Ever done a trade show and wished that you and your team had uncovered more hot prospects, set up more post-show appointments and done more effective demos?
If this sounds familiar, you’ll want to read this step-by-step guide to trade show success through better demos.
Qualify prospects
Trade show demos are a perfect time to learn about your prospects; booth visitors expect questions, so don’t miss this important opportunity. Here are the key steps to qualification during a trade show demo:
1) Look before you leap – Never just jump into your standard demo; ask background questions like:
- How are they doing things today?
- What do they like and dislike about the product they’re using, what would they change?
- Why are they at the show, what are their goals relative to your type of product?
2) Relate to their needs – Based on their answers, give examples of how your solution has helped others like them. Ask which areas are most important to them.
3) Drill down for detail – When a prospect asks a question, use it as a springboard to ask more questions and expose the big picture.
Disqualify poor leads
Nothing’s worse than doing post-show follow up on a so-called “hot” trade show lead only to find that it’s a dud. Demos are a great way to weed out the clunkers–here’s how:
1) Avoid misunderstandings – Pay attention and ask questions. Prospects may have misconceptions about your product; the quicker you find out, the better it is for both of you.
As you demo, check in with the prospect with phrases like: “Does that make sense?” or “Is that similar to how you do it today?”.
Watch their face; if they look confused ask if they have a question.
2) Verify urgency and need - Ask questions to see how urgent their need is.
- How are you doing this now?
- Are you looking at getting equipment like this?
- What would happen if you don’t make a change?
If they say they are in the market, is it an immediate need or longer term?
3) Be sure they are decision makers – Ask questions to see how well they understand the decision process. If a prospect can’t answer basic process questions, it’s either early days or they’re not part of the process. Here are some example questions to get you started:
- Who is on the decision team?
- Will they be doing evaluations?
- What are the key criteria they are interested in?
Close for post show demos, evaluations or meetings
If you find a hot one, close for the next step NOW–before they get back to their hectic world and get too busy to return your call.
Here are some example closes:
“It looks like we are a good fit for your application, what would be a good next step? We will be in your area next week and can do an on-site demo for the rest of the team and set you up and evaluation. Would that work for you?”
“It looks like an evaluation would be the next step. Why don’t I quickly get that set up for you now?”
Make sure you have a solid next step, even if it is only a commitment from them to take a phone call on a specified date and time. Trust me, if you don’t close now it will be much harder to reach them when they get back to the office.
Do more effective, compelling demos
If you and your team would like to improve your trade show demo skills, check out our demo skills class or contact us. We will customize the training to your exact needs and can often combine training with in-booth coaching sessions at one of your upcoming trade shows. This let’s students master the skills from class and become productive right away.
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