1) Whether it’s a 10′ x 10′ space or 100′ x 100′ – know your display before you go to the show – understand what products and/or services the graphics are depicting, know where the literature is to be stored and displayed, not to mention the products themselves.
2) It’s a blinding glimpse of the obvious but stand facing the aisle. You read it right; don’t turn your back to the aisle because you want any and all visitors to look at you and your display, not the other attendees at the show.
3) If your display is large and you’re part of the staff that works in shifts, know who’s working with you (his area of expertise) and draw on him when questions are asked you can’t readily answer. If you’re the floor manager for your shift; set the responsibilities of each shift participant along with where they should stand and what the ‘tone’ or thrust of this show’s marketing effort should be.
4) If your display is small; understand that others can hear precisely what is being said and approach each visitor accordingly.
5) If your booth space is geared for making a presentation or demonstration with a microphone, keep the tone low – your fellow exhibitors will appreciate your sensitivity to their efforts as well as your own staff who may be conducting sales conversations simultaneously.
Note, no matter the size of your booth space you will be overheard, so plan for it. Trade shows are noisy and a loud voice will call attention to the speaker. Whenever possible create a form that will be a quick check list of the visitor’s wants, needs and desires. These type lists can be your ‘one step ahead’ of the competition at the end of the show when you’re back at your office and starting to follow up.
Since many visitors have travelled a long way to come to the show AND are highly motivated to understand what’s new in the marketplace AND may be poised to buy
Know what confidential information and what’s not. If pricing is available, such as what’s found in a new catalog, determine which deal requires negotiation, discounts or special consideration. You may not be able to close that particular sale in the booth but you can meet the interested visitor ‘off the floor’ OR you will certainly know who to go to or call first when you get back to the office.
NOTE: Some visitors will come with RFP’s (showing a high level of interest in your firm and its products/services. Review the RFP while asking for details and setting a definite time your firm will respond. And don’t fail to keep a card of the person who brought the RFP.
6) Finally, take a calendar with you to the booth space. Make appointments during and after the show. Once upon a time, Trade Shows were only to gather leads but not anymore. With the international scope of Trade Shows and the cost of business travel skyrocketing; be prepared to sign deals at the show.
These tips are meant to boost confidence and, by extension, boost sales for you and your organization at your next trade show. These are brought to you by a veteran, Jim Deady, who has attended at least 500 trade shows and heads Showstopper Exhibits, LLC. Call (888) 440-0377 or check out www.showstopperexhibits.com for your best trade show experience ever.
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