Every trade show attracts an assortment of different types of attendees. They come seeking education, for resources, in teams or groups, and everyone is a potential buyer. There is a particular way to work with each set of circumstances. Buying Groups or Teams – 50 to 60 percent of booth visitors have other people involved in their decision-making process. And 80 percent of these teams will select their vendor while at the show. More ‘buying teams’ visit exhibits and then hold a caucus at the show site to assess which exhibits they will revisit. Multiple visits are used by teams to select key vendors. The first visit is the hit-and-run which is to evaluate what the exhibitors have on display. The second visit is the application fit to assess how the product can fit the needs. The third visit is the close – creating an agreement that will set the action plan into motion after the show. Ask visitors if they are part of a team. Since they are VIP buyers, put them in touch with senior management or block out some time, get coverage in your exhibit, and work with them. This is probably immediate and large business if you get it.

Then there are the seekers of hunters. They come in three types – education, reinforcement. And solution seekers. Education seekers just want to browse, look, and learn. They’re in "tell me about your company" mode, not in buying mode. Provide information about what’s on display, and encourage them to browse about your exhibit, but keep yourself available for serious prospects. You can’t afford to spend a lot of time with browsers. Reinforcement seekers are typically existing customers who want reassurance that they’ve made the right decision to buy your product. If possible, provide a space for reinforcement seekers to talk with marketing or R&D people. Introduce them to other customers. These visitors want to find out if anything is changing. The best thing you can do is to brief them on future plans. Finally there are the solution seekers, these visitors are in a buying mode. They’re looking for solutions to specific problems. They’re willing to spend the time to get specific answers to questions. They are typically from five to fifteen percent of the audience. Solution seekers first want to tell you their needs. So talk less and listen more, and you’ll win their business.

Finally, be on the lookout for power buyers. They are typically upper management or key buyers with major authority. Many times they don’t wear badges. They do not want to attract unnecessary attention. To catch them, you must be alert, and approach people without badges or that have badges turned over. Greet them; introduce yourself, and welcome them personally to the booth asking what prompted their interest.

Picture of our client, Phonic, engaging attendees.