Attending a trade show? Ask these questions?

Most salespeople understand the basics of greeting visitors at a trade show. They stand near the front of their booth, smile, and ask a simple opening question. However, what separates average interactions from truly productive ones is the ability to ask compelling questions. The right questions spark interest, uncover needs, and move the visitor from casual browsing to meaningful engagement.

Trade shows are noisy, fast-paced, and crowded. Visitors have limited attention and often feel hesitant to engage in deeper conversations. Well-crafted questions create clarity and help visitors articulate what matters most to them. They also position the salesperson as thoughtful, prepared, and interested rather than eager to pitch.

Below are several advanced techniques for developing compelling questions that elevate trade show conversations.

Ask questions that clarify intent. Visitors stop by booths for different reasons. Some are actively searching for solutions. Some are comparing vendors. Others are simply curious. High-quality questions help you quickly determine their purpose so that you can tailor your approach.

Examples include:

• “What prompted you to stop by our booth today?”
• “What are you hoping to learn or evaluate while you are here?”
• “Which priorities brought you to this event in the first place?”

Questions like these keep you from guessing and allow the visitor to set the direction.

Explore current challenges without pressure. Many attendees are open to sharing their frustrations or concerns, but only when they feel respected. Neutral, open questions allow them to reflect without feeling sold to.

Examples:

• “What challenges are becoming more difficult for your team right now?”
• “Which processes or systems are causing the most inefficiency?”
• “If you could improve one area in the next few months, what would it be?”

These questions often uncover the real reason they are attending the show.

Connect present challenges to desired outcomes. A compelling question helps visitors think about the results they want, not only the problems they have. This shift often reveals where genuine opportunity exists.

Examples:

• “What would success look like if you solved this issue?”
• “How would an ideal solution improve your operation or workflow?”
• “Which outcomes matter most to you as you evaluate vendors this year?”

Questions that focus on outcomes encourage deeper, more strategic conversation.

Invite comparison and reflection. Visitors often compare you with existing suppliers or alternative approaches. Encourage honest insight by asking questions that invite reflection rather than criticism.

Examples:

• “What do you wish your current vendor did better?”
• “What would you change about the way things are currently being handled?”
• “How are you evaluating the differences among the companies you have spoken with?”

These questions highlight gaps your company can fill.

Use questions that earn the right to the next step. Strong trade show questions naturally lead to a follow-up conversation, but only if they help the visitor recognize value or urgency. Your questions should be relevant enough that the next step feels logical. One of the best questions to ask is, “Can we set time on the calendar for me to follow up with you, and I will send you an invite?”

Examples:

• “Would a short conversation next week help you explore this further?”
• “Would you like a brief demonstration while you are here at the show?”
• “Is there additional information that would help you evaluate this properly?”

Compelling questions transform trade show conversations. They help you qualify interest quickly, create meaningful dialogue, and reveal whether a real business opportunity exists. When salespeople master the art of asking thoughtful, strategic questions, they elevate their presence on the trade show floor and position themselves as trusted advisors rather than product presenters.