A good opener is natural and relevant. Start with context, a problem, the visitor role or an invitation to see a short example, and follow a simple flow from context to next step. Do not begin every conversation with a product pitch.
The first sentence decides whether the visitor stays. Ask something useful and listen before you explain anything.
Four types of opener
Context openers
- What brought you to the event?
- Which topics are you exploring today?
- What are you hoping to learn?
Problem openers
- How are you currently handling [problem]?
- Which part of that process is most difficult?
- What would you like to improve?
Role openers
- What is your role in this area?
- Are you involved in evaluating or implementing solutions?
- Which teams are part of the process?
Experience openers
- Would you like to see a short example?
- We have a three-minute demonstration on [problem]. Would that be useful?
- Would you like to compare how different teams approach this?
Reference
Match the opener to the visitor
| Visitor | What to do |
|---|---|
| A target prospect | Open with context or a problem question and qualify as you go |
| An existing customer | Greet by name, ask about outcomes and bring in the account or customer-success owner where needed |
| A partner or reseller | Ask about the joint opportunity and agree an owner |
| A competitor | Be polite, share only approved public information and do not discuss pricing or plans |
| A journalist or analyst | Be helpful, share approved information and refer to the press or communications contact |
| A student or job seeker | Be kind and brief, point to the careers page or a contact and keep the booth free for prospects |
| A browser | Say hello, let them look and offer help once |
| A visitor in a hurry | Ask one question, give one resource and offer a follow-up |
| A group | Greet everyone, find the decision-maker gently and make sure all are included |
| A senior executive | Alert the event lead or the executive host and move the conversation to a quiet space |
Framework
A simple conversation flow
First find out whether the topic is relevant to the visitor. If it is not, say so kindly and let them go. This is for the booth. If you are attending as a visitor, see networking conversation starters.
Worksheet
Worksheet: conversation practice card
| Visitor role | |
| Account context | |
| Opening | |
| Visitor problem | |
| Follow-up question | |
| Relevant demonstration | |
| Objection | |
| Response | |
| Next action | |
| Note |
Frequently asked questions
How should booth staff start conversations?
With a natural, relevant question about context, the problem, the visitor role or a short example, rather than a product pitch.
What are good trade show conversation starters for exhibitors?
What brought you to the event, which topics are you exploring, how are you handling this today, or would a three-minute example be useful.
Should booth staff pitch the product first?
No. First find out whether the topic is relevant to the visitor, then explain only what matters to them.