Trade show intelligence: the other side of the coin

Very often, the most profitable people to interview are those who show obvious signs of having had limited experience at trade shows. If they happen to be technicians or engineers, so much the better; these are the very people who are there simply to answer technical questions. So ask some. Endeavour to interview people during the more quiet periods, such as when many are attending popular conference sessions, at meal breaks, or towards the end of the working day. The display stand is more likely to be the hands of novices at those times.

Certain individuals on your list of potential interviewees may be stressed, overworked, or overwhelmed by unfamiliar tasks. This can render them vulnerable to questions from anyone who expresses empathy and understanding for their circumstances - use such opportunities wisely.

Elicitation can be a very efficient, successful and low-risk means to acquire information that would not normally be revealed. It involves the use of a subtle, non-threatening, and conversational approach, one with a predetermined purpose.

There are many ways to elicit information. In the first place, it helps to make a list of the people you expect to meet, together with their titles, major responsibilities, the names of any mutual acquaintances (particularly helpful in establishing a level of trust), and specific personal details (to use as disarmers).

Probably the most popular and widely recognised elicitation techniques are the use of flattery or disarmers. Both methods call for some familiarity with the person concerned. Almost as effective, however, is to imply that you need help, or that you know little or nothing about the topic. People will often go out of their way to give you appropriate advice, or refer you to someone who is an acknowledged expert.

Reiteration (sometimes referred to as restatement) can be a highly profitable elicitation technique. A typical exchange may take the following form:

A: You must have sold heaps of those new miniwidgets of yours.

B: Yes, quite a lot.

A: A lot?

B: More than a million.

A: More than a million?

B: One-point-three million, actually.

Note well that, having contributed the initial statement, you are simply repeating the significant part of your correspondent’s reply. This invariably stimulates clarification.

Criticism may also be used with success. Before the event, try to identify unfavourable reports about your competitors or their products and use these as a basis for any conversation. You may be surprised at how much information people impart in order to refute adverse criticism. But use this with care.

Whatever your approach, try to sound enthusiastic and interested. Be patient and flexible throughout the conversation, but never make a nuisance of yourself by becoming overly persistent - there’ll always be someone else to talk with.

Aim to attend any speeches, seminars, or presentations relating to your information needs. Speakers can usually be persuaded to elaborate or expand on their chosen subject or related areas. Be aware, too, that some attendees may reveal much more than they should simply because they are overly eager to make a contribution to any discussion.

Observe your competitors' displays, making particular note of: