Whatever technique you used to open up the dialogue with a visitor to your stand, your next step is to qualify them.

Qualification is so important, not only do you want to make sure that your own time is not wasted, you also do not want to waste the time of the person charged with lead follow-up. Never choose quantity of leads at the expense of quality. The targets set in relation to leads apply only to good quality leads, it would be very detrimental to your company to collect leads that are not of sufficient calibre.

Before looking at how to deal with genuine prospects let's first discuss how to deal with the potential timewasters. They normally fall into seven categories: the complainer, the student, the drinker, the junior, the salesman, the freebie collector, and the competitor.

The complainer will be an existing client coming on your stand to have a moan, if not handled correctly this can be extremely embarrassing. The challenge is to get them off the stand as soon as possible without being rude and being as helpful as you can. It often helps to offer them a drink, to relax them and to be hospitable, but give them a cold one, hot ones take too long to drink and often requires them to sit down! Having handed them the drink walk with them off to the side of the stand.

Make it very clear that you are not the right person to handle the complaint but you genuinely want to help. Take down the details in writing so that they can see they are being taken seriously. Hand them your card, assure them that you will take personal responsibility to pass the message on to the right person after the show and thank them for bringing it to your attention. Finally politely offer them your hand with a warm smile so that they know the conversation is over. Remember that this person's business may be of great value to your company so make sure you do pass the message on and follow it up.

Be careful how you handle students. A friend of ours from the Imperial College London told us that a student once walked onto her stand and, having overcome the temptation to ignore him, she greeted him civilly, gave him an information pack and her business card. Six months later he had joined a major public company and booked her facilities for a major event. You just never know.

We would advise that you quickly discern the calibre of the student and either treat them like any other prospect or give them a pre-prepared student pack. An envelope containing the basic details of your company and details of any job opportunities that may be arising. You may even capture the perfect graduate and save your human resource department some costly recruitment fees!

The drinker has spent too much of the exhibition at the bar, he arrives intoxicated and incoherent. Don't write him off completely, he may still be an important decision maker. Although it isn't the best time to qualify him. Take his card and make a note to speak to him after the show when he is sober.

If having taken the card you realise he would not make a suitable prospect why not suggest he tries another stand - your competitors!

We use the term "junior" to describe someone who is not in a position to make a purchasing decision or in the case of a consumer someone who does not have sufficient disposable income. Give them some of your basic literature, thank them for coming and again shake their hand so they know it's time to go. Try to ascertain the name of the true decision maker and if successful write it on the card. When you pass on the business card or lead form clearly mark the person as a "non-decisionmaker" for the person administering it or following up.

The salesman is a person who comes on to your stand with the intention of selling you something. This annoying character can waste a lot of your valuable time if he or she is not dealt with quickly. If you wish to remain polite, take their card, politely suggest that they talk to you after the show, then pass on the card to your secretary with the instruction to shield the call.

Such people should not be encouraged as they are trying to take free advantage of an exhibition that your company has paid good money to attend. Sometimes they are best dealt with by bluntly telling them that you are not interested, suggest that their timing is bad and advise them not to visit other stands.

Finally there are the habitual exhibition visitors who are there with their carrier bags to walk off with as many freebies as possible. You often see the same face from show to show. They often come to you disguised as interested punters promising you the earth to get what they want.

They can often be detected by asking for their card, which they often won't have or will be printed in a service station machine, or ask them some basic qualifying questions which will usually reveal a lack of knowledge of your industry or their supposed company. The best way to get rid of them is to close them like you've never closed anyone before! Invite them, then and there, to sign the order or write out the cheque, they'll soon back off and disappear!

Use exactly the same approach with a suspected competitor, ask for their card, trying not to smile too broadly when they make their excuse for not having one. Ask them what they are interested in and without giving them any details, close, close, close! Be aware that some companies may ask for any visiting competitors to be introduced to the stand manager as they could be employable!

If your visitor is a genuine prospect it is essential that you accurately record the prospect's details. The information required may vary from company to company as will the means of recording the data. You may be asked to write on the back of their business card, fill in a lead form or questionnaire, scan their badge with an electronic pen or scanner or simply write the details in a notebook.

Don't ever record leads on scraps of paper and don't leave any lead around the exhibition stand they will definitely get lost!

Whatever means you use it is important that you capture the following information which may all be detailed on their business card: their name, job title, Company, Address, Telephone Number and Fax Number

Sometimes missing from the card but just as valuable are their E-Mail address (which enables you to rapidly respond to their enquiry and compile a very useful database) and their web site address which will enable the person following up to get some very useful information on their company.

In addition to these contact details you should record: the specific products or services that appealed to them, the name of the decision maker (if not them), the industry that they are in, the follow up action they required and the date that action has to be completed on. Finally you should give them a rating, which should also have been specified by your stand manager, indicating your assessment of the value of the lead. This would normally be a rating from 1 to 10 or a grade from A - E

If they are very keen it is always worth summarising by trying to make an appointment. That is why it is important to have your diary ready.

Other useful information, if discovered, would be: the reason why your products appealed to them, the timescales to purchase, any competitors they are talking to and their available budget. This level of detail, however, would probably be obtained
during the follow-up call or visit.

Always finish your discussion with a warm handshake, while thanking them for taking the time to talk to you.

The more information you can gather and the more accurate the data, the better chance there is of converting the enquiry into a sale. Record the data clearly and don't be tempted for speed's sake to use shorthand or scribble that may later be indecipherable!

When it gets very busy on the stand and there are more visitors than stand personnel, make sure that everyone is acknowledged, don't leave anyone standing unattended. If you have a multimedia presentation or video on the stand draw their attention to these so they can be occupied while waiting. If you feel able, involve them in your current presentation or, alternatively, if you have one, give them a questionnaire to fill in.

Good luck with your exhibition. Remember, to be friendly, sincere, interested and welcoming. Keep yourself motivated by focusing on the goals and objectives given you, carefully qualify each prospect and clearly & accurately record the information gathered.

If you concentrate on these things you will find the experience both productive and rewarding.

Next Issue: Follow Up and Evaluation

"Making the most of your exhibition stand" is now available on Video to make exhibition staff training very easy. See special offer on "Subscriber Offers" section on main menu.

Written by Peter Middleton peter@proact.co.uk 01322 221199 and copyright 2001, 2002