Using Promotional Merchandise To Qualify Your Prospects

Have you ever heard the expression 'qualifying your prospects'? It's used by salespeople to differentiate between potential customers, and everyone else. As a salesman, you're only ever interested in the people who may make a purchase with everyone else being of no interest at all. Sounds harsh, but in sales, your role is to bring money into the company. This process is called 'qualifying your prospects'.

Imagine your company is exhibiting at a busy trade show or exhibition, with lots of activity going on, it would be a big mistake to spend all your valuable time talking to people without 'qualifying' whether or not they are a potential customer. Some simple, well-aimed questions will soon sort the wheat from the chaff, and you're then able to spend your time engaging with potential clients. Lesson over!!!

But our top tip is this: Use your promotional merchandise to 'qualify' your potential clients, and wherever possible, use TWO. In most businesses, you could argue that every single person walking past your stand is a potential client, so, use a simple low-cost give-away in the same way you'd use your business card. Give them away to all and sundry, and if you're lucky, some of them may turn into customers/orders. But, whilst giving away your low cost give-aways, ask some qualifying questions, you know, the ones that determine if this could be a potential customer for you to spend time with. Now, if they answer 'yes' to your questions, you can simply say you have a 'special' promo gift you'd like to give them. These are the promotional give-aways you DON'T have on display. People can't just randomly grab one of these, they're the gifts you give to hand-picked individuals, and in doing so, guess how they're going to feel? Special right? So, you've now got hold of a potential client that you've qualified, who's feeling a little bit special, and is engaging with you. 

These are the killer moments that trade shows and exhibitions are designed for - go get the sale!!