It is imperative to know who you are talking to at an attorney trade show. This is accomplished when you qualify attorneys to identify the people who have the potential to hire you.
In step #1 of my four simple step process to get qualified leads at an attorney trade show, I explained how to word your header at an attorney trade show. Step #2 in the four step process of assuring yourself qualified leads from any attorney trade show in which you participate is to make your FIRST question to attendees passing in front of your booth an OPEN ENDED QUESTION. Have you ever attended a nursing convention or conference that had exhibitors? Did you slow down, or even linger at a particular booth – only to be greeted with: “Can I show you something?” or “Let me tell you about our ______”?
Now you may actually have an interest in their product/service, but it’s late/you’re tired/you’re in a hurry, so YOU say “No Thanks” or “I’m just browsing.” And keep on going – possibly missing a valuable contact, or at best, you grab a card, then later wonder who or what they were.
How to qualify attorneys with open ended questions
Let’s say you are walking in front of a company’s booth that sells bed alarms. Now, in contrast to these uninspired/uninterested “YES/NO” questions approach, what if you had been asked:
- “How do YOU prevent falls in your facility?” or
- “Who’s responsible for YOUR fall prevention program?” or
- “What’s YOUR biggest PROBLEM/CONCERN related to falls?
You would then have had the opportunity to either qualify or disqualify yourself to/with this prospect. If you/your operation is not concerned about falls, you can tell them so and be gone. If you ARE, you can tell them how and establish a baseline for discussion. If YOU don’t, but your facility DOES, you can give them the appropriate contact person and know you’ve steered them in the right direction. In a nutshell, your OPEN ENDED QUESTION forces every person you ask that question to either qualify or disqualify themselves.
In fact, when you get into the swing of it, you can have some FUN. (When did THAT last happen on the Trade Show floor?) After you’ve asked your open ended question of attorney prospects and THEY stand there with a “Deer in the Headlights” look on their face, you can follow up with: “Don’t worry, the question was designed to allow YOU to either qualify or DISqualify yourself – you’ve just done the LATTER, so you may LEAVE, thank you!!” They laugh, you laugh, NEXT!!
What’s your open ended question to ask attorney attendees?
The key, of course, is designing a SINGLE, short question which is asked of EVERY attendee in exactly the same way. It can be as simple as:
- “Who’s organizing your medical records?” or as complex as:
- “What factors do you look at when considering taking a medical malpractice case?”
This is where the skill comes in – the ability to focus your booth message into a single sentence that is going to require your TRUE prospects to SELF IDENTIFY themselves.
Join us for “Trade Show Leads Guaranteed webinar”
Click this link to get more information on this and the three other steps YOU can take to assure your success at any attorney conference. The event is being delivered by an international business to business trade show practitioner and authority who has successful clients in the Oil and Gas, Aviation, Medical, and IT Industries, to name just a few. Did I mention he has a Mexican work boot manufacturer and a tattoo removal professional as clients?
Hiett Ives, Managing Director of Show Dynamics, is sharing four simple steps in this webinar. When you implement them, you are going to virtually assure yourself a better outcome and quality of leads you retrieve from any subsequent legal conferences. Join us an ondemand webinar. Register here.