Power Chain
Being able to ask questions: 7 Strategies to discover what your prospects really needs
Make no mistake - you are in a rut. Exhibit is a competitive environment. You are competing for the attention of the audience, against companies that are larger, better funded, with new exhibitions and coolest ideas you have.
What this means is that anything you can do to differentiate themselves is a "very good thing." Being different gives you an advantage over the masses. Moreover, being different always costs money.
Or maybe not. Can be differentiated effectively by embracing the 'power of questions. " Have a team that can ask the right people the right questions, at the right time is the single most profitable thing you can do to guarantee fantastic results show.
Very few people know how to make effective, powerful questions, and quite frankly, those who do, tend not to work, to close the show floor. Luckily, big questions is a skill that can be taught to those who do not. If you're like me, and not born with such great skill, here are seven strategies your team can start using today to become better exhibitors:
Strategy # 1: Listen
The best questions begin silent. Train your people to embrace the 80/20 rule - should be listening 80% of the time. Play is not talking. It is an opportunity to focus on the information the visitor is providing. The data are sharing is invaluable and helps frame more appropriate questions throughout the conversation. For salespeople in particular Listening is a real challenge. However, if the conquest and embrace this skill, they could easily improve their performance in flash!
Strategy # 2: Determine Identities quickly
One of the first questions your team should do is some variation of "Who are you and what you do?" Never, ever rely on badges. People can change. This is probably the most commonly used competitive intelligence gathering strategy.
You want to determine identity quickly for several reasons, but the main one is this: Knowing that you're talking to allows you to deliver more information appropriate: A buyer for a chain of powerful wizard is very different from an inmate in a friendly competitor!
Strategy # 3: Open questions
The first question to ask a booth visitor should never be one that can be answered with a simple "Yes" or "No" This is a way easy to give them permission to end the conversation quickly. Known as "closed questions" Yes "or" No "answers are often not help understand the needs of its visitors. The best alternative is to focus on questions that invite attendees to tell you more about themselves, their problems or their particular situations (their stories). These include questions such as:
- What will you do with X?
- How do you handle X?
- When you need X?
Strategy # 4: Follow up with a relevant question
When a visitor spends time telling his story about a particular situation or challenge, the next question must relate to what they have just said. This shows then you're actually listening, and care about what they have to say. Failing to do this is likely to damage, if not destroy any credibility they may have established throughout the conversation so far.
Since this is a common mistake exhibitors, it's worth having your team practice this skill in the exercises pre-show role. Have to work on this until it is and starts to feel completely natural to them.
Strategy # 5: Compliment them
If you are a visitor is a little reluctant to talk about your situation, try to compliment them. It is a subtle but powerful stroke his ego. A simple "I'd really like to know what think about X "or" What is your opinion on Y "often speaking people, especially those who like to show their knowledge. I'm sure you know the type! Remember that everyone likes to be valued and recognized.
Be careful with this. You always want to appear genuine, without seeming to fawn over your visitors.
Strategy # 6: Get Off Topic
Expose is not just about making immediate sales. There is much more that goes with your booth visitors. Building long-term, profitable relationships is key! To do this effectively, you may need to take the conversation Off-topic. Do not be afraid to use the questions to do this. Ask questions that let the visitor know better. This can be as simple as "Where are you from?" Looking visual cues - clothing, jewelry, pin, etc. - anything that you can spend more conversational and strengthen the relationship. It is only when they begin to make
Strategy # 7: Go After Low fruit
Visitors often indicate, often unconsciously, what I speak. If they mention a subject repeatedly, or devote a considerable time in a particular area, that's a very good clue to let you know that this topic is important to them. However, many times either exhibitors do not hear what is said, because they are in tune with his own mind or, perhaps "escape" of a topic because it is sensitive, or something that just not know. You could avoid the latter not to show your ignorance.
Speaking from experience, that is not a good plan, solid action. What tells the visitor is that "not only interested" in them or their situation. It takes courage to "take the bull by the horns' questions and part directly about that topic, inviting visitors to elaborate.
For example, "You seem to have concerns about the durability of our widget. Could you tell me do you care? "Resolution of these problems in mind is the best way to encourage a potential customer confidence in its products and services.
Asking questions is only half the battle. The other half of the equation concerns what you do with the answers they give you. If your team asks great questions, listen to answers, and then responds to repetitive standard one size fits all answer, you've accomplished something.
Instead, answers must be customized on field - answer not only to the customer needs but also for the tone and timing of the conversation.
Brief your people on the need things beyond just the familiar and often boring sales pitch. Agreement focus on building relationships and customer lifetime value helps to do this easier and requires a lot of pressure on your computer. It is much easier to concentrate in a sense, value-laden exchange if your computer knows it is not their only opportunity to bat. Hopefully this is just the beginning. They will be asking your customers for the coming years!
About the Author
Written by Susan A. Friedmann, CSP, The Tradeshow Coach, Lake Placid, NY, internationally recognized expert working with companies to increase their profitability at tradeshows. Author: "Riches in Niches: How to Make it BIG in a small Market" and "Meeting & Event Planning for Dummies." http://www.thetradeshowcoach.com
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