3 Tips For Influencing a Lead's Buying Decision at Trade Show Displays

Influencing someone's buying decision at trade show booths is all about being in tune with the target audience and taking cues from them. What are their needs? Concerns? Desires? What exactly are they looking for anyway? It's not about being manipulative; it's about identifying with them and taking time to hear what they have to say. Here are three important tips for doing just that and improving the ROI of the company's trade show displays:

Identify The Target Audience's Biggest Motivator

Ask some companies why consumers buy their products or services, and many of them will likely say the need to buy is their target's main motivation, but this isn't always the case with trade show displays. For example, a baker might say his customer's main motivator is hunger and the need to satisfy it. In reality, it may be that most of his customers are too lazy to do it themselves. Or, it may be that his most profitable customers are impatient and simply want to grab something quick and go.

3 Tips For Influencing a Lead's Buying Decision at Trade Show Displays

Examine your company's most profitable audience carefully and look at exactly what motivates them to buy from your trade show booths instead of the competition. Impatience and laziness are just two possibilities. Some target audiences have a hungry ego, others like to be rewarded, some like to feel they're smart, and some simply need to be pushed or pulled in the correct direction.

Listen To Attendees

Once out on the floor, some staff members forget the pitch is only part of the job. Listening and taking cues from attendees can also play an important role in profitable trade show booths while strengthening the professional connection. Even the shortest of discussions can give exhibitors clues as to which direction they should take their marketing and even how they can improve their products and services.

When listening to attendees, remember the words being spoken are only a small fraction of the conversation. Body language, the direction the individual looks, and even the tone of their voice can give the sales team important cues as to how much someone should be pushed or pulled or how much they trust the staff member. Sales people should be able to take these cues and adjust their conversation accordingly.

Incorporating Their Motivator

Whatever truly motivates a target audience should be incorporated directly into trade show displays through their design and text, but it can also be added into the scripts and discussions held with attendees. If the customer's biggest concern is reaction time, consider discussing how quickly a product works or use case studies on the subject that the lead can directly identify with. It doesn't hurt to have a number of these on hand at the trade show booths that leads can take with them.

Getting the most from trade show booths requires exhibitors to be in touch with the thoughts, needs, desires, and concerns of their target audience. And with these three valuable tips, companies from any industry will be able to maximize the return on their displays regardless of their purpose or goals.