In Viktor’s view, there is little point in training everyone to do something they are not good at, such as approaching strangers in the “intimidating” aisle. Stop-contact knows how to get the maximum out of employees when they can operate within their own competence and from their own strength. For the team, that is usually on the stand. Viktor takes on his role in the aisle and generates usable leads there. By describing and recording tasks and actions, a blueprint is created for the execution of each team member’s role.
Stop-contact, a name that says it all
Viktor is not a trainer who leaves the team after a training session. In addition to the preparation, he is always present at the trade show itself. The aisle is his playing field and, in the role of “gatekeeper” or “aisle activator,” he selects the right passersby. He connects with them in a friendly way and quickly assesses whether there is a relevant match with his client’s proposition. He sharpens the visitor’s focus and then introduces them to the team on the stand.
Of course, it does not go as smoothly as it sounds here. Especially after the first contact, it takes psychological insight to find the right follow up questions and strike the right chord.
Once he has brought the visitor into the right mindset, he guides that visitor with a focused question to the specialist on the stand. This means the prospect does not end up in a general conversation, but directly with someone who is strong on content and can make the difference from their own comfort zone.
The customer stand journey
Marketers think in customer journeys to guide their target audience along the ideal path, from inspiration all the way to purchase. With the right trigger at the right moment, each point of contact is carefully timed to achieve the end goal. Stop-contact has translated this way of thinking into a practical “customer stand journey,” which is mapped out together with the client. This creates a communication plan with a clear beginning and end, extending up to 3 months after the trade show.
At the core of the method are 6 clear steps aimed at improving both the visitor experience and the result. This leads to a carefully designed route of surprising, changing and conquering, with more leads as the outcome.
From lead to relationship: where the real gain lies
An important part of the return is created after the trade show. In practice, it often turns out that some leads are open to a meeting immediately after the event. A larger group requires more patience and a different approach. That is where marketing has an important role to play, by using a nurture campaign, a white paper, a use case or an invitation to a future event to connect a lead to the brand.
Get more from your trade show too
Would you like to know what this could mean for your participation? Would you like to get more return from your next trade show with more traffic and valuable leads? Then contact KOP to discuss the possibilities.
