April 2010 | Vol. IX - No. 4
|“It is the exhibitor’s job to reach out and initiate new conversations with all potential prospects during the few seconds they’re afforded ...”|
1. Engage everyone. Smile, make friendly eye contact, and approach all booth visitors before they exit. Each prospective attendee who’s not engaged represents a significant lost opportunity.In the new exhibition marketplace, the buyer has all of the power, and he or she knows it!
2. Ask a specific question that invites passers-by to talk about their business initiatives. A simple “How are you doing?” won’t do.
If you design new craft kits for a very specific age and gender, you might say, “Hi, Kate. I noticed that you’re an attendee and, therefore, must be seeking new solutions for your store. What kind of art activities do you carry for 8- to 12-year-old girls?”
If she doesn’t connect right away, find out more by saying, “It would help me to know, Kate …”
3. Be sincere. Focus on making genuine human connections with all prospects. Put your heart, personality, sense of humor and passion into every connection.
4. Listen. You should listen 80 percent of the time and talk only 20 percent of the time. Don’t ever talk for more than two minutes consecutively, and never begin selling before you truly connect.
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