Turn Leads Into CustomersStunning trade show displays are definitely important to get noticed at events, but it is your staff that will hold the attendee s attention. These tips should help your employees approach these potential customers in a manner that won t scare them away.

Let Them Talk

As sales professionals, we may think it is our job to persuade others of how wonderful our products are without really listening to what our customers need. Let s face it, everyone enjoys talking about themselves, and attendees are no exception.

As they are browsing your trade show booth, approach them and ask questions that will allow them to talk about what they are looking for and what concerns they have that they are hoping to resolve with your products/services. Simply asking, What are you hoping our products can help you with? will definitely open a gate and invite these browsers to talk about themselves. One rule to keep in mind listen 80 percent of the time and talk 20 percent of them time.

Keep the Questions Open

Don t give your convention booth visitors the opportunity to say no by asking close-ended questions. Keep the conversations going by asking questions that invites the attendees to talk:

What do you like or don t like about this product?

How do you plan on using it?

These are just a couple questions you could be asking attendees to get a better idea of what it is they are planning to get out of your products or services.


You may have gotten the contact information from tons of interested buyers, but that doesn t mean anything if you don t follow up with them after the event. One study showed that between 70 and 80 percent of exhibitors fail to contact their leads after the event, resulting in a loss of sales.

This can be done by sending out thank-you cards or making some phone calls. If you call your leads, ask if you can set up a face-to-face appointment with them to further discuss your products/services. If you opt to send out thank-you cards, handwritten ones appear much more genuine, but don t forget to include your business cards so that they know how to reach you.

You have a small window of opportunity to get noticed by the attendees before they move on to the next trade show exhibits. Your exhibit should have an innovative look that will set you apart from the competition. With a stunning display system and a staff that follows these three simple rules, you are sure to be a hit at your next event!