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Trade Show Techniques: Qualifying Prospects
You should be able to qualify anyone in four minutes or less. After learning about the type of organization/agency the visitor is with, what he or she is looking for, and determining that the visitor is a prospect, you begin the qualifying process. Six components make up the qualifying process. The acronym ACTION will help your remember the attributes.

Authority
* Does prospect have buying/decision making authority?
* Or, is prospect a buying/decision making influence?
* Be sure to ask. (How is your decision making structured? Do you see anyone else in your organization/agency involved in making this decision?)

Cash/Budget
* Can the prospect's agency afford this service? When are budget decision made? Is prospect a ready buyer or a long-term prospect? Are they currently involved in a long-term contract?
* Also inquire about current supplier, number of employees in agency/office, current procurement process.
* Are they going through an A76?

Time
* Put your time and energy into those who are ready to buy/decide now.
* Determine with questions (When do you see a need for this service? Tell me about your timing for making this change.)

Identity
* Have a predetermined, organized way of recording prospects
* Computerize Identification if possible
* Coded badges - a computer generated badge with basic information plus coding. Exhibitors rent/use a badge reader to capture information from badge. A printout of leads is then provided to the exhibitor.
* Lead forms are filled out by hand & business cards are attached.
* Make sure lead forms are simple & easy to fill out. A check list format of ACTION items, services/products, literature requests, and appointment requests should be included.

Operational Constraints
* Departmental regulations/procedures (bid list), office size/location, applicability of product/service to agency/department.
* Uncover any constraints early on.

Need
* Need is the basis for any sale. No needŠno sale.
* Establish need from the start. (Does your office/agency have a need for additional staffing support, copier service, this service?)