Last week we talked about how exhibitors can help booth visitors out by providing content and experiences that demonstrate options for how to solve their problems. This is part of the consideration stage in the buyer’s journey, where buyers are looking for different options and haven’t yet made it to the decision making stage. So, how do you also have content and experiences in your booth to help visitors who are the decision-making stage?
Make it possible for visitors to buy
If you don’t make it possible for buyers to buy, then, well, they just can’t. And we know that not every exhibitor is going to have actual “things” to buy in a booth. We’re really focusing on whatever it is that can be bought. When a booth visitor is in the decision-making stage they have already decided on what their solution strategy, method or approach is. They are now in the business of narrowing it down to the company they want to give their business too.
This is how it might look (using the example we used last week).
The customer whose problem is that their floor never stays cleaned, has now decided that they are going to purchase an automated vacuum cleaner, and they are now comparing between three different manufacturers. If you’re one of these manufacturers, your customer may walk in and say, we know we want to purchase an automated vacuum cleaner, how is yours different from “competitor A”? Or, do you have any demos available so we can see how it works?
Questions to ask when developing decision-making content and experiences
When it comes to exhibiting at a trade show, you need to be ready to help your visitors in the decision-making stage. Ask yourself these questions to help you develop content and experiences:
- What criteria do buyers use to evaluate the available offerings?
- When buyers investigate your company’s offering, what do they like about it compared to alternatives? What concerns do they have with your offering?
- Who needs to be involved in the decision? For each person involved, how does their perspective on the decision differ?
- Do buyers have expectations around trying the offering before they purchase it?
- Outside of purchasing, do buyers need to make additional preparations, such as implementation plans or training strategies?
If you’re not factoring the answers to these questions into your booth design and strategy, you’re missing the opportunity for sales, plain and simple.
Examples of content that fuels decision-making
In terms of content and experiences, here are some specific examples of what you could include in your booth:
- Product demos
- Deeper-level presentations that provide more specific information about your products and services and how they differ from the competition
- Case studies
- Trial downloads
- Product literature
If you are including any and all of the above options in your booth and your booth staff are trained to dialogue powerfully with your visitors, you are setting yourself up for sales success in your booth and/or most definitely seeding future conversations and interactions.
Bottom line, it’s important to have your booth design, setup, content and experiences ready to meet your visitors in all stages of the buyer’s journey. You’ll create better qualified leads for your sales team, increase your chances of furthering leads through the buyer’s journey and hopefully lead to more closed customers that are a great fit for your business.
Superior Expo Services is a leading family owned trade show general services contractor with over 25 successful years in the business. We know what it takes to ensure that you, your show, and your exhibitors are supported and set up for success. We pride ourselves on providing superior performance that rivals the big guys, yet never compromises our grassroots customer-centric approach to project management, personal service and attention to every detail.