be a piece of critical information to us all right number two do you currently work with an exhibit company if yes then ask who that is another piece of critical information number three how can an exhibit company help you better now if they don't want to answer these questions or don't know the answer then it's a good indication that you should disengage from the conversation if they do answer and have specific needs then it is time to direct them to the proper salesperson now in our exhibit we would have staff members that specialize in different things like edgelink or exhibit product knowledge or sales processes and operational procedures understanding the attend these needs and getting them to the right person it's an art and a much different process on the show floor than a typical sales call planning ahead training your sales staff good notes and proper follow-up techniques are all essential it all starts with qualifying the prospect so you're using your time wisely on the show floor hey as always please respond with your questions or comments and let others know about exhibitor lounge.com we'll see you next week until then I'm your host Michael Gray telling you relax in the exhibitor lounge