Most booth forms ask everyone the same questions. The buyer with a budget, the student collecting pens and the competitor checking your pricing all see the same screen. So half the answers are noise, and the visitors who matter get tired before they reach the questions that matter.
The fix is simple. Ask one question that sorts people first. Then ask each person only the questions that apply to them. A buyer gets three or four more questions. Someone just looking around answers one and is done.
Below are the questions we use, grouped by the situation at your booth. Each group is a free template. You can try it on a phone on its page and see which questions follow each answer.
Ask one question that sorts people. Then ask each person only what applies to them.
Every template also asks the basics first: work email, name, company and job title. That is what turns an answer into a lead your sales team can follow up. The questions below come after those.
When visitors are evaluating a solution
This is the most common booth. Some visitors are buying, some are learning, some are passing by. The first question sorts them.
- What brings you to our booth? Evaluating a solution, researching the topic, or just looking around.
If they are evaluating:
- When do you plan to decide? This quarter, this year, or no date yet.
- What do you use today? A tool from another vendor, something built in-house, spreadsheets, or nothing yet.
- How many people would use it?
- Pick a time to talk with our team. They book a meeting before they leave the booth.
If they are researching, they get one question: Which topic interests you most? Someone just looking around goes straight to the end.
See the booth lead qualification template →
When the expo floor is crowded with students and job seekers
Free expo floors bring a lot of people who will never buy. They still deserve a good experience, but your reps should not spend time on them.
- Which describes you best? I decide or influence what we buy, I use tools like this at work, student, looking for a job, or something else.
People who decide or influence buying are asked what they are trying to solve and when they plan to buy. Job seekers are asked one thing: Shall we pass your details to our hiring team? Everyone else finishes quickly.
See the role screening template →
When your customers visit the booth too
At a user conference, many visitors already pay you. Asking a customer "are you evaluating a solution?" is a small insult. Ask first.
- Are you already a customer? Yes, we are trying it, or not yet.
Customers are asked which product they use, how happy they are, what you should fix first, and whether they want to see what is new. People on a trial are asked how the trial is going. Prospects get the usual question about why they came.
See the customer or prospect template →
When more people want a demo than your reps can give
At a busy booth you cannot demo for everyone on the spot. So ask what they want to see and how they want to see it.
- What would you like to see? Pick as many as apply.
- How many people would use it?
- When do you need it working?
- How would you like your demo? Book a time now, have someone call me, or send me a recorded demo.
People who want to book pick a time right there. People who want a call are asked when is best.
See the demo request template →
When partners and resellers visit
A partner day brings resellers, consultancies and software companies. They each need different follow-up, so sort them first.
- Which describes your company? We resell software, we are a consultancy or integrator, we build software and want to integrate, or we are exploring a partnership.
Resellers are asked where they sell and how many customers they serve. Consultancies are asked which services they offer. Software companies are asked what they want to integrate. Everyone can book time with your partner team.
See the partner and channel template →
When your reps run the conversation
At an enterprise booth, the rep often interviews the visitor and fills in the form on a tablet. Here the questions are written for the rep, not the visitor.
- What problem are they trying to solve?
- What do they use today?
- When do they plan to buy?
- Is there budget for this?
- Their role in the decision. If they decide, the rep notes who else is involved.
- Are they looking at other options? If yes, which ones.
- Agreed next step. Demo booked, call next week, send information, or no follow-up.
See the staff-led interview template →
How to choose
Pick the template that matches who walks up to your booth, not the one with the most questions. Then change the example questions, like the topics and products, to your own. Every template is free on every plan.