10 Questions to Create a Sense of Urgency With Your Trade Show Leads

No matter how much time and effort you put into your trade show marketing, and no matter how compelling your trade show exhibit is in the moment, there’s a common problem that occurs after the fact… your prospects go dark once the show is over. Even the people who stopped by and expressed a great deal of interest at the time are bound to forget the details or even an overview of all of the companies that caught their eye.

Trade show leads
Trade show leads


This is why it’s imperative that your sales strategy includes an emphasis on creating a sense of urgency for your leads. Asking the right questions can compel booth visitors to take action quickly – boosting your sales growth. Here are 10 of the best questions to ask leads at your trade show booth, and why:

1. What is your company’s growth like?

This question gets the person in front of you talking about themselves, which everyone likes to do. It also gives you vital information as to whether or not this company has obvious pain points, and could use your help, as well as whether they have disposable revenue and could afford your products and/or services.

2. Who are your biggest competitors?

Talking about competitors can be a really helpful tool in your sales strategy. If a lead mentions their top competitors, and you realize one or two (or all) of them are your current customers, share this information! Some people are worried this could turn potential customers away, but most companies want to make sure they have every advantage their competitors do, including your products or services. If they mention their competitors and none of them are your current customers, you can also use this to say they can be the first among their peers to get the advantage of using your business as a partner. It’s a win-win question to ask.

3. Many of the people in your role that we work with are surprised by <insert fact here>. Did you know that?

Ideally, you should know a lot about what your ideal customers care about. Along with that, do some research and gather some stats that pertain to their roles, and the area in which your company specializes. Look for the right time in your trade show conversations to demonstrate that you understand the person’s job, and you increase the odds of being memorable and forging a connection.

4. What’s the biggest problem you face in your job?

There’s no better way to incite action than to get your trade show exhibit visitors thinking about the problems they face. If you can get them talking about their biggest problem of all, you’ve hit a goldmine in terms of creating urgency.

5. How does this problem affect you on a day-to-day basis?

Again, drill into this problem. Ask the person to elaborate on how this issue negatively impacts them each day, and you’ll continue to hold their attention and get a better understanding of how you can help.

6. Who does it affect the most?

This question brings other team members into the fold. You’re focused on helping the one in front of you, but you’re also showing you’re committed to helping those they work with as well. Also, if the problem they’re discussing affects their boss or upper management greatly, they’ll be eager to find a solution.

7. Why do you need to fix it right now?

As with most things, timing is everything in sales. If your prospect has a problem that’s been bothering them but they’re not feeling the pain too much, they’ll be less inclined to fix it. But if it’s clear that they’re hungry for relief, find out why. Is there an imminent deadline on the horizon they need to meet? Is their manager breathing down their neck about meeting certain goals? Why is now important? Once you lock this answer in, you can use this insight to amplify the urgency they already feel.

8. By when do you need to start seeing results?

But of course it’s not just about the sale itself; you want to deliver on your promises to potential customers. Find out when they need to have proof that your solution is working, so you can set expectations and let them know a reasonable time frame to see results. You can also accelerate the sale by giving them a realistic view of how long it takes to see positive changes because they’ll want it to happen sooner rather than later.

9. Would you like to see a case study about a customer of ours who is similar to you, and faced similar challenges?

At this point, the lead you’re speaking with is probably very excited to learn more and take the next step with your company. Few tools work better than case studies at this stage. If you can’t get full case studies from existing customers, try to get case study snapshots written down (or even testimonials). The more people you can point to in the same role as the person in front of you, who have had success by using your company, the more likely this prospect will become a customer.

10. How can we help you move mountains in your role and get the accolades you deserve?

Last but not least, everyone wants to feel like a hero. Find out if there’s a way you can help your lead look like a star, and let them know. They’ll want this to happen ASAP, so you can really become their ally – and close the sale – quickly if you’re able to paint this picture for them.

These are 10 of the best questions we’ve found to engage your trade show visitors, and keep their attention long after the show is over. Make sure to take detailed notes about their answers, so you can use this personalized information in the post-show follow-up – and then prepare to see some urgency in moving forward with your company. Contact us if you’d like to learn more about trade show marketing to find a booth design right for your business’s needs.

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