Episode XI Studios

April 10,2007 Filed in: Tradeshow & Sales Tips

 Without fail, every time I attend a show, I see staff blunders, gaffes, and other faux pas. How do you set yourself apart in this rough and tumble world? Well, let me tell you.  

Sitting

The tradeshow environment is a tough one. I know that. By the end of the day your entire body feels weak and numbed. I also know that the next day you’d rather have your legs amputated than stand on them, but buck up! When you’re sitting, you look lazy and less approachable. In that state, lead-generating opportunities will pass you by like grandma getting passed on the highway. 

Talking with other booth staff

Remember: this is not the breakroom and you’re not at the show to talk with “Bob” from R&D. Save the conversation for dinner. Otherwise, if you’re in the middle of chumming it up, show attendees will not even try to interrupt your conversation to ask for information. The same goes for the cell phone as well; if you need to take a call, excuse yourself from the booth. 

Eating

If you eat at your booth, you’re telling your prospects, “I’m busy. Spend your time, attention and money elsewhere.” Once you’re away from your booth and ready to chow down, avoid food that will cause bad breath. This is no time to to make a reservation at The Stinking Rose (no matter how good it tastes) – your pores will stink for days to come. 

Scratching, picking, digging…

Most of us spend our days in semi-private environment. When the need to scratch, pick or adjust arises we are free to address our source of discomfort immediately. Well, being on a show floor is a lot like being on stage. People are all around and watching you. So the odds of being caught scratching are pretty high. Just Don’t Do It. 

Talking smack

You only get one chance to make a first impression. At a trade show, you are making that impression on someone at every moment. How will you and your company be remembered?

Several years ago I was staffing a booth with a couple of other people when in walked a very beautiful woman along with her blind husband. They asked a couple of questions and left. A few moments later one of the other staff members started talking about this woman’s features in great detail, then said “it’s a shame, a woman like that, and her husband can’t even see what he’s missing.” At that point her husband made his way back from two booths away and said, “I might not be able to see, but I can hear” 

The point is this: whether it’s about other booth staffers, competitors or attendees, your conversations can and will be overheard. Will what you say encourage trust in you as a person? In the end, our decision to buy is based on what we think of you. What you sell is almost ancillary. 

80/20

Remember the 80/20 rule – listen 80% of the time and talk 20%. Many people, when put in the show situation, tend to “throw-up” on the attendees. You’ve seen it, I’ve done it. It’s just wrong. 

For example, the attendee asks a question, “Does your product do this?” Then you reply, “The product does this and that and my company was founded in 1912 by a farmer and a goose. I started working with the company when Carter was president. Boy, it was a hot summer.” You did nothing but point out that you’re uncomfortable being there. 

Listen to the customer. Process what they want to know, then respond with pertinent information. Wait, then ask if your response adequately answered their question. If you’re nervous, take a breath or two before speaking. You’ll be glad you did. 

The bottom line

For a successful trade show, make sure you are as approachable and professional as possible. Remember that at any given moment, you will be on center stage. The customer is looking at your booth and asking themselves, “Do I need what they have?” Then they’ll look at you and decide, “Do I want to work with them?” That is not a good time to pick your nose. 

You only get one chance to make a first impression. At a trade show, you are making that impression on someone at every moment. How will you and your company be remembered? 

 

Written by Ken Pettit.

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