Staff
Approaching Visitors
The first thing that needs to be impressed on stand staff is that the "Can I help you?" approach simply invites the "No thanks, I'm just looking" response. And that's the end of the interview and another selling opportunity has been wasted.
It is much better to be positive, to ask the visitor a question which will be the start of a conversation and which will immediately show whether or not he is a genuine prospect or just a casual browser.
This, of course, is more easily said than done, so we now make a few suggestions as to possible approaches. The letters in brackets refer as follows:
(a) Brand name
(b) Product
(c) Feature
(d) Benefit
(e) Problem
Each, of course, will be specifically related to the business you are in.
"Are you using (a or b) at the moment?"
"Have you used (a or b)?"
"Do you ever use (b)?"
"What are you using for (e) at the moment?"
"This is our new (b)?"
"Let me show you (b)" (N.B. Not "Can I. ..")
"It's a very interesting (b), isn't it?"
"What is your particular interest in (a, b, c, d)?"
"How familiar are you with our (b)?"
"How much are you involved in ...?"
"How much are you influenced by (c)?"
"How important is (c) to you?"
"This has been developed to meet the problem of
(e)"
"What influences you most in your choice or
(b)?"
"How closely are you involved in buying (b)?"
"How does this compare with what you are using
at the moment?"
"What are your special requirements in (c)?"
"What advantage would (c) be to you?"
The response to any of these remarks will immediately indicate if the visitor is a genuine prospect. If he is, make certain that you get his name and company. It is useful, also, to get the address and phone number, but you may need to press hard to get this information - don't worry, there are Directories - and even Yellow Pages. If it becomes obvious that he is not the buyer, then try to get the buyer's name - but don't forget that follow up material should be sent to the visitor as well as to the buyer.